May 1st, 2024
From Pop Queen to Country Catalyst: SeatGeek’s survey reveals more than one-third of Gen Z has explored new country music as a result of Beyoncé’s latest album
SeatGeek, the high-growth technology platform transforming the live event experience for fans, teams and venues, today released a report that reveals insights on the popularity of country music and how Beyoncé’s most recent album has influenced today’s youngest fans to explore more country music subgenres and artists.
“Beyoncé's impact on country music has been revolutionary, introducing a whole new demographic of fans to its beauty and depth – all while reshaping the perception of what country can be,” said Kendyl Dunn, leader of Entertainment Strategy at SeatGeek. “With many record-breaking country acts hitting the road this summer, those new fans and long-time listeners will find ample opportunity to delve deeper into the sounds of country. Beyoncé’s trail-blazing achievements reflect not just her talent but also her ability to bend and blend genres, setting her apart as a true musical icon.”
SeatGeek surveyed 3,300 music fans to discover this summer’s most anticipated country tours, fans’ favorite country artists, and how Beyoncé’s new music has influenced a new generation of country fans. Key highlights include:
Sounds of SUMMER
Over one-third of all survey respondents plan to attend a country concert this year.
Country fans are ready for Summer 2024. Over one-third of all survey respondents and almost 80% of survey respondents who identified as die-hard country fans plan to attend a country concert this year. According to fans who took the survey, the most popular summer concerts are Morgan Wallen, Luke Combs, Zach Bryan, and Kenny Chesney – and according to SeatGeek data, this excitement is translating into demand. Country artists represent four of the top ten most in-demand summer concerts this year, with Morgan Wallen holding the number one spot.
Country fans also listed George Strait, Kane Brown, Tyler Childers, and Lainey Wilson as artists they are excited to see live this summer.
Gen Z is Crazy in Love with Country
19% of Gen-Z respondents consider themselves “die-hard” country fans - more than any other generation surveyed.
Gen Z [fans aged 18-27] was born to boot scoot, with 19% of respondents considering themselves die-hard country fans – more than any other generation surveyed. Gen Z and Millennials [fans aged 28-43] are close when it comes to their country music fandom, with 44% of Gen Z respondents identifying as fans and 45% of Millennials.
Country music is also growing amongst its youngest fans, with 12% of Gen Z country fans reporting to have gotten into the genre within the last year and 35% citing they’ve been country music fans for 1-5 years.
An Irreplaceable Artist
More than one-third of Gen Z respondents say Beyoncé has inspired them to explore more country music.
Beyoncé’s influence breaks genre boundaries. More than one-third of Gen Z respondents shared that Beyoncé's exploration of country music has inspired them to check out other country music subgenres and artists. But that’s not all. 62% of country music fans listened to Beyoncé prior to the release of Cowboy Carter and its accompanying singles.
Countdown to Cowboy Carter
23% of country music fans had listened to the album just days after its release.
23% of country music fans were counting down the days until Beyoncé’s country-inspired album, and, just days after the release, reported having already listened. An additional 34% mentioned that while they hadn’t heard the album [at that time], they were planning to listen.
1+1: Perfect Duets
Chris Stapleton is a country fan favorite for a potential Beyoncé collaboration.
When asked which country artists currently on tour or performing this year would fans want Beyoncé to collaborate with, most (20%) country fans stated they would love a song or album with Chris Stapleton, followed by Zach Bryan, Shania Twain, and Kacey Musgraves.
You can find the survey results and additional insights here. For additional survey insights or questions, reach out to press@seatgeek.com.
**NOTE: The data shared in this press release is based on a survey conducted in April 2024 by SeatGeek among 3,317 SeatGeek users; 2,636 of these users self-identified as country music fans.
ABOUT SEATGEEK
SeatGeek is on a mission to transform the live event experience for fans, teams and venues. By combining a consumer marketplace with innovative primary ticketing box office technology, SeatGeek has become a high-growth global ticketing leader. SeatGeek delights fans through industry-first features including: Deal Score, its proprietary ticket rating technology; Rally, its event-day operating system; and SeatGeek Swaps, the first return policy offered by a major ticketer. In parallel, the platform's open-ecosystem enterprise ticketing software empowers teams, venues and promoters to efficiently grow their businesses while delivering the superior experience that all fans deserve.
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