Gen Z and big cities fuel Australia’s country music boom, with brands reaping the benefits

Australia is now the third largest country music market globally, behind only the US and Canada, according to new research from Connect by Live Nation – with Gen Z in metropolitan areas leading the charge.

The report, Step Into Country, reveals 68% of young Australians are listening to more country music than ever before, with genre-blending artists like Beyoncé, Post Malone, and Shaboozey driving crossover appeal. Country music content has generated 196 million TikTok views locally in the past year, and 92% of streams come from urban areas.

Retailers are also benefiting from the trend. One in two music fans surveyed purchased country-inspired fashion in the past year, while 40% bought country-themed homewares. Country music's influence is now being felt across social media, events, entertainment and even FMCG, with 24% of fans saying they’ve seen its impact on advertising.

The cultural shift is proving valuable for marketers. Over two-thirds of Australians say they are proud to support brands that align with country music, because they “care about the community” and are “relevant.”

Kristy Rosser, senior vice president and head of media and sponsorship at Live Nation Australia & New Zealand, said country music offered brands a unique platform to resonate with mainstream audiences and stay ahead of trends in music and culture. 

“What we are seeing is a shift in perception for traditional country music from 'nostalgic' and 'emotional' to 'on the rise', 'diverse' and 'progressive.' These new fans located in urban areas didn’t grow up with country music, they’ve found it through mainstream channels, influencing their lifestyle preferences and driving growth across the retail, FMCG and entertainment categories,” she said.

Live Nation has seen a 746% surge in country music ticket sales since 2019, with a string of sold-out tours across Australia and New Zealand. US artist Jason Aldean will headline the debut of Sunburnt Country in 2026, as part of his Full Throttle world tour.

The Step Into Country report is part of Live Nation’s Future Sound research series exploring emerging music trends. It follows last year’s analysis of the Asia Pop explosion across Australia and New Zealand.