Brisbane is set to become the epicenter for the burgeoning global country music scene as BIGSOUND 2025 prepares to host an influential contingent of international industry powerhouses. These key figures are converging on Australia to scout emerging talent from both Australia and New Zealand, keeping a keen eye on the evolving trends that are propelling country music to new heights worldwide.
The Global Boom of Country Music
Country music is experiencing an unprecedented global surge, extending far beyond its traditional Nashville roots. This phenomenon is highlighted by the increasing presence of country music at major industry events like BIGSOUND. Drew Bennett of Q Prime Management, spearheading the launch of Q Prime Australia, notes the genre’s massive global growth, stating that multiple Nashville-based country artists on his roster have top touring and streaming markets outside the US – a previously hard-to-imagine scenario. This expansion indicates a strong international appetite for country music, suggesting that emerging global country superstars are on the horizon.
Australia, in particular, is a significant player in this global movement. Reports indicate it’s the world’s third largest and fastest-growing country music market, with Spotify data revealing an 115% increase in country music streams since 2023 and the highest percentage of new country listeners globally (74%). Gen Z in metropolitan areas are leading this charge, driven by the genre’s seamless crossover appeal with pop, rock, and hip-hop.
International Delegates and Their Missions
BIGSOUND 2025 will feature prominent international delegates eager to discover new sounds and understand the industry’s trajectory. Among them is Meredith Goucher, Director of International Relations and Development at the Country Music Association (CMA). Goucher, who also serves on CMA International’s Australian Task Force, is focused on building bridges between international markets and the US country music industry. She is keen to share insights on the genre’s global expansion and identify Australian artists poised for international success.
Rachel Lloyd, a Promoter with AEG Presents UK and a key figure behind the UK’s Country to Country (C2C) Festival, is also attending. Lloyd is responsible for programming major country music acts in the UK and has witnessed firsthand the genre’s growing appeal, noting that country music’s reach is expanding beyond traditional markets. She observes a developing younger fanbase attracted to artists who are more contemporary in their appeal and active online.
Drew Bennett, in addition to launching Q Prime Australia, is actively involved in identifying Australian and New Zealand artists for global representation. His experience with established country artists like Eric Church and Ashley McBryde positions him to recognize talent with international potential. Bennett is part of the CMA International’s Australian Task Force, further emphasizing the collaborative efforts to advance country music globally.
Emerging Trends in Country Music
Industry leaders are observing several key trends shaping the country music landscape. Bennett highlights the rise of young male singer-songwriters, attributing some of this to the influence of artists like Zach Bryan and a growing younger demographic of fans (ages 16-24) engaging with the genre. Simultaneously, he notes the increasing visibility and success of powerful female artists, and the continued trend of cross-genre collaborations, where pop, rock, and rap artists are increasingly blending with country sounds.
Goucher echoes these observations, expressing excitement about the growing number of young, domestic artists building independent careers, which signals the genre’s deep connection in various territories. She is also optimistic about powerful female artists gaining prominence and the ongoing success of cross-genre collaborations.
The Australian and New Zealand Country Scene on the Global Stage
Australia’s country music market is not only large but also dynamic, with a significant portion of its audience, particularly Gen Z, actively engaging with the genre through digital platforms like TikTok. The influence of country music is extending into broader culture, affecting fashion, lifestyle, and even advertising. Live Nation data shows a remarkable 746% growth in country music ticket sales in Australia between 2019 and 2024, with major international artists like Chris Stapleton and Tyler Childers touring the region successfully. This robust domestic scene provides fertile ground for international industry figures to discover promising new artists.
BIGSOUND 2025 serves as a critical platform for these Australian and New Zealand country artists. The event’s focus on “connections that count” and driving export success provides a unique opportunity for talent to be seen and heard by some of the most influential players in the global music industry. The insights shared by international powerhouses like Bennett, Goucher, and Lloyd underscore the growing international recognition and opportunities available for country music artists from down under, positioning them for significant global breakthroughs.
