“It’s not your Grandfather’s fiddle! Today’s country music fan is an affluent educated middle to upper class individual. Their interests range from international travel to a good old fashioned rodeo.” - Kathy Wright, producer of Country Jam music festivals in Wisconsin and Colorado.
Today, country music has the broadest appeal of any genre in the US. Its rise in popularity spans age and income brackets -- giving associated brands the opportunity to connect with younger consumers in a meaningful way while re-energizing their older fanbase.
Brands who are looking to reach a broad market of consumers with real buying power are taking note.
Contemporary country stars include glamorous Hollywood A-listers, youthful pop-crossover artists, and classic singer-songwriters with all American values. With this shift toward the mainstream, the average country music fan has changed as well.
According to the Country Music Association’s survey of 13,000 people, 42% of the US population is a country music fan, totaling a whopping 92 million adult fans. Here are a few key numbers:
- 40% fall in the 18-to-39 age group
- 55% fall in the 25-to-54 age group
- Average income: $75,392 (average U.S. household income in 2010 was $49,445)
- 89% are on Facebook, 58% are on Twitter
For brands from a wide range of sectors, country music has become an exciting and strategic platform for sponsorships and partnerships.
Here are a few examples of the range and variety:- Garnier Fructis found a beauty-conscious match with the Country Music Television Awards
- Elizabeth Arden saw huge success selling Taylor Swift fragrance
- State Farm Insurance partnered with Jason Aldean for a month on tour
- Brita filters brought filtered water and environmental awareness to country festivals
- Jack in the Box rolled their Jack Burger Truck to festivals across the southeast
- Velveeta Shells & Cheese pinged singer Rodney Atkins as a fresh faced ambassador
- Clorox brands and Keith Urban gave fans a shot at an exclusive backyard BBQ
With an image that is increasingly glamorous with an all-American spirit and fans who are tech-savvy and fashionable, a country music focused campaign is a great match for brands looking for freshness, fun, and values with roots.
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Another piece of anectdotal evidence is the success of country singers on American Idol. The young audience of the show consistently votes a country oriented singer into the finals (and as winner). Idol launched the careers of Carrie Underwood, Scotty McCreery, and Kelly Pickler to name a few.
ReplyDeleteAbsolutely! Plus TV shows like Nashville (ABC primetime) and Big Rich Texas (Style network), along with films like Country Strong are making their way to mainstream screens.
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