The Evolution of Country Music: Why It's the Coolest Movement of Our Time
Lainey Wilson shares why country music is experiencing an unprecedented surge in popularity in 2023, highlighting the genre's newfound coolness and the powerful movement it has become
The year has been a monumental one for country music, and Lainey Wilson is thoroughly enjoying every moment of it.
"Personally, I find it absolutely incredible," expresses Wilson, 31, as she discusses her collaboration with Lone River Ranch Water. Many share the sentiment of the "Watermelon Moonshine" artist. Morgan Wallen has consistently dominated the Billboard Hot 100, while Jason Aldean, Jelly Roll, Oliver Anthony, Zach Bryan, Tyler Childers, Kacey Musgraves, and Wilson herself have all made frequent appearances on the rest of the chart.
Luke Combs, Wallen, Bryan, and Jelly Roll are still dominating the Billboard albums chart, showcasing their continued success. Wilson believes that the popularity of country music has reached new heights, attributing this year's achievements to the momentum that began in 2020. Throughout the pandemic, people turned to country music as a source of comfort and familiarity, creating a feeling of being at home. Wilson also mentions that many individuals have connected with country music on a personal level, contributing to its current status as a significant aspect of pop culture. She believes that country music has never been as influential as it is now.
Wilson expressed her belief that the country music genre will continue to flourish, stating, "I am incredibly proud to be a member of this new wave of country music. Looking ahead, I envision being able to reflect on this era and say, 'I was a part of that.' I imagine that's how many country artists from the '90s feel today."
During the '90s, country music thrived alongside genres like grunge, alternative, and hip-hop. Lainey Wilson believes that this era, known for artists like Shania Twain, Tim McGraw, Faith Hill, The Chicks, and Garth Brooks, was a true movement, much like what she sees in today's music scene.
According to Wilson, country music shares a similarity with storytelling. She believes that the genre is returning to its storytelling roots, reminiscent of the 1990s.
Wilson also mentions that country radio is unafraid to play songs with narratives. She cites her collaboration with HARDY on the song "Wait in the Truck," noting that even though it is a murder ballad, it evokes the type of songs that were popular in the '90s. She believes that people were yearning for that emotional connection.
Wilson has been evoking emotions in listeners since the start of her career in the early 2010s. Hailing from Baskin, Louisiana, she initially released her own music before signing with BBR Music Group in 2018. Her breakout single, "Things a Man Oughta Know," made waves in 2020, topping the U.S. Country Airplay charts and reaching No. 32 on the Billboard Hot 100. In 2022, she released her second major-label album, "Bell Bottom Country," which went on to win Album of the Year at the Academy of Country Music Awards, where Wilson also took home the Female Artist of the Year award.
While not shying away from incorporating pop and southern rock elements into her music, All Music describes Wilson's sound as "tough but heartfelt contemporary country" at its core. Her exceptional voice and steadfast values led her to partner with Lone River Ranch Water. In May, she joined forces with the brand to unveil a special limited-edition packaging during a luncheon honoring trailblazing women. Furthermore, in the first week of October, she delighted fans in Nashville with a memorable event called "A Night on the Ranch with Lainey Wilson & Friends," where she distributed Lone River Ranch Water and tickets to an intimate performance.
Wilson partnered with the beverage brand after being captivated by Katie Beal Brown's story. "I am truly inspired by her journey," Wilson expresses, acknowledging Lone River's founder. "Our stories share remarkable similarities, and I can genuinely connect with her."
Wilson highlights the commonalities between her and Beal Brown, emphasizing their shared farming upbringing and aligned values.
"I believe that being raised in a farming family instills a strong work ethic in you," Wilson emphasizes. "I can see it deeply ingrained in her, and I believe it's crucial to acknowledge the strength and power of women, to support one another and uplift each other. She's done that for me, and I'm doing the same for her."
Describing Lone River as an authentic brand with genuine roots in a real family and place, Beal Brown expresses, "Laney and I connected right from the beginning because we both come from small towns and possess that small-town sensibility, although she embodies it even more than I do. It's been an exhilarating journey for both of us these past few years. Watching her growth up close has been incredibly rewarding."
Lainey Wilson Jason Lowrie/BFA.com
Gratitude and solidarity are fundamental values that define the Lone River Ranch Water brand, according to Beal Brown. She acknowledges the numerous individuals who have supported her and given her opportunities throughout her journey. As a result, she is passionate about paying it forward to other women, whether they are founders in the alcohol industry or aspiring female country musicians.
In addition, Beal Brown actively volunteers for the Alliance For Women In Beer, striving to create more avenues for women in the beer and spirits sector. She expresses delight in witnessing increased diversity in leadership roles and emphasizes the importance of connecting with this community to bring more women into the business.
Lone River Ranch Water has joined forces with Miranda Lambert and Wilson to celebrate and uplift strong women who resonate with the cultural roots of West Texas, where the iconic drink originated. "Country music is all about storytelling," echoes Beal Brown, highlighting the essence of their brand. Ensuring an authentic connection with someone is vital to us, rather than a mere corporate partnership."
"I have a deep sense of obligation to ensure that West Texans feel proud of this drink that holds its origins in our shared roots," she explains. "I take this responsibility seriously and strive to create something they can truly be proud of and embrace as their own."
Wilson is also obligated to be as genuine as possible and pay her good fortune forward. When discussing the Nashville show with We, she expressed her excitement about Jake Worthington. "He's from Oklahoma, but he has the voice of a Texas boy," she exclaims. "Oh my gosh, he is one of the most remarkable singers I have ever come across. I believe that when people listen to his voice, they will feel like they are in Texas."
Lainey Wilson, photographed by Erika Goldring/WireImage, was asked about the distinction between Oklahoma and Texas music. Delicately, without offending anyone, she expressed that Texas country and red dirt country have a more raw sound, while Oklahoma's country music leans towards Americana. She added, "Please correct me if I'm mistaken, but that's how I perceive it."
Wilson believes that wherever his brain goes, country music tends to follow. According to the "Save Me" singer, there has been a significant shift in the overall tone of the genre. While there will always be party songs and anthems about beer-drinking, Wilson notes that people are now paying more attention to the lyrics, which she finds really cool. In the past, she has been advised not to overthink her music and simply focus on creating something with a catchy melody. However, that perspective has changed. Wilson has noticed that people are now fully immersing themselves in the music and analyzing it, which she finds beautiful and appreciates as a songwriter. She emphasizes that songwriters pour their heart and soul into their work, and it means a lot when listeners take notice.
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She hopes her upcoming album will receive the same level of attention from listeners. "Even before Bell Bottom Country was released, I had already started working on my next album," concludes Wilson. "I am currently writing a lot of songs for it and will be entering the studio very soon. I absolutely enjoy the process of creating these songs and bringing them to life with my producer, Jay Joyce. Let's wait and see what unfolds. I'm eager to dive in and mix things up."
