BIGSOUND Country: International Industry Powerhouses Share What They're Watching

Country music is having a moment, not just in Nashville, but around the world, and it’s no surprise the genre is taking up more space than ever at BIGSOUND this year. With international interest in Australian and New Zealand talent at an all-time high, several of the industry’s most influential global figures will descend upon Brisbane next week to connect, discover, and spotlight the future of country from down under.

From talent scouts and festival programmers to global music execs, these visiting delegates are not only keeping tabs on the trends shaping the country landscape, but they’re also on the lookout for fresh voices ready to break beyond borders. We caught up with three of them ahead of this year’s BIGSOUND showcases: Q Prime’s Drew Bennett, CMA’s Meredith Goucher, and AEG’s Rachel Lloyd, each bringing a unique perspective on where country is heading and who they're keeping an ear out for while in town.

Drew Bennett - Q Prime Management

Q Prime Management

What is your role and some of your responsibilities within the country music industry?

After almost 15 years in the Q Prime New York and Nashville offices, I am now spearheading the launch of Q Prime Australia, the first APAC based office for our global management team. Over the years I have worked across various genres, but my direct country experience includes working with artists like Eric Church, Ashley McBryde, Brothers Osborne, amongst others. This new endeavor for Q Prime will be focused on identifying Australia/NZ based artists that seek global representation while also managing our existing clients more intentionally in APAC territories. I am a part of CMA International’s Australian Task Force as well, led by Meredith Goucher and Nat Waller, who have been doing some incredible work advancing country music for many years.

What are some trends you're noticing in the Country music industry at the moment?

A return to a more traditional country sound has been brewing for a few years but you are now seeing that at the highest commercial level, which is great to see. And then obviously, everyone is aware of the massive global growth happening with country music right now, which is unlike anything we have seen before. We have multiple Nashville based country artists on the Q Prime roster who have top 3 touring and streaming markets outside the US, which would have been hard to imagine just a few years ago. It’s an exciting time for country fans and artists all over the world and I think we will start seeing some international artists make that jump to global country superstar in the near future because of it.

Give us some of the country artists you're keen to catch at BIGSOUND this year

Sweet Talk and Tyla Rodrigues are two that I would like to try and catch

Meredith Goucher - CMA (Country Music Association)

Director of International Relations and Development

What is your role and some of your responsibilities within the country music industry?

At CMA I am the Director of International Relations and Development where I have the pleasure of being the bridge builder between the high level operators pushing our genre to new heights internationally and the US based industry that can support their efforts. The main reason why I’m able to be successful is because I work with about 120 members of various CMA International Task Forces that band together to execute major initiatives in the markets they represent, covering Australasia, Canada, the UK, the Nordics and the wider region of Europe. 

What are some trends you're noticing in the Country music industry at the moment?

The trend I’m most excited about is the growing number of young, domestic artists that are building a name for themselves in their own markets. That shows us in the States how deeply connected these territories are to Country Music. While this is not new to Australia, it is new for New Zealand. Take Kaylee Bell for example! As another example, in Sweden, there was a brand new Country Festival that launched in May of this year called High Chaparral that featured primarily Swedish country acts, with Swedish headliners, some acts even singing in Swedish, that was 3 hours from the nearest airport and sold nearly 5,000 tickets. 

Give us some of the country artists you're keen to catch at BIGSOUND this year

As a representative of a trade association representing the entire genre, I can’t pick favorites. But, I am looking forward to the SongHubs showcase on Wednesday to hear what Country influences come from the curated collabs arranged by CMA Triple Play Award winning songwriter, Australia's own Jordan Dozzi. 

Rachel Lloyd - AEG Presents

Promoter

What is your role and some of your responsibilities in the country music industry?

I am responsible for programming and developing Country to Country Festival, where we bring the biggest names and most exciting new acts in country music over to the UK fans. As a National Promoter with AEG, I have a roster of Country and Americana touring acts spanning club and academy venues, to theatres and arenas across the UK.

What are some trends you're noticing in the Country music industry at the moment? 

It feels like the year of the young male singer-songwriter, we’re seeing acts skyrocket sometimes straight out of school! I think the Zach Bryan effect coupled with a growth in percentage of fans ages 16-24 has had a big impact there. But I’m also excited to see lots of powerful female acts getting their moments – the feistier the song the better. Finally, the cross-over collabs show no signs of slowing down, as pop, rock and rap acts jump on the exponential popularity of the Country genre.

Give us some of the country artists you're keen to catch at BIGSOUND this year

My ears are open, lots to discover! But particularly excited to catch Tyla Rodrigues, The Wet Whistles and Josie.