CMA Showcases Country Music’s Global Opportunity In London During C2C Festival

CMA Showcases Country Music’s Global Opportunity in London During C2C Festival

Key Industry Players Including Record Label Executives, Talent Agents, Promoters and Media Partners Unite Under CMA’s Leadership to Drive Country’s International Growth

In London during this year’s C2C: Country to Country festival, as artists and fans from around the globe came together, the Country Music Association gathered a venue full of industry leaders, brand partners, and creative minds for a conversation about the genre’s undeniable international momentum—marked by record-breaking streaming increases, sold-out tours, and rising radio listenership. But at the heart of the gathering was something deeper than the numbers: a shared belief in the growing power of Country Music and the community that supports it.

Hosted as part of CMA’s broader presence at C2C, the presentation—“Brand Power of Country Music in the U.K.”—offered more than a snapshot of industry trends. It was a thoughtful look at the people and partnerships shaping Country Music’s expanding story, and a testament to how collaboration and collective effort are fueling the genre’s remarkable rise, not only in the U.K., but globally.

CMA Chief Executive Officer Sarah Trahern opened the presentation by reflecting on CMA’s role at the heart of the genre’s growth. For more than six decades, CMA has worked to connect and support every corner of the Country Music community, ensuring the genre continues to thrive all around the world. “We’re proud to be a vital connector within Country Music,” Trahern shared, emphasizing that CMA’s efforts focus on fostering growth in a way that is inclusive and sustainable.

Trahern also underscored that the genre’s continued rise—particularly in the U.K.—is no accident. “Momentum like this doesn’t happen by chance—it’s the result of artists, teams, and industry leaders coming together to expand the market, engage new fans, and build long-term success,” she noted, setting the tone for the afternoon’s conversation.

That sentiment was echoed throughout the presentation, as leaders from across the music business highlighted how Country Music’s foundation in the U.K. has been built—and continues to grow—through strategic collaboration. Each speaker pointed to the same driving force behind the genre’s success: a shared commitment to authenticity, storytelling, and a thriving community.

Helen Thomas (Head of BBC Radio 2) underscored this collective approach, reflecting on the station’s long-standing commitment to amplifying Country Music’s voice. As the U.K.’s most listened-to station, Radio 2 has partnered with C2C since its formation in 2013, steadily expanding its Country programming year after year. “Radio 2 is proud to bring Country Music to our 13.6 million listeners,” she shared. “It’s exciting to see how the appetite for Country continues to flourish, and we’re committed to shining a light on the incredible artists and stories that define it.”

That investment in community extends well beyond radio. Jim King (CEO, European Festivals, AEG Presents) reflected on how foundational events like C2C have laid the groundwork for major festivals such as BST Hyde Park to embrace Country Music on some of the world’s most iconic stages. He noted that the commitment to the genre is no longer confined to niche spaces—Country Music is becoming part of the broader cultural fabric, integrated into live programming across Europe in new and meaningful ways. King emphasized that this is not a passing trend, but a long-term commitment, with plans to continue featuring Country artists across all BST Hyde Park shows and beyond, ensuring the genre’s presence remains a fixture in the U.K. festival landscape.

The conversation also reflected the collective effort from labels and artist teams driving this growth. Phil Connolly of Sony Music highlighted how artists like Luke Combs have steadily built a passionate U.K. fanbase—growing from smaller stages to back-to-back sold-out arena shows—while Cayleigh Shepherd of Big Loud spoke to Morgan Wallen’s record-breaking success and his ability to connect with younger, global audiences. Alexandra Hannaby of Big Machine Label Group emphasized the unique role of radio in amplifying that connection, while Luke Roberts of Lime Tree Music offered insight into how artists and their teams are working strategically to foster loyal fan communities both online and on the road. Together, their remarks underscored the wide-ranging collaboration happening across labels, management, and marketing teams to ensure the genre’s continued rise.

Woven throughout the presentation was a clear message: Country Music is built on connection. Presenters highlighted how the genre’s foundation rests in storytelling—songs that reflect the real experiences, challenges, and celebrations of its listeners, making space for genuine engagement. Fans aren’t just casual supporters; they’re active participants, deeply engaged in a community where authenticity matters. For anyone seeking to align with an audience that values honesty, connection, and loyalty, it’s hard to imagine a more natural fit.

This spirit of collaboration is reflected not only in the genre’s steady rise in streaming and radio play, but in its presence throughout the year. The U.K. calendar is filled with festivals like The Long Road, Highways and a host of sold-out headline tours from artists such as Darius Rucker, Alana Springsteen, Stephen Wilson Jr., Tanner Adell and more. At every turn, there are opportunities to connect—not just with fans, but with the broader network of artists, industry leaders, and partners who are shaping Country’s future together.

For those less familiar with CMA, the session offered a clear picture of the association’s role—not just supporting a genre, but helping nurture the culture and community around it. Through partnerships, collaboration, and a shared commitment to growth, CMA continues to champion the people and connections that allow Country Music to thrive.

“We often refer to Country Music as ‘the big tent,’” Trahern reflected. “There’s room for everyone, and the more we work together, the stronger the community becomes.”

It’s a message that invites anyone—regardless of familiarity with the genre—to step inside, get involved, and help shape a story that continues to grow, built on connection, authenticity, and shared purpose.

Curious to learn more about “Brand Power of Country Music in the U.K.” and CMA’s international efforts? Drop us a line at [email protected].

CMA extends its gratitude to the industry leaders who shared their insights and helped shape this conversation: Michelle Boursiquot (BMG), Ami Brown (Universal Music Group), Zoe Briggs (REPUBLIC Collective), Phil Connolly (Sony Music), Meredith Goucher (CMA), Alexandra Hannaby (Big Machine Label Group), Sean Hendrie (United Talent Agency), Jim King (AEG Presents), Baylen Leonard (Absolute Radio, The Long Road, Holler), Rachel Lloyd (AEG Presents), Neil McSteen (CAA), Anna-Sophie Mertens (Live Nation), Luke Roberts (Lime Tree Music), Shannon Saunders (WME), Cayleigh Shepherd (Big Loud), Gaëlle Siourakan (Universal Music Group), Sarah Trahern (CMA) and Helen Thomas (BBC Radio 2).