Over the past few weeks I’ve been listening to a playlist of hundreds of tracks that hit the Modern Rock charts on Billboard. The stars of the genre are Foo Fighters, Pearl Jam, REM, U2 and Coldplay, but in the genre’s 1990s heyday plenty of now-forgotten acts seemed to never be off the charts. Who in 2023 says that any of these are their favourite bands: Goo Goo Dolls, Everclear, Live, Silverchair, Third Eye Blind, Bush or Better Than Ezra?
It suddenly hit me that you could make the same case for the last few decades of country music. Who in 2023 says that their favourite act in the world is Jake Owen, or Randy Houser, or Brantley Gilbert, or Cole Swindell, or Dylan Scott? Just as rock and roll turned into a corporate exercise which united Vans trainers, big outdoor festivals like Lollapalooza and ‘rebellion’ in inverted quotation marks, so country music has served up boardroom-approved stars, some of whom you might not think are creatures of the marketing meeting.
I name this genre of music Corporate Country. There is no point complaining about it: it won’t go away. It exists to make money, sound pleasant and keep the industry ticking over. Bo Burnham called it ‘Stadium Country’ in reference to Keith Urban’s rock sound, noting the disconnect between the act’s music (‘I walk and talk like a fieldhand’) and their millionaire lifestyle with boots that ‘cost three grand’. The song Pandering made a serious point through a jokey song, and I didn’t read any criticism from Music Row of a kid who has since become a neurotic figure of contemporary comedy through a successful Netflix special (and where did Bo get his start? Youtube videos).
If there is one man who sums up Corporate Country, it’s Joey Moi, the staff producer at, and co-founder of, Big Loud Records. You might know him from such hits as Last Night by Morgan Wallen, Cruise by Florida Georgia Line and Up Down by Morgan Wallen featuring Florida Georgia Line. Plus How You Remind Me by Nickelback. Once you know that, you know why FGL succeeded: Joey Moi knows what money sounds like.
So does Scott Borchetta, whose dad was a big figure in radio promotion and whose Big Machine label (the clue is in the name!!) has brought country radio Taylor Swift, Justin Moore, Thomas Rhett and Brantley Gilbert in the last two decades. All of them are marketed heavily to country fans around the world; indeed, after Borchetta sold to the same company which runs Justin Bieber’s career, Big Machine was sold on to the South Korean company that runs BTS’s career. Borchetta remains CEO, even though Taylor Swift is no longer part of his empire.
Does the acknowledgement of the ‘business’ side of the music business make every act signed to a major label Corporate Country? I think it depends on the backstory and the development. Nirvana and Green Day both put out albums on small labels before major labels chucked money at them. REM’s huge success in the 1990s coincided with their multi-album deal with Warners. None of those three are held in a lesser light, but it might be because they all led the charge rather than followed in the slipstream.
On the country side, the biggest and most bankable star is Garth Brooks, who is bigger than the genre he helped make money for. Garth took rock aesthetics – your zipwires, your hollering to the back of the arena – to country music, but after arguing with his management in the mid-1990s he has been independent for 20 years, putting out music on his Pearl label. He did, however, sign an exclusivity deal with Amazon Music to stream his catalogue and repackaged his music smartly with The Limited Series. After he played Central Park, he had no worlds left to conquer so retired for a decade and is now country’s hottest legacy act with inevitable Las Vegas shows booked for 2024. Carrie Underwood, Reba and Brooks & Dunn have also done Vegas. Is Carrie – who won a TV talent show, was signed to Simon Cowell’s label for a long time and today produces her own music – Corporate Country? I don’t think so.
Alongside Garth came Tim McGraw, who started singing about being an Indian Outlaw despite actually being a minor league baseball player’s son who ended up marrying Faith Hill, country music’s equivalent of Celine Dion. McGraw played the O2 Arena as part of the first Country2Country festival in London, offering some uptempo tunes about love and the majestic key change of Live Like You Were Dying. His recent album Here On Earth sounded to me like someone in a boardroom said, ‘Let’s make an album that sounds exactly like Tim McGraw’s greatest hits!’
There are plenty of stars like McGraw who have dominated radio and headlined arenas. Luke Bryan was the Trojan Horse for putting loops and 808s onto country radio, yet he kept to his country roots by playing gigs on farms and bringing out Spring Break EPs. Luke’s winning smile helped sell songs that rhymed ‘catfish dinner’ and ‘winner winner’.
Jason Aldean has had over 30 number ones in his career, all of which sound eerily similar to each other because the formula works. This muscular, masculine country music was the sound of corporate country much as corporate rock became the domain of blokes with a ‘yarl’ in their voice. The ‘yarl’ is the vocal tone that made them sound like the multiplatinum-selling band Pearl Jam, who forsook corporate rock by taking on Ticketmaster. They lost the battle but won the war and are now the world’s leading independent rock band.
What about Jon Pardi, who is finally coming to the UK in 2023? It took him a long time to break through in country, where he was helped by songs written by Rhett Akins like Dirt on My Boots. Four albums in, the Californian has brought the ‘Western’ side back to country just as fiddles and steel guitars and other organic instruments are helping Music City make money.
In a time of brand synergy, where country acts bring out alcohol and appear as judges in TV talent shows, tourist traps are the ultimate corporate country move (short of opening a theme park like Dolly Parton has done. For some reason, I don’t think you can class Dolly as Corporate Country, by the way). The most corporate street Nashville is Broadway. As of June 2023, the following acts have bars on the street: Alan Jackson, Kid Rock, John Rich, Dierks Bentley, Luke Bryan, Blake Shelton, Florida Georgia Line and Miranda Lambert. Eric Church and Garth Brooks will open theirs soon.
As I wrote that paragraph I started to hum Tennessee Whiskey, which made me wonder whether Chris Stapleton is Corporate Country. Consider this: he’s on Mercury Records and works out of RCA Records’ Studio A with Dave Cobb; he headlined Country2Country and just won the ACM Award for Entertainer of the Year; he started out as a staff songwriter who wrote hits for Luke Bryan (Drink A Beer), Thomas Rhett (Crash and Burn) and Kenny Chesney, whose song Never Wanted Nothing More, according to its writer, ‘bought me a house’. Tennessee Whiskey, by the way, is a diamond-certified song, matching the success of Cruise, which is perhaps the Corporate Country anthem.
Has Stapleton, the most unlikely superstar in the genre’s history, been disguised as an underdog while all the time being a Corporate Country unit shifter? What about Everybloke Luke Combs, whose brand includes trucker hats, whiskey and coke in a red solo cup and songs about beer? He’s in the O2 Arena in his own right this autumn, but his regular videos of him playing verses of unreleased songs remind long-time fans of what he did at the start of his career. Indeed, his version of Fast Car appeared on his recent album and has been sent to ‘Adult Contemporary’ radio in the UK.
That sounds quite calculated, but I don’t think Combs is Corporate Country much as his pop music equivalent Ed Sheeran is ‘Corporate Pop’. Ed grew up as a teenager gigging relentlessly and selling CDs from the back of a car. He has a genuine affection for both British rap music and Nashville country music, just as Luke Combs has invited 49 Winchester out to open his London shows for him. I don’t think a Corporate Country act can do that.
Corporate Country is everywhere, however, even though we might not notice it. Two successful backroom boys, Ashley Gorley and Shane McAnally, now run their own imprints as a reward for writing smashes for various acts, respectively Tape Room and SMACKsongs. They can thus nurture the next generation of songwriters to write smashes for the next generation of various acts. If a writer can work three sessions a day five times a week, then that’s 60 songs a month and over 700 a year. Per writer. Many of them are lists of rural items or good-time songs, which will help fill time in between car and beer commercials on country radio. As an example, listen to any Dustin Lynch song.
The genre is constantly looking outwards, which is why the Country Music Association was established in the first place, and C2C now has outposts in Europe and Australia. CMA Fest – the annual jamboree in Nashville which this year takes place over the weekend of June 8-11 – brings countless corporate acts to the Bridgestone Arena, with minor league stars and legacy acts also dotted around various venues in the city during the daytime. Some of these newer acts will be signed to development deals that do not guarantee even an EP release; others will hit the zeitgeist and end up following Morgan Wallen to number one on the Hot 100.
There is a reason why Wallen still has a career despite being The Man Who Said The Word. It’s because he’s Corporate Country’s Exocet missile, helping to land country music in the heads of non-country fans and perhaps convincing them to head to the Opry or Dollywood or Lower Broadway. Big Loud Records are using the Wallen money to send a Texan artist called Jake Worthington on tour around the clubs of the Red Dirt scene this year. They have sent Hardy’s music to rock radio because it sounds so much like Corporate Rock, while Jake Owen is about to release another album of music in the Jimmy Buffett/Kenny Chesney mould. Joey Moi, as ever, is the producer.
Of course country music needs to make money. The infrastructure of Nashville depends on its success and there needs to be fresh meat and fresh sounds every few years, with the market flooded with acts who float (Luke Bryan) or sink (David Nail). I think it’s quite a Corporate Country move for Kane Brown and Luke Combs to sing about Brooks & Dunn b-sides and debut albums, or for Scotty McCreery to sing an outside write that strings together a host of George Strait songs to make the point ‘Damn Strait! You’re killing me, man!’ This sends new listeners back to the old songs and perpetuates the brand of country music as a whole, which is bigger than any act, even Garth Brooks.
As I’ve been writing this, I’ve been wondering whether I am tying myself in knots. I hope I have delineated the leaders of the pack with the obvious Corporate Country dweebs. If you look at a list of number one songs through the ages, very few of them made it beyond their chart run to make an impression on future generations. I don’t think the likes of Alan Jackson, Alabama, The Dixie Chicks and Loretta Lynn can ever be called Corporate Country; Barbara Mandrell and Martina McBride can.
Shania Twain is effectively Corporate Rock in the body of a Canadian country singer. Eleven (11!!) songs from Come On Over were singles, which is an extreme example of milking the cash cow dry. The most corporate move of 2023 in country has been the announcement that Dolly Parton’s new album will be a rock album replete with guest stars. The release is inspired by her surprise induction into a building or idea which personifies Corporate Rock: the Cleveland-based Rock & Roll Hall of Fame.
If the proliferation of country stars in the Rock Hall isn’t evidence of how country music is thought of in 2023 – Willie Nelson will be inducted this autumn – then I don’t know what is.