CMA Study: How Country Can Expand Its Audience

Last month's CMA Awards encapsulated the country music industry's recent efforts to put a more diverse group of artists in the spotlight. Now the Country Music Association has mapped out ways to potentially bring more listeners in, as well.

The Tennessean reports a new CMA-commissioned study by Horowitz Research — "Country Music's Multicultural Opportunity" — examines the listening habits of Black, Latinx, Asian and white audiences, as well as the reasons non-country music listeners have for not engaging with the genre. 

According to the study, 6 in 10 U.S. adults listen to country music at least monthly, and that drops to 5 in 10 when narrowing the group to non-white listeners.

U.S. adults are divided into four segments: Core listeners, casual listeners, non-rejectors and rejectors. All but the rejectors are considered "potential listeners" — a segment that makes up 55 percent of the Black audience, 46 percent of Latinx, 54 percent of Asian and 75 percent of white listeners.

All told, country music's potential aggregate audience includes more than 164 million U.S. adults, according to the study.

It also explores "reasons for not listening to country music," and Black, Latinx and Asian participants all shared the top three (and very similar) answers in common: "Just not that into it," "Not top-of-mind" and "Can't relate to the vibe."

Thirty-seven percent of Black non-listeners responded that country artists "don't build POC fans," while roughly one-third of all segments said country lyrics were "not relatable."

Among the most striking reasons: "Wouldn't be safe/comfortable at live event," which was cited by 28 to 31 percent of all non-white segments. (21 percent of white participants agreed.) 

A majority of country's "core listeners" across all segments agreed that the genre is becoming more diverse. Among the general population, however, that percentage dips to 36 percent of Asian and Latinx and 40 percent of Black U.S. adults. 

Finally, the study explores potential actions that could make a positive impact and grow engagement among all audiences. The most popular solution among white, Latinx and Asian participants: more collaborations between country and non-country artists.

Black participants' top answer was for the industry to do "more to celebrate cultural diversity." They also prioritized having a diverse pool of artists, the country industry doing more to address racial/social justice issues, and more recognition of the music's Black roots.

At last month's CMA Awards, Jimmie Allen became the second Black artist in history to win the New Artist of the Year prize. Country act Brothers Osborne was named Duo of the Year for the first time since lead vocalist T.J. Osborne came out as gay, and Black artists Mickey Guyton, Brittney Spencer and Madeline Edwards performed the self-acceptance anthem "Love My Hair."

The CMA has also established a Diversity, Equality and Inclusion task force. In its mission statement, the group says country music "is rooted in values of community and family built on contributions from diverse backgrounds."

"CMA is committed to amplifying those traditions by building an inclusive crowded table that embraces and celebrates differences across race, gender, age, religion, sexual orientation, beliefs and identities."