The success of country music outside North America has been a remarkable growth story over the last decade.
The UK and Europe have been key to country music’s international expansion, which is why the Country Music Association is staging its first international summit in London (March 11).
With three major country festivals (including this week’s C2C Country To Country in London, Glasgow and Belfast), rapidly expanding touring opportunities, and hundreds of country shows in the UK alone in 2025, the CMA said this region represents the “most active and influential international hub for our industry”.
The invite-only event at Soho Works will help to connect membership here with executives, platforms and partners who are shaping audience growth across Europe.
Alongside CMA execs, industry speakers include Rachel Davies (commissioning editor for BBC popular music television), Jim King (CEO, AEG Presents UK and European Festivals), Scott Borchetta (founder/chairman Big Machine Records, Nashville Harbor Records & Entertainment), Alex Hannaby (head of UK, VP of international for Hybe Label Services), Anna-Sophie Mertens (SVP, touring, Live Nation, UK) and Rachel Lloyd (promoter, AEG UK).
A pre-C2C showcase will feature Mackenzie Carpenter, Jackson Dean, Mae Estes and Jack Wharff Band.
Here, CMA CEO Sarah Trahern explains why the time was right for the international summit, discusses the growing country music business in the UK and looks ahead to the C2C Festival…
Why did you decide to launch the international summit this year in London? Is it set to be a regular event?
“London felt like the right place to bring the conversation together because so much of the European Country Music community gathers here around C2C. This summit has a particular focus on the European market, and many of the industry professionals attending are working across the region, whether through labels, agencies, PR teams or promoters. We’ll also have members of CMA’s international task forces joining from Germany, the Netherlands, Norway and Sweden, along with other partners who are helping grow the genre in their markets. CMA has hosted similar gatherings before. What’s different now is the level of sustained momentum we’re seeing across Europe. The goal is simply to create space for industry leaders to exchange ideas, share insights and strengthen relationships that support the genre’s long-term growth.”
We’re seeing more and more professionals building careers and infrastructure around country music
Sarah Trahern
How strong is the CMA membership in the UK and Europe?
“The growth of country music in the UK and Europe is often talked about in terms of audience and consumption, but what’s just as encouraging is what’s happening on the industry side. We’re seeing more and more professionals building careers and infrastructure around country music. That’s reflected in CMA membership as well. We’ve seen steady growth across the UK and Europe over the past several years, with the UK representing our largest international membership base. Our members represent every part of the industry, including artists, songwriters, touring professionals, promoters, managers, labels, publishers and media. The UK in particular has developed a strong professional ecosystem around the genre, from festivals like C2C to dedicated media outlets and radio platforms.”
Country music has been on the rise in the UK – where do you think it can go from here?
“The UK has had a vibrant country music community and homegrown artists for decades, and that foundation is an important part of what we’re seeing today. What feels exciting right now is how that scene continues to evolve, alongside growth happening across several European markets. Artists like The Shires helped establish a strong modern foundation, and now we’re seeing a new generation of UK artists finding their own space within the genre.
“At the same time, we’re seeing developing artists emerging not just in the UK but in places like Norway, Germany, Sweden and the Netherlands. Many of them are building audiences through streaming and social platforms long before they ever tour internationally, which allows fans to discover artists across borders and follow their careers in real time. As that continues, I think we’ll see more artists from across Europe building sustainable careers in country music while bringing their own stories and perspectives into the genre.”
Sarah Trahern (credit: John Russell)
What kind of issues will the CMA Task Force panel be exploring?
“The conversation will focus on the opportunities and challenges shaping country music’s global expansion. That includes how the industry can better collaborate across markets, how we support developing artists internationally and what infrastructure needs to exist in order for the genre to grow sustainably outside the US. One of CMA’s roles as a trade association is to bring professionals together to share insights and strengthen partnerships. When people from different sectors of the business are in the same room exchanging ideas, that’s often where meaningful progress begins. That’s CMA’s secret sauce.”
The event takes place ahead of C2C (Country To Country), what are your hopes for that edition this year? How do you think the UK will respond to Grammy winner Zach Top, who's going back to country's roots?
“C2C has become one of the most important global gatherings for the country music community, and every year the energy from fans here is remarkable. One of the things that makes the genre so healthy right now is the range of artists and sounds audiences are embracing. I often describe country music as a big tent, with room for artists drawing from traditional influences as well as those exploring new directions.
“Our team had the chance to see Zach perform this past weekend at C2C in Berlin and Rotterdam to really enthusiastic crowds. He’s been very intentional about connecting with fans and growing his audience across Europe. Given how engaged the C2C audience is here in London and their appreciation for strong songwriting and musicianship, I have no doubt his performance will be one of the highlights of the weekend.”
Artists like The Shires helped establish a strong modern foundation, and now we’re seeing a new generation of UK artists finding their own space within the genre
Sarah Trahern
We've seen the launch of country radio stations in the UK, do you think the genre gets enough media support here especially as country is no longer seen as a US-centric form of music?
“We’ve definitely seen encouraging progress in recent years. Dedicated radio formats, digital platforms and media outlets have helped expand awareness of the genre, and that visibility plays a major role in helping artists build fanbases internationally. At the same time, continued growth in media support is important for any developing market.
“One of the things we’re seeing globally is that country music is no longer perceived as belonging to a single place. At its core, the genre has always been rooted in strong storytelling and universal emotions like love, heartbreak, redemption, and sometimes just a great drinking song. Those themes resonate with audiences no matter where they live. That kind of connection creates real opportunity for media platforms to support and showcase the genre as its audience continues to grow.”
How has a new generation of country superstars established themselves as touring and chart acts in the UK? Is there a multi-generational audience in Britain for stars such as Luke Combs and Zach Bryan?
“Streaming and social platforms have played a significant role in introducing new artists to international audiences much earlier in their careers. Fans in the UK are discovering music at the same time as listeners in the US, which means artists are arriving with established fanbases before they ever tour the market. When those artists finally step onto stages here, the connection is already there.
“What’s been especially encouraging is that the audience is truly multi-generational. You see longtime fans alongside younger listeners who discovered the genre through streaming or social media. Artists like Luke Combs and Zach Bryan connect across those groups because they deliver something that has always been at the core of country music – authentic storytelling and songs that people feel personally connected to.
“What I’ve also noticed in the UK is the depth of that connection. Fans here often latch onto an artist’s catalogue early, not just the current hit. And when artists make the investment to come here early in their careers, there’s a loyalty that develops between the artists and their audiences that continues to grow year after year.”
PHOTO: Zach Top performs during C2C Festival at the Uber Eats Music Hall, Berlin (credit: Frank Hoensch/Redferns/Getty)
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