When a major artist releases a new album, the first thing to follow is the onslaught of think pieces. And when Beyoncé released Cowboy Carter earlier this year, the tone of these think pieces – especially on this side of the Atlantic – was one of slightly baffled congratulation. Here, at last, was a pioneer who might drag this hidebound genre – of sequins and satin, of lachrymose, middle-aged songs about drink and divorce – into the modern age.
‘Modern country is like punk for the Hannah Montana generation’
The only problem is that Beyoncé was not leading; she was following. Beyoncé pivoted to country not to make it cool, but because it’s become cool – and more of a commercial powerhouse than it has been for years. In the US, just 23 country songs have topped both the country chart and the Billboard Hot 100, and three of them came in the week of 5 August last year.
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