TL;DR
Mainstream brands are partnering with country music artists to reach a growing demographic of 115 million people. The number of adults who listen to country music has increased by 13 percent since 2015.
Since 2015, the number of adults who listen to country music has increased by 13 percent--according to a new Adweek article, that's 115 million people. Due to this growing audience, mainstream brands are tapping into country artists to help them reach a new demographic--like we saw from KFC earlier this year.
"Country music is a cornerstone of American culture,” says Ricardo Marques, vp of marketing at Budweiser. “It makes sense for our brand, where we come from and where we want to take it. It’s the fastest growing music genre in the U.S. today, resonating with people 21 and up, in different parts of the country."
The Country Music Association has been creating genre-bending content for years and this tactic has created a broader audience of country music fans. Franchisors no longer have to be concerned about the polarization of using a country music star to represent their brand, it may even be a creative way to connect with new audience.
In this story
This story was originally published in 1851 Franchise on March 5, 2018. Burnaze summarizes and links to the original reporting.
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