OF COUNTRY2010 Industry Overview and
Country Fan Analysis
2009 marked the fifth consecutive year Nielsen SoundScan
reported Country Music sales of more than 1 billion units (albums,
singles, music videos, digital tracks), continuing a steady growth
that reflects commitment to the genre. Numbers for the first half
of 2010 show promise that this increase in sales will continue.
Fourth quarter new releases from artists including Kenny
Chesney, Rascal Flatts, Darius Rucker, Sugarland, Taylor Swift,
Keith Urban and Zac Brown Band will certainly skyrocket sales.
C H A R T T O P P I N G
C O U N T R Y M U S I C –
O N E B I L L I O N S O L D !
C O A S T T O C O A S T
S U P P O R T country
41% of adults who reside in the Top 25 DMA’s
consider themselves to be Country fans.
Top 10 Country Albums of 2010
Lady Antebellum, Need You Now 2.2 million
Taylor Swift, Fearless 536,104
Zac Brown Band, The Foundation 495,767
Carrie Underwood, Play On 376,723
Lady Antebellum, Lady Antebellum 314,206
Miranda Lambert, Revolution 268,757
Josh Turner, Haywire 254,506
Jason Aldean, Wide Open 247,817
“Crazy Heart” Soundtrack 240,645
Blake Shelton, Hillbilly Bone 201,065
Top DMA’s for Country Album Sales
1.New York City 6.Atlanta
2.Los Angeles 7.Nashville
3.Dallas/Ft. Worth 8.Seattle/Tacoma, WA
4.Washington, D.C. 9.Philadelphia
5.Houston 10. Chicago
is in love with
The numbers don’t lie–the country
shares a deep and abiding love
for Country Music. From coast
to coast, across income brackets
and in big and small towns it
is clear that Americans connect
with Country and that connection
shows in the numbers.
π 38% of Americans–or about
85 million people are Country
π Country Music is the No.1 radio
format among adults and reigns
over all other music formats
with more than 2,010 stations
Source: GfK MRI, Spring 2010
Taylor Swift’s Fearless ended 2009 as the
biggest selling album with just over 3.2 million
album sales. Swift came in second behind
Michael Jackson as the biggest-selling artist
of 2009. Swift’s 4.6 million combined album
sales in 2009 marked the second straight year
that she sold more than 4 million albums.
Source: Nielsen SoundScan 5/31/10
Source: GfK MRI, Spring 2010
Following the trend of recent years, 2009 saw a 16% increase
in digital music purchases. Country artists benefitted from the
trend with an all-time high in RIAA certification for Country
singles with six multi-Platinum, 16 Platinum and 37 Gold.
Country remains the most dominant music radio genre, with
2,010 stations devoted to the format–more than double of the
next musical category. Four of the top 10 artists that received the
most airplay in 2009 for any format were Country music artists–
Toby Keith, Tim McGraw, Rascal Flatts and Taylor Swift.
More adults listen to Country Music radio
weekly than any other format.
Country 20% Rock 11%
CHR 19% Classic Rock 10%
AdultContemporary 17% Alternative 7%
Urban 13% Rhythmic 7%
News/Talk 12% Religious 7%
Digital Song Sales of 2010 (as of may 2010)
Taylor Swift "Love Story" 4,569,031
Lady Antebellum "Need You Now" 3,671,307
Taylor Swift "You Belong With Me" 3,252,306
Zac Brown Band "Chicken Fried" 2,222,652
Rascal Flatts "My Wish" 1,558,667
Carrie Underwood "Cowboy Casanova" 1,359,064
Zac Brown Band "Toes" 1,293,422
Taylor Swift "Today Was A Fairytale" 1,107,632
Lady Antebellum "American Honey" 678,504
Carrie Underwood "Temporary Home" 492,227
D I G I T A L M U S I C A C C O U N T S F O R
4 0 % O F M U S I C P U R C H A S E S
C O U N T R Y R A D I O D O M I N A T E S
T H E A I R W A Y S
In 2009 Taylor Swift was one of
only four artists who sold more than
10 million tracks digitally
(with 12.3 million)–a first for a
Source: GfK MRI, Spring 2010
t h e S ta r s
CMA hosted their 2nd
Annual CMA Music
Festival Tweet ‘n’ Greet.
Host Tim McGraw along
with stars including
Lady Antebellum, Reba
McEntire, Keith Urban
and the Zac Brown
Band tweeted and
updated their Facebook
status during the show.
Country fans rallied
behind the TV special,
pushing it to No.1
on Twitter's Top 10
Trending Topics for
Country Fans Are Connected
76% have a Facebook account
23% have a Twitter account
90% are online daily and/or consider themselves a “Web junkie”
68% have downloaded digital Country Music files (single songs
or full length albums)
Source: 2010 CMA Music Festival Attendee Survey
C O N N E C T I N G V I A S O C I A L M E D I A
Country artists and their fans are tapped into the power of social
media, connecting via Facebook, Twitter, MySpace, and YouTube.
• Taylor Swift ranks just behind Lady Gaga and Michael Jackson,
but above The Beatles and Beyonce for Facebook fans.
• Carrie Underwood has more Facebook fans than Madonna,
Kim Kardashian and the New York Yankees.
• Taylor Swift, Dolly Parton and Kenny Chesney take top honors
in Twitter followers. With 23% of Country fans boasting a Twitter
account, other artists are rapidly growing their list of followers.
• The CMA Music Festival Web site reached the "1 million
unique visitors" mark in 2010.
Top 10 Country Artist Facebook Fan Pages
as of Sep. 8, 2010
Taylor Swift 9,836,707
Johnny Cash 2,762,575
Carrie Underwood 2,482,867
Lady Antebellum 2,150,816
Rascal Flatts 1,444,429
Kenny Chesney 1,434,954
George Strait 1,461,500
Jason Aldean 1,399,757
Tim McGraw 1,291,806
Zac Brown Band 1,256,308
Companies flocked to team with
Country artists and tap into their
powerful and passionate fan base.
Country stars partnered with a
broad range of brands including
clothing lines, greeting cards,
consumer electronics, beauty
products and food items.
P O W E R F U L A N D I M P A C T F U L
P A R T N E R S H I P S
Faith Hill – Coty
Kellie Pickler – Sexy Hair
Taylor Swift – American Greetings,
SONY Cyber-Shot digital cameras,
Jason Aldean – Country Financial
Reba McEntire – Dillard’s
Miranda Lambert – Cotton, Inc.
Carrie Underwood –Vitamin Water,
Keith Urban – KC Masterpiece, Kingsford Charcoal
Rodney Atkins – VELVEETA Shells and Cheese
Trace Adkins – BC Headache
M ore than 5 . 5 M I L L I O N F A N S
A T T E N D E D C O U N T R Y M U S I C
C O N C E R T S L A S T Y E A R
Hitting the road and connecting with their fans is critical to
Country artists, so it is no surprise that Kenny Chesney came in
at No. 3 on Pollstar’s list of the Top Tours of the Decade, based
on gross box office receipts. With nearly a half a billion dollars
earned on the road over the last decade, fans are coming out to see
Chesney’s shows. It’s no wonder that sponsors including Cruzan
Rum and Corona Extra have partnered with him.
In 2010, Country concert numbers are on track
to surpass last year’s touring numbers. Once
again, major sponsors are tapping into the
power of the fan base by sponsoring Country
Top Tour Sponsors of 2010
Artist Tour Sponsor
Brooks & Dunn Toyota Tundra
Martina McBride/Trace Adkins SunnyD/BC Headache Powder
Tim McGraw Outback Steakhouse
Brad Paisley Chevy
Rascal Flatts JCPenney
Perhaps the biggest news of the year
was the return of Garth Brooks to
regular performing, if only in one
venue and one city. Brooks announced
that he will perform intimate acoustic
shows at the Wynn Las Vegas resort and
casino. The superstar will play a series
of dates each year for five years, most
which have already sold out.
Jace Everett, “Bad Things,” Billy Ray Cyrus and Miley Cyrus
• Faith Hill participated as a guest judge on the season finale of
Lifetime’s hit reality series, “Project Runway.”
• Luke Bryan and Emily West appeared in an
episode of NBC’s “Celebrity Apprentice.” The
two artists took part in a challenge that had the
celebrity teams trying to figure out what it takes
to make a Country Music superstar.
• Tim McGraw garnered rave reviews playing Sean Touhy in
the Oscar-nominated movie “The Blind Side.” McGraw's song
“Southern Voice” was featured in the closing credits.
• Billy Ray Cyrus and Miley Cyrus starred in “Hannah Montana:
The Movie” with Taylor Swift and Rascal Flatts making cameo
appearances and contributing to the soundtrack.
• Fox's “American Idol” dedicated an episode to the Grand Ole
Opry, with performances by Brad Paisley, Randy Travis and
• Taylor Swift appeared in “Valentine’s Day.” The soundtrack
features her song “Today Was a Fairy Tale,” as well as tracks
from Jewel, Willie Nelson and Steel Magnolia.
• Producer T Bone Burnett and songwriter Ryan Bingham won
an Oscar for "The Weary Kind" from the film "Crazy Heart."
Burnett also produced the soundtrack for the movie, which
included Bingham, Waylon Jennings, George Jones, The
Louvin Brothers, Buck Owens, Townes Van Zandt and Kitty
Wells among others.
• Dolly Parton’s musical "9 to 5" made its Broadway debut and
received four Tony Award nominations.
• Jace Everett wrote and performed “Bad Things,” the
theme song for the acclaimed HBO
series “True Blood.”
C O U N T RY A RT I S T S I N V A D E P O P
C U LT U R E
“The 43rd Annual CMA Awards” showed
why it is “Country Music’s Biggest
Night.” When the 2009 CMA Awards
aired live on ABC on Nov. 11, 2009 the
Awards dominated prime time ratings,
garnering 17.2 million viewers and
sweeping all demos.
The 2010 CMA Music Festival, held every
June in Nashville, topped attendance
records with more than 260,000 fans.
Loyal fans were treated to more than 100
hours of concerts and appearances from
more than 400 artists and celebrities. CMA
Music Festival also captured the attention
of television audiences with a three-hour
network TV special on ABC on Sep. 1, 2010.
“CMA Music Festival: Country’s Night to
Rock” was viewed by more than 6 million
Country artists light up the big screen, the small
screen and the great w hite way !
A COUNTRY CHRISTMAS
Capturing the spirit and the magic of the
season, the CMA holiday television special
will feature performances by a variety
of artists performing classics ranging
from intimate, moving ballads to rocking
production numbers. The show will also
include up close and personal moments
with Country artists and their families
discussing cherished holiday memories and
traditions. The show will air on ABC.
• Julianne Hough, Sugarland and Zac Brown Band were among
the celebrities at the recording session for a reprise of "We Are
The World," which benefits Haitian relief efforts.
• Team USA received a special musical tribute to celebrate the
2010 Winter Olympics in Vancouver. Gloriana, Rascal Flatts,
Sugarland and Train were among artists who contributed
original songs to the AT&T Team USA Soundtrack, sold on
iTunes during the Winter Games, with proceeds going to the
U.S. Olympic Committee to benefit Team USA. They also
recorded exclusive music videos, which were featured during
NBC’s Olympic Games coverage.
• Faith Hill reprises
her role as the
musical intro for
Night Football” and
Hank Williams Jr.
once again asks
“Are You Ready For
on "ESPN Monday
night Football." Faith Hill
Carrie Underwood’s 2010 wedding was cover material for three
major celebrity weeklies, however, she is not Country’s only
cover girl. In the past year Country artists have graced the covers
of a wide range of mainstream magazines including, Allure,
Bliss, CosmoGirl, Entertainment Weekly, Girl’s Life, Glamour, Good
Housekeeping, InStyle, Lucky, Men’s Journal, Parade, People, Reader’s
Digest, Rolling Stone, Self, Shape, Seventeen and Teen Vogue.
Kenny Chesney, Alan Jackson and Denise Jackson, Reba McEntire
and Brad Paisley appeared on the covers of People Country.
Additionally, Julianne Hough, Taylor Swift and Carrie Underwood
were included in People’s “100 Most Beautiful People” list.
π George Jones’ “He Stopped Loving Her
Today” was among 25 songs added
in 2009 to the Library of Congress
National Recording Registry.
π Roy Clark, Barbara Mandrell and
Charlie McCoy were inducted into
the Country Music Hall of Fame in
2009. 2010 inductees include Jimmy
Dean, Ferlin Husky, Billy Sherrill and
π Alan Jackson and Crystal Gayle
received stars on the Hollywood Walk
of Fame in 2009.
LENDING THEIR VOICE
GRACING THE PAGES
ROCK video games
Country artists continue to make their
presence felt in the world of video games.
Fans were able to be in a band with a virtual
Taylor Swift in “Band Hero,”
while “Guitar Hero World Tour”
added songs by Brooks & Dunn,
Brad Paisley and Rascal Flatts.
Toby Keith songs were added
to the Rock Band Music Store
as well as a six-pack for XBOX
L O Y A L A N D P O W E R F U L F A N B A S E
Country music fans represent 38% of Total U.S. Adults,
more than 85 million people.
Country Music Fans . . .
Are Brand Loyal
• 83% believe buying American products is important
• 89% stick to the brands they like
• 75% will buy a product that is made by a company they trust,
even if it is slightly more expensive
• 38% spend $150+ on average on groceries per week
• 25% more likely than the average American to spend $100+ last
month at a convenience store
Are Home and PET owners
• 76% own their home—9% more likely to own their own home
when compared to the U.S. population at large.
• More than 60% of homes are valued at $100,000+
• More than 56 million have pets
Like to cook
• 57% spend 4 hours cooking per week
• 49% barbecue once a week
Entertain at home
• 46% have entertained at home in the past; 2–3 times per month
Enjoy eating out
• 73% have eaten at a fast food restaurant; 4+ times in the
• Sporting Events
• NASCAR Super Fans
• Avid Readers
Source: 2010 MRI, Spring
A “Country Fan” is defined as an adult to who participated
in one or more of the following: Listens to Country Radio;
Attends Country Music Concerts; Purchases Country
Music; Watches the CMA Awards, CMA Music Festival
Television Special and/or Academy of Country Music
Awards; Watches CMT and/or GAC.
HHI $60,000+ 52%
Attend and/or Graduated College 54%
Reside in B, C or D Counties 70%