Country music again takes centre stage in the UK this weekend with the return of Country to Country (C2C), as the genre’s remarkable international growth shows no sign of plateauing.

Lainey Wilson, Dierks Bentley and Cody Johnson headline the 2025 edition of Europe’s biggest country festival, which returns to London’s The O2, OVO Hydro Glasgow and Belfast’s SSE Arena from 14-16 March.

Created by AEG Europe and SJM Presents in collaboration with the Country Music Association (CMA), the event launched in London in 2013 and has expanded to other markets including Scandinavia, the Netherlands, Germany and Australia.

“It’s such an incredible brand and is the market leader,” The O2’s GM and VP Steve Sayer tells IQ. “Each year the programming gets bigger and better and it’s one of our favourite events of the year. The bill is as big as it’s ever been and as in previous years, you’re going to see programming right across the O2 site.

“From our perspective, we’ve seen country music really take off in the UK in the last few years, in no small part, because of the success of C2C. It’s an important genre in our programming strategy and country music is only going to grow over the coming years.”

“Brands are completely ingrained in what we do. The artists are as engaged as the fans are”

The CMA hosted a presentation at The O2 today (14 March) entitled Brand Power of Country Music in the UK, which explored the rise in country consumption and the consumer loyalty of country music fans. The panel was attended by leading UK and US promoters, agencies, record labels and management companies.

It noted that in 2024, country streams surpassed 1 billion for first time in the UK in Q3, while five of the top 15 tracks of last year were country songs. Since Q4 2022, country music streams in the UK have grown 159%.

UTA agent Sean Hendrie spoke about opening mindsets of brands to country and it being “an untapped genre” which has now gone mainstream, with brands involved in country space now including Urban Outfitters, Victoria’s Secret, Primark, Louis Vuitton, Shein and Levi’s.

“Brands are completely ingrained in what we do,” added AEG Presents UK promoter and C2C booker Rachel Lloyd. “The artists are as engaged as the fans are.”

Furthermore, the audience for Bauer’s Absolute Country Radio was up 50% year on year, while Global’s Smooth Country reported a 650% rise in female listeners aged 15-24.

“C2C has laid a lot of the foundations for what we’re now doing at Hyde Park”

Almost 30 country acts will visit the UK for headline tours in 2025, including Brothers Osborne, Kip Moore, HARDY, Alana Springsteen, Darius Rucker, Kane Brown, Old Dominion, Dasha, Tyler Childers and Brett Young, as well as Post Malone and Beyoncé’s Cowboy Carter Tour.

In addition, there are now more than a dozen country festivals on the UK calendar such as Highways, Red Rooster, The Long Road, Towerfest and Maverick. Meanwhile, Morgan Wallen became the first country headliner of AEG’s BST Hyde Park last week.

“C2C has laid a lot of the foundations for what we’re now doing at Hyde Park,” said AEG’s European festivals’ chief Jim King.

Following Wallen’s success, fellow country star Zach Bryan has gone on to sell 130,000 tickets for his two nights at the London concert series this summer.

“It’s tremendous to be a part of that, and a part of the country music journey in the park,” added King, who said he expected country to become even more ingrained at BST in 2016.

“It’s not just about the programming,” stressed King, “we’re fully committed to this genre, not just at BST but at other events we’ll be running in the future.”

“Year after year, the passion grows, the audiences get bigger and the atmosphere more unforgettable”

Last weekend saw AEG and Semmel Concerts stage the German edition of C2C, attracting 9,000 fans to Uber Eats Music Hall in Berlin from 7-9 March.

The site-wide festival featured 51 international artists, including the likes of Dylan Gossett, Dasha, Lainey Wilson, Tucker Wetmore, Chase Matthew, Tanner Adell, Nate Smith, Shaboozey, Chayce Beckham and Avery Anna, attracting coverage in several media media outlets for the first time.

“The impressive growth of the country genre in Germany was more than evident at the festival in Berlin,” says Semmel’s Sina Hall. “The enthusiasm of the fans shows how much country music has now arrived in the mainstream – and with growing momentum.

“Year after year, the passion grows, the audiences get bigger and the atmosphere more unforgettable. This festival has proven once again that country is not just a niche in Germany, but a movement that is constantly growing.”

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The smattering of festival lineup announcements has continued with Afro Nation Portugal, Ultra Music Festival and Country to Country the latest to show their hands for 2025.

Burna Boy and Tems will headline the fifth anniversary of The Malachite Group’s Afro Nation Portugal, which is set for Portimao from 9-11 July. The first wave of artists also includes Ayra Starr, Franglish, Tiakola, Gabzy, Innoss’B, Piano People, Scorpion Kings, DBN Gogo, Oskido, Rosey Gold, Vigro Deep, Mörda, Shakes & Les and KMAT.

Elsewhere, electronic music spectacular Ultra Music Festival celebrates its 25th anniversary in Miami at Bayfront Park between 28-30 March. The bill features the likes of Martin Garrix, Hardwell, Chase & Status, Carl Cox, Tiesto, Zedd, Deadmau5 B2B Pendulum, Armin van Buuren, Charlotte de Witte, Nero and Four Tet.

In addition, country music festival Country to Country (C2C) heads back to the UK from 14-16 March, headlined by Lainey Wilson, Dierks Bentley and Cody Johnson. Presented by SJM Concerts, AEG Presents, DFC and MCD in association with the Country Music Association (CMA), the event will run concurrently at The O2 in London, Glasgow’s OVO Hydro and SSE Arena Belfast.

They will be joined by C2C debutants Dylan Gossett, Tyler Hubbard, Chayce Beckham, Shaboozey, Tucker Wetmore, Niko Moon and The Castellows, as well as the returning Nate Smith, 49 Winchester and Avery Anna, Wyatt Flores and Tanner Adell.

“We are more grateful than ever for the valuable role C2C has continued to play in developing audiences in the territory”

Since debuting at The O2 in 2013 with headliners Tim McGraw and Carrie Underwood, C2C has grown to a three-day multi-arena festival.

“As country music continues to reach more fans around the world and achieve mainstream success in the UK, we are more grateful than ever for the valuable role C2C has continued to play in developing audiences in the territory,” says Milly Olykan, CMA VP, international relations and development. “The festival continues to be an unforgettable moment in the year for fans, as well as a key opportunity for artists to gain exposure in the UK market. We are incredibly proud of our continued partnership with C2C, and of the success to date of country music in the UK.”

The week prior (7-9 March), AEG and Semmel Concerts will present C2C Germany at Berlin’s Uber Eats Music Hall. Topped by Dylan Gossett, Midland and Lainey Wilson, it will also feature acts such as 49 Winchester, Dasha, Nate Smith, Wyatt Flores, Tucker Wetmore, Sam Barber, Chase Matthew and Shaboozey.

Meanwhile, Clockenflap has announced its first wave of names for 2024. The festival returns between 29 November to 1 December this year at Hong Kong’s Central Harbourfront, headlined by Jack White – who will be making his debut performance in Hong Kong – and Air.

Also confirmed are St Vincent, Jamie xx, Glass Animals, Mother Mother, Fat Dog, Porter Robinson and A-Trak, alongside talent from across the East Asian music scene such as Creepy Nuts, Yama, Deca Joins, Sakurazaka46 and Toe, among others.

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Europe’s leading country music festival Country to Country (C2C) has unveiled Kane Brown, Old Dominion and Brad Paisley as headliners of its 2024 edition.

Next year’s event will take place across three venues: at The O2, London, Glasgow’s OVO Hydro and, for the first time ever, The SSE Arena, Belfast from 8-10 March.

The festival is presented by SJM Concerts, AEG Presents, DF Concerts and MCD, in association with Country Music Association (CMA)

“From ticket sales to streaming, Country Music has seen its best year yet in the UK and C2C has been a key element to that success,” says Milly Olykan, CMA VP, international relations & development. “The festival continues to provide opportunities for fans to discover new artists, while also giving more established Nashville artists international exposure and profile. We are incredibly proud to continue to partner with C2C and engage with the invaluable industry and media in the UK who work to further our genre year-round.”

Since its inaugural edition in 2013 headlined by Tim McGraw and Carrie Underwood at The O2 London, Country to Country has grown to a three-day multi-arena event

Other acts will include Carly Pearce, Brothers Osborne, Jake Owen, Lauren Alaina, Brian Kelley, Elle King, Priscilla Brook and Drake Milligan, while the CMA’s international series Introducing Nashville also returns. Introducing Nasville brings Nashville’s songwriter round setup to the UK, with three exciting, emerging newcomers sharing the main stage, recalling the stories behind their tracks. The C2C Spotlight Stage will also return.

Since its inaugural edition in 2013 headlined by Tim McGraw and Carrie Underwood at The O2 London, Country to Country has grown to a three-day multi-arena event showcasing the world’s best country stars and emerging talent, with tens of thousands in attendance each year. BBC Radio 2 is continuing as broadcast partner for the event.

“I’m so pleased to be back at C2C again in 2024,” says legendary broadcaster and BBC Radio 2 presenter Bob Harris. “It’s my tenth time hosting what I truly believe is the best country music festival in the world! I can’t wait to get back onto that stage at the O2 and back into our Radio 2 studio to bring millions of listeners the very best that C2C has to offer.”

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Live Nation and the Royal Albert Hall have teamed up to launch new Country and Americana festival, Highways.

The London venue has confirmed acts such as Kip Moore, Morgan Wade, Jackson Dean and Stephen Wilson Jr for the inaugural festival on Saturday 20 May 2023.

Performances will be held in the main auditorium in addition to curated showcases speckled across adorning rooms.

“I am thrilled to bring to life this incredible festival alongside our partners at the Royal Albert Hall,” says Live Nation’s VP touring, Anna Sophie-Mertens. “It is every artist’s dream to play this legendary venue; and delivering such an unforgettable occasion for the Country and Americana community has been a longstanding dream of mine.”

Tickets go on sale this Friday (9 December), with further musical performances and offerings at Highways to be announced soon.

“We’re particularly pleased to be able to build on the long-running history of country music at the Hall in this way – as these genres continue to grow from strength to strength in the UK”

“We’re delighted to be building a completely new Country and Americana event with our long-standing partners at Live Nation,” adds Matthew Todd, head of programming and engagement at the Royal Albert Hall. “Our 152-year old auditorium will provide a backdrop unlike anywhere else for some brilliant acts, and we’re particularly pleased to be able to build on the long-running history of country music at the Hall in this way – as these genres continue to grow from strength to strength in the UK.”

The Hall has a long history of promoting country music and Americana in the UK, including shows by Johnny Cash, Bruce Springsteen, Bob Dylan, Willie Nelson, John Denver, Kacey Musgraves and the UK debut of Creedence Clearwater Revival in 1970.

Other notable moments of American history at the venue have included addresses by five Presidents from Taft to Clinton, UK v US basketball tournaments during the war, The Beatles attending a Bob Dylan concert, Pink Floyd opening for Jimi Hendrix, and appearances by the likes of Ella Fitzgerald, Frank Sinatra, Jay Z, and Diana Ross.

Elsewhere, the Country to Country (C2C) festival has added Morgan Evans to its main stage lineup for 2023. The Australian singer/songwriter joins previously announced headliners Zac Brown Band, Thomas Rhett and Lady A on the bill.

C2C’s 10-year celebration will take place at The O2 in London, Dublin’s 3Arena and Glasgow’s OVO Hydro from 10-12 March.

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The Country to Country (C2C) festival is set to make its grand return to the UK and Ireland this weekend for the first time since 2019.

Luke Combs, Darius Rucker and Miranda Lambert headline the event, Europe’s biggest country music festival, which will be held at The O2 in London, 3Arena in Dublin and Glasgow’s OVO Hydro from 11-13 March.

C2C’s was one of the first music events to fall victim to the pandemic in March 2020, while last year’s festival was also cancelled for the same reason.

“We’re really excited about C2C, it’s one of the favourite events of the year for our staff,” The O2’s GM and VP Steve Sayer tells IQ. “It’s built over many years now to be the premier country music event in the UK and outside the US, frankly. And having lost it just before Covid was breaking way back in March 2020, and then not being able to get it on last year, to get that one away this year is a major plus for everybody.”

Promoted by SJM Concerts, AEG Presents and DF Concerts in association with the Country Music Association, the event launched in London in 2013 and has showcased country stars such as Keith Urban, Lady Antebellum, Carrie Underwood, Dierks Bentley, Kacey Musgraves and Chris Stapleton, as well as emerging talent.

In addition to its Scotland and Ireland legs, the festival brand has expanded to other European countries over the years, with additional dates in Sweden and Norway in 2015, and the Netherlands, Germany and Australia in 2019.

“Some of the onsales for later this year have just started to get back to normal levels”

The O2 will host more than 100 performances over the weekend, with C2C ticket holders able to access The Town Square, The Big Entrance, BBC Radio 2 Stage (at Indigo at The O2), Country Music Week Hub and The Saloon (All Bar One), The Icon Stage and The Garden Stage, while all visitors to the venue can access the free stages.

“Fortunately, the event will happen,” adds Sayer. “We’ve had to pivot slightly, but all of the stages are going to be in place and all the programming outside of the arena is in place. We’ve got three near sell-out crowds and it’s going to be a brilliant atmosphere.”

Sayer also reports that no-show rates – a hot topic for venues since reopening last year – were improving at the arena.

“We’re still seeing some no shows, more than we would see in a non-Covid year, but that’s definitely coming back round,” he says. “Fans are coming back in and they’re really up for a big night. They have pent up energy that they want to release. We’re still seeing quite strong numbers on F&B sales, stronger than pre-pandemic and that seems to be continuing for now.

“You will still see some fans wearing face coverings, but I think the majority feel much more comfortable and much safer now. We’re definitely seeing consumer confidence starting to return. Some of the onsales for later this year have just started to get back to normal levels, so it’s starting to return to normality.”

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