Beginning in 1989, a confluence of events brought an unprecedented commercial boom to country music. The arrival of exceptionally talented artists coincided with new marketing strategies to engage fans, technology that more accurately tracked the popularity of country music, and a political and economic climate that focused attention on the genre. Garth Brooks ("Friends in Low Places") in particular attracted fans with his fusion of neotraditionalist country and stadium rock. Other artists such as Brooks and Dunn ("Boot Scootin' Boogie") also combined conventional country with slick, rock elements, while Lorrie Morgan, Mary Chapin Carpenter, and Kathy Mattea updated neotraditionalist styles.
The alt-country movement had plenty of pre-cursors in the folk-rock of Gram Parsons and the renegade country of Merle Haggard and Willie Nelson. But 1985 was really a watershed moment for the genre with Green on Red, Jason & The Scorchers and Mekons all exploring traditional country through the lens of punk rock. The ’90s kicked off with the first album from Uncle Tupelo, No Depression, which became synonymous with “alt-country” thanks to the magazine of the same name.
American rapper Snoop Dogg performed his first country rap song "My Medicine" in 2008. Famous country rappers include Bubba Sparxxx, Upchurch, Buck 65, Uncle Kracker, Cowboy Troy, Everlast, Colt Ford, Nelly, Big Smo and Kid Rock. Atlanta rapper Young Thug also has performed country music. Lil Nas X helped introduce the related genre of country trap with his viral hit "Old Town Road," which appeared on the top 20 of the country charts its debut week before Billboard controversially pulled the song from the chart; in response, Lil Nas X recut the song with a guest vocal by Billy Ray Cyrus for country audiences.
Other artists had been successful crossing over before Kenny Rogers, but he made it an art form. As a member of the First Edition, several of the band’s pop records crossed over to country, and as a solo artist, he notched some of the biggest hits in both markets from 1977-1987. As a touring artist, he was the first country performer to consistently sell out arenas night after night, with only his recent announcement of retirement bringing that segment of his career to a close.
The American and British counterculture explosion and hippie movement had diverted music to that which was dominated by socially and American politically incisive lyrics by the late 1960s. The music was an attempt to reflect upon the events of the time – civil rights, the war in Vietnam and the rise of feminism. This led to the Canadian government passing Canadian content legislation to help Canadian artists. On January 18, 1971 regulations came into force requiring AM radio stations to devote 30 per cent of their musical selections to Canadian content. Although this was (and still is) controversial, it quite clearly contributed to the development of a nascent Canadian pop star system.
In the 2010s, the alt-country genre saw an increase in its critical and commercial popularity, owing to the success of artists such as The Civil Wars, Chris Stapleton, Sturgill Simpson, Jason Isbell, Lydia Loveless and Margo Price. In 2019, Kacey Musgraves - a country artist who had gained a following with indie rock fans and music critics despite minimal airplay on country radio - won the Grammy Award for Album of the Year for her album Golden Hour.
During the mid-1980s, a group of new artists began to emerge who rejected the more polished country-pop sound that had been prominent on radio and the charts, in favor of more, traditional, "back-to-basics" production. Many of the artists during the latter half of the 1980s drew on traditional honky-tonk, bluegrass, folk and western swing. Artists who typified this sound included Travis Tritt, Reba McEntire, George Strait, Keith Whitley, Alan Jackson, Ricky Skaggs, Patty Loveless, Kathy Mattea, Randy Travis, Dwight Yoakam, and The Judds. https://www.youtube.com/watch?v=xk8OtoA3Cfo
…launch an entirely new genre, country rock. It charted at number three, but, owing to the comparative simplicity of its lyrics, people questioned whether Dylan remained a cutting-edge artist. Meanwhile, rock’s first bootleg album, The Great White Wonder—containing unreleased, “liberated” Dylan recordings—appeared in independent record stores. Its distribution methods were… https://www.youtube.com/watch?v=t7V6A-cZmmo