24/7 Wall St. Insights
- We used data from YouGov.com
- Recent trends show that Millennials and Gen Z are gravitating to country music again
- Also, 2 Dividend Legends To Hold Forever
Recent trends show that Millennials and Gen Z are gravitating to country music again. According to Luminate, audio streaming services are the preferred method for Gen Z and Millennials to listen to country music today, a trend that has been on the rise since 2022.
Millennials who grew up in the 1990s likely remember the likes of Toby Keith’s top hits like “A Little Less Talk and a Lot More Action” and “How Do You Like Me Now?!” But his debut single, “Should’ve Been a Cowboy”, became the most-played country song of the decade. Though stomach cancer cut his life short at just 62 years old, Keith’s successive career included more than 30 million albums sold and over 10 billion streams. At least 40 of his songs reached the “Top 10 ” charts, and 20 made it to the Number 1 spot.
But like any generation, Millennials have strong preferences when it comes to country music. To find out which country music stars they still listen to, 24/7 Wall St. reviewed data gathered from YouGov.com, ranking artists from the most popular to the least popular among Millennials.
Why We’re Covering This
Country music has skyrocketed in popularity over the past few years. Just last year, Morgan Wallen’s country music album, One Thing At A Time, was the top-selling U.S. album of any genre, with more sales than even Taylor Swift’s recent hits. Even Beyonce has gotten into country music with her recent hit, “Texas Hold ‘Em”. Country music’s return to popularity provides insights into current pop culture trends and financial power in the music industry.
Here are the least popular country music artists according to Millennials.
14. Johnny Cash
- Born: February 26, 1932
- Birthplace: Kingsland, Arkansas
- Greatest Hits: “I Walk The Line,” “Ring of Fire,” “A Boy Named Sue”
The enduring popularity of Johnny Cash stems from the fact that he did not conform to traditional country music norms. Known for his deep, baritone voice, Cash tackled complex social issues that the music industry didn’t typically address, as well as moral issues, as evidenced in his popular hit, “I Walk The Line.” His sound also incorporated a variety of music genres, such as gospel, folk, blues, and rockabilly elements. He was inducted into the Rock ‘N Roll Hall of Fame in 1992.
13. Dolly Parton
- Born: January 19, 1946
- Birthplace: Locust Ridge, Tennessee
- Greatest Hits: “Coat of Many Colors”, “9 to 5,” “Jolene”
From her humble beginnings in the Great Smoky Mountains to her global superstardom, Dolly Parton is one of the most recognized and venerated female country music artists of all time. As a prolific songwriter, Parton has penned over 3,000 songs and does not limit herself when it comes to experimenting with various musical genres. She has released 49 studio albums, and her music spans across genres, from bluegrass to pop music. Parton has also graced the big screen, including “Steel Magnolias” and “9 to 5”.
12. Shania Twain
- Born: August 28, 1965.
- Birthplace: Windsor, Ontario, Canada
- Greatest Hits: “You’re Still The One,” “Man! I Feel Like a Woman!”, “That Don’t Impress Me Much”
Canadian Shania Twain is another female country music star who has dominated both the country and pop genre seamlessly, releasing her second album, “The Woman in Me,” in 1995 and selling 20 million copies worldwide. Her third studio album, “Come on Over,” garnered the Guinness World Records’ distinction as the “Biggest-Selling Studio Album by a Female Solo Artist.”
11. Carrie Underwood
- Born: March 10, 1983
- Birthplace: Muskogee, Oklahoma
- Greatest Hits: “Jesus Take the Wheel,” “All-American Girl,” “Before He Cheats”
Carrie Underwood exploded into the music scene when she won the fourth season of American Idol. In 2005, she released her first album, “Some Hearts”, which went multi-platinum. Her song, “Jesus Take the Wheel,” won both an Academy of Country Music and a Country Music Association award. She also went on to win Grammys for Best Female Country Vocal Performance and Best New Artist. Underwood was inducted into the Grand Ole Opry in 2008.
10. Tim McGraw
- Born: May 1, 1967
- Birthplace: Delhi, Louisiana
- Greatest Hits: “Indian Outlaw,” “She Never Lets It Go,” “Just To See You Smile”
American country artist Tim McGraw is a singer, songwriter, record producer, and actor. He has released a total of 16 studio albums, 10 of which reached number one on the Top Country Albums chart. McGraw has also won three Grammy Awards, 11 Country Music Association Awards, and 14 Academy of Country Music Awards. He is married to fellow country music superstar, Faith Hill.
9. Reba McEntire
- Born: March 28, 1955
- Birthplace: McAlester, Oklahoma
- Greatest Hits: “Just a Little Love,” “Only in My Mind,” “How Blue”
Reba McEntire has been considered one of the most popular female country music artists for over 40 years. McEntire’s musical influences can be attributed to Merle Haggard, Barbara Mandrell, Dolly Parton, and Patsy Cline. Known as the “Queen of Country” or simply just “Reba,” she has won 85 awards, including Grammy Awards, Country Music Association Awards, CMT Music Awards, Billboard Music Awards, American Music Awards, and American Country Awards.
8. Faith Hill
- Born: September 21, 1967
- Birthplace: Jackson, Mississippi
- Greatest Hits: “Breathe,” “The Way You Love Me,” “This Kiss”
Faith Hill is a Grammy-award-winning country music artist who has sold more than 50 million albums worldwide. Aside from her five Grammy Awards, Hill has also won six American Music Awards and 15 Academy of Country Music Awards. Hill has been married to fellow country music superstar Tim McGraw since 1996.
7. Willie Nelson
- Born: April 29, 1933
- Birthplace: Abbott, Texas
- Greatest Hits: “On The Road Again,”
Known as an American country music icon, Willie Nelson was inducted into the Country Music Hall of Fame in 1993 and received the Kennedy Center Honors in 1998. For his work with Farm Aid, he was inducted into the National Agricultural Hall of Fame in 2011. Nelson has won numerous awards, including 12 Grammy Awards, 11 Country Music Association Awards, and six Academy of Country Music Awards. In 1993, he was inducted into the Country Music Hall of Fame.
6. Brad Paisley
- Born: October 28, 1972
- Birthplace: Glen Dale, West Virginia
- Greatest Hits: “Whiskey Lullaby,” “Mud on the Tires,” “Waitin’ on a Woman”
Brad Paisley is an American country music singer, songwriter, and guitarist who has released 12 studio albums. Selling over 11 million albums, Paisley has also won numerous awards, including two American Music Awards, three Grammy Awards, 14 Academy of Country Music Awards, and 14 Country Music Association Awards. He was also inducted as a member of the Grand Ole Opry on February 17, 2001.
5. Keith Urban
- Born: October 26, 1967
- Birthplace: Whangārei, New Zealand
- Greatest Hits: “Stupid Boy,” “Somebody Like You,” “Days Go By”
With a career spanning more than 30 years, Australian country singer, songwriter, and guitarist Keith Urban has released 11 studio albums. He also earned numerous awards, including four Grammy Awards, 13 Country Music Association Awards, and 15 Academy of Country Music Awards. In 2006 he married fellow Australian actress Nicole Kidman.
4. Garth Brooks
- Born: February 7, 1962
- Birthplace: Tulsa, Oklahoma
- Greatest Hits: “The Thunder Rolls,” “If Tomorrow Never Comes,” “Friends in Low Places”
According to the Recording Industry Association of America (RIAA), Garth Brooks is one of the highest-selling country music artists, with 157 million units sold in the U.S. Garth’s music can be described as blurring the lines between country and pop music, and his concerts are known for incorporating pyrotechnics and light shows. Brooks has earned an impressive amount of awards, including two Grammys, 11 Country Music Association Awards, 17 American Music Awards, 18 Academy of Country Music Awards, and 36 Billboard Music Awards, just to name a few.
3. Martina McBride
- Born: July 29, 1966
- Birthplace: Sharon, Kansas
- Greatest Hits: “Independence Day,” “This One’s For the Girls,” “Concrete Angel”
Martina McBride is a country music singer and songwriter known for her soprano voice range. Her music evolved into cross-over music, similar to Shania Twain and Faith Hill. She has sold 14 million albums in the U.S. She also won the Country Music Association Award for Female Vocalist of the Year Award four times and has been nominated for a Grammy Award 14 times.
2. John Denver
- Born: December 31, 1943
- Birthplace: Roswell, New Mexico
- Greatest Hits: “Take Me Home, Country Roads,” “Leaving, On a Jet Plane,” “Thank God I’m a Country Boy”
John Denver was known as a singer, songwriter, actor, humanitarian, and environmentalist. His music has been described as sentimental and wholesome, praising the beauty of nature and the pleasures of simple living. Some of his accolades include winning three American Music Awards, two Country Music Association Awards, an Emmy Award, a People’s Choice Award, and two Grammy’s. In 1996 he was inducted into the Songwriters Hall of Fame.
1. Toby Keith
- Born: July 8, 1961
- Birthplace: Clinton, Oklahoma
- Greatest Hits: “Should’ve Been a Cowboy,” “How Do You Like Me Now?”, “A Little Less Talk and a Lot More Action”
Country music singer, songwriter, producer, and actor Toby Keith broke into the music scene with his chart-topping single, “Should’ve Been A Cowboy,” released in 1993. With 19 studio albums, five compilation albums, and two Christmas albums, Keith has sold 40 million albums worldwide. Keith was inducted into the Country Music Hall of Fame on February 5, 2024, just a few hours before he passed away from stomach cancer.
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