Summary
For decades, country music has been a path for artists to broaden their audience. Beyoncé is creating country music in her image, bypassing the barriers that have historically sidelined Black artists. Even Post Malone, who performed "America The Beautiful" at this year's Super Bowl, has made a foray into country music.
Beyoncé's country music turn is far more personal than a gramophone-shaped trophy or a boost in ticket sales. Like Renaissance, Cowboy Carter is a tribute to Black history and a triumphant reclamation of country as Black music. The confessional ballad "16 Carriages" is written in the tradition of a work song.
Pinterest predicts a 145 percent increase in searches for "vintage Americana" and "Western gothic" in 2024. The cowboy has always been synonymous with rogue individualism, freedom, and connection with nature. In this new era, the cowboy isn't just another stoic John Wayne.
