Although the country music industry has continued to showcase its evolution into the blending of various genres, such as hip-hop, pop, or rock, many consumers still lean on the traditional sound of country music. The return of 90s country is being introduced again, due to some current artists paving the way of the neo-traditional sound that resembles the 1990s era of country music. Due to both the phenomenal production and effects of nostalgia, this neo-traditional country movement has become a driving force for consumers. Today, we will be looking at a few reasons why nostalgia is important in the music landscape, and some of the artists who are leading this neo-traditional movement. If you want to see which artists to watch out for in 2025, click here.
Reason #1: Personal Connection
The first reason that people are connecting to the 1990s sound and having nostalgia is the consumers’ personal memories that were attached to the music. Music is often intertwined, where it can act as a personal time capsule that can transport you back into various portions of your life. Country music is the most effective genre in capturing these personal memories, as its storytelling nature is vital to the creation of the music. The emotional depth of a song can be measured to the extent of a memory. The context also matters when discussing the nostalgia factor of a song, as a song can be permanently tied to an experience within a defining life event.
Reason #2: Sound & Production Styles
The second reason that plays a factor into this is the sound and production quality of some of the artists that are leading this neo-traditional movement. With pedal steel, fiddle, and vocal harmonies being displayed throughout the entirety of the production mix, there is a higher perception of quality from consumers than other production styles. Our brains tend to associate specific sounds with time periods in our lives, whether it is through an indirect source (cultural exposure) or a direct experience (personal experiences). When a song becomes recognizable, those sounds bring a sense of familiarity that we connect to as listeners.
Reason #3: Cultural Influence on Nostalgia
The third reason that is a core principle in nostalgia is the cultural influence of events and entertainment, such as songs. Through other sources of media, these songs can be attached to consumers’ memories. This has the ability to occur through traditions, shared experiences, and stories that have shaped the nostalgic landscape across generations of consumers. Culture also can capitalize on nostalgia through emotional connections that is used as a marketing tool. Due to many cultures putting past events on a pedestal, nostalgia is often present.
The Artists Who Are Leading the Neo-Traditional Movement
The first artist that is leading this “return of 90s country” movement is Cody Johnson. Growing up in Sebastopol, TX, Johnson was influenced by George Strait, as many compare him to the King of Country Music. With songs like “”Til You Can’t,” “Dirt Cheap,” and “The Painter,” the 90s country influence is evident in Johnson’s music.
The second artist is Zach Top. With a brand image that reminds consumers of Alan Jackson, Top has captured the hearts of many 90s country fans with his neo-traditional production on songs like “I Never Lie,” “There’s the Sun,” and “Sounds Like the Radio.” While these three songs that we have highlighted are great, Top’s entire discography is filled with this production style and smooth vocals.
The third artist that we want to highlight is Jake Worthington. While being a newer arrival into country music, Worthington has embraced the 90s country persona and production on songs such as “State You Left Me In,” “Next New Thing,” and “She Ain’t You.”
Concluding Thoughts
The return of 90s country will continue to have an impact on consumers within the country music genre, as nostalgia is the largest influence on consumption. Due to artists like Cody Johnson, Zach Top, and Jake Worthington, country music is in a great place with its neo-traditional sound. If you want to sign up for my newsletter, click here. We would greatly appreciate it! Thank you!
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