Country Music’s UK Boom Takes Centre Stage at SXSW London
“Country Music in the UK: Growth and Influence” panel, Wednesday 4 June at Shoreditch Town Hall
With BRELAND, Bob Harris OBE, Alex Hannaby and Madeleine Derungs
Country music’s explosive growth in the UK takes the spotlight at SXSW London this June, with a dedicated panel unpacking the genre’s rapid rise and cultural impact. Titled “Country Music in the UK: Growth and Influence”, the session will take place at Shoreditch Town Hall on Wednesday 4 June from 1:10–1:45pm. The conversation—curated by personal and professional development agency jump.global—will be moderated by Universal Music Group’s Madeleine Derungs, and will feature insights from multiplatinum artist BRELAND, legendary broadcaster Bob Harris OBE, and Big Machine’s Head of UK/VP International, Alex Hannaby.
Once considered niche, Country is now the UK’s fastest-growing music genre, with streaming up more than 80% year-on-year. The panel will explore what’s driving this momentum—from the role of streaming platforms and radio to shifts in live events, fashion and fan communities. Attendees can expect a dynamic and future-focused conversation about where the genre is headed next, and what its success says about the changing face of UK music culture.
“I’m so excited to be part of this conversation at such a pivotal moment,” said BRELAND. “What’s happening with Country in the UK isn’t just growth—it’s transformation. I’m seeing it firsthand on the ground, and it’s powerful.”
“I am so much looking forward to talking about the music I love with friends and colleagues from the industry,” said Bob Harris OBE. “Country music is the fastest-growing genre in the UK, and I am deeply proud to be at the centre of this wonderful community.”
“It’s incredible to see the momentum building around Country music in the UK,” said Alex Hannaby. “From streaming and radio to sold-out tours and fan engagement, the genre is finding a deeper connection with audiences here than ever before. This panel is a chance to spotlight that evolution and celebrate the people driving it forward—both on stage and behind the scenes.”
Madeleine Derungs said: “It’s exciting to see the genre we love grow so much, and to now share what we’ve believed in for so long with top industry executives and partners. Although the numbers speak for themselves, at its core, Country music is about storytelling and we can’t wait to tell the story of Country music in the UK.”
SXSW London marks the UK debut of the iconic festival. This panel offers a rare opportunity to hear from some of the most influential voices shaping the Country music movement in the UK and beyond.