A little over ten years ago, if you had told me country music would seep into mainstream culture, I would probably have laughed. Back then, it felt like a niche genre reserved for those with a particular taste—a taste that seemed far removed from the wider musical scene.

Fast forward to 2025, and I could not have been more wrong. Country music is not only here to stay, but also thriving. Look no further than CMC Rocks for a clear sign of the genre’s growth in Australia.

What initially began as a humble festival in the Snowy Mountains is now a highly sought-after event. Fans literally fight for tickets, with some setting alarms for the next rounds of sales.

Newcastle-based artist Max Jackson has seen first-hand the evolution of country music in Australia, especially the rise of CMC Rocks. “It’s one of those festivals you have to scramble for tickets,” she says, reflecting on the event’s growing popularity. Having a ticket is like having a golden ticket.”

Jackson explains that fans are so committed that many set alarms to snag tickets as soon as they’re released. “People are determined to be there. I talk to fans who tell me they’ve already set reminders for the next year. It’s become that kind of event.”

So, what’s behind this meteoric rise? How did country music go from a small corner of the Australian music scene to dominating festivals and charts?

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The Roots of CMC Rocks

Michael Chugg, the legendary promoter who’s been a fixture of Australia’s live music scene for decades, has watched it all unfold. Chugg has been instrumental in bringing some of the biggest names in music to Australia, from David Bowie to Fleetwood Mac and The Rolling Stones to Prince. If you've seen a major concert in this country, chances are he’s had a hand in it. This includes CMC.

Chugg remembers a vastly different CMC Rocks, where it was just a handful of tents in the Snowy Mountains—a far cry from the sprawling festival empire it is today.

“CMC started about twenty years ago,” Chugg recalls, settling into his Sydney home for a chat. “Back then, most people in the U.S. didn’t even know where Australia was. When Rob Potts started going to Nashville in the late 80s, he had the same experience. I used to say, ‘If an American swam 200 yards from Santa Monica pier, they wouldn’t have a clue where Australia is.’”

For Chugg, the roots of country music’s rise in Australia lie in rock and roll. He started booking bigger acts to come to Australia, and country followed suit, growing alongside the global music scene.

CMC Rocks: The Launchpad for Artists

The rise of CMC Rocks mirrors the genre’s wider boom in Australia. The festival has since become a vital platform for emerging country artists, many of whom owe their start to the festival. While events like the Tamworth Country Music Festival continue to remain important, CMC Rocks has served as a springboard for both local and international acts.

“I remember when Luke Combs was just a name on the lineup,” says Chugg. “He was an absolute unknown at CMC, the same with Morgan Wallen.” Luke Combs recently became the first-ever country artist to headline (and sell out) stadiums in Australia, while Morgan Wallen had a totally sold-out arena tour when he last visited his fans Down Under.

Travis Collins, an Australian country artist, recalls his first experience at the festival as a pivotal moment in his career. “The first time I went to CMC, I could feel the community—it was a gathering of people who loved country but hadn’t found each other yet,” he reflects. “We were those weirdos who got made fun of for liking country music. But at CMC, we just didn’t care anymore.”

For Collins, the festival marked the birth of something bigger. “This is where Australian country culture began,” he says, his voice full of nostalgia.

The Festival Today

CMC Rocks now stands as a cultural cornerstone for country music in Australia. It’s where fans and artists come together to celebrate the genre’s growing omnipresence. For New Zealand country artist Kaylee Bell, who has grown with the festival, it’s about more than just music.

“CMC is a place where people can forget their worries,” she says. “It reminds us that, at the end of the day, we’re all the same.”

Sheppard band member turned country star Amy Sheppard, who’s now playing the festival’s main stage, notes just how much it’s evolved. “I’ve played in the tent before, but now, being on the main stage—it feels like everything is just getting bigger and better,” she says, reflecting on her journey through the festival.

The Decline of Festivals in Australia

Across the Australian festival landscape, things haven’t been so easy. Major festivals like Falls, Splendour In The Grass, and Groovin The Moo have all experienced setbacks and cancellations in recent years, leaving some questioning whether the festival scene is fading.

But Chugg, who’s seen his fair share of highs and lows, isn’t buying into the narrative of “decimation.”

“A lot of festivals run their course,” he says with conviction. “It’s about staying adaptable with the changing face of music.”

He points to festivals like Laneway, which continues to thrive with sold-out dates, and argues that genre-based festivals, like CMC Rocks, are built to endure. “Some genres get overexposed,” he adds. “But country music’s fanbase is loyal, and the genre’s still growing.”

Despite the challenges, Chugg highlights that new festivals are popping up. “There’s a festival called MeatStock, which is about meat and music, and it’s doing great,” he says. “Festivals are having a hard time all over the world, not just in Australia.”

The decline of festivals, he believes, is driven by a combination of factors—including the cost of living. But in true Chugg fashion, he maintains the optimism.

“Young people always find a way to go. They’ll pay if they want to go. The average age at CMC Rocks is in their 20s—this new generation is driving the growth.”

Why Country Music Has Grown

Three years ago, Chugg sat in a room with a prominent record executive and discussed the future of music. Without naming names, Chugg recalls the conversation. “He said, ‘Country and Latin music are going to explode,’” Chugg says, leaning in for emphasis. “And he was right.”

For Chugg, the rise of country music is no accident. “It’s the storytelling. It’s the connection people have with the music,” he says. “Young audiences are ahead of us in terms of discovering artists, but Nashville has figured out that the world is their oyster, and now country is taking off everywhere.”

The proof is in the numbers. “Mainstream radio is playing more country, and that’s breaking down the barriers,” Chugg continues. “A recent survey showed that 75% of Gen Z said country is their favourite genre.”

With artists like Beyoncé and Post Malone embracing the genre, country music has firmly crossed over into the mainstream. “When Beyoncé won Album of the Year at the Grammys, it was a bit strange,” Chugg reflects, though he remains cautious on the topic. “Country music can make its way onto the pop charts but getting a pop artist into country—it’s a whole different challenge.”

Kaylee Bell is one of the prime examples of how the genre has gone global. Hailing from a small town in New Zealand, Bell never imagined country music would become her career. “None of my friends were into country—they all went to law school,” she laughs, speaking to me from Auckland. “I was just the odd one out who decided to pursue it.”

Bell’s career took off after her appearance on The Voice and her time as part of Keith Urban’s team. In 2015, her song Getting Closer with Morgan Evans blew up, propelling her into the global spotlight. “It was a game-changer,” she says. “America started to take notice, and the whole thing snowballed from there.”

Today, Bell is the most-streamed female country artist in Australasia. “It’s still hard to believe,” she says when asked about the title. “Every day, I’m just stoked I get to do this.”

The Mass Appeal of Country Music

For Travis Collins, the rise of country music is about culture as much as it is about the music. “Country isn’t just a sound—it’s a way of life,” he says. “It’s about community, love, and loss. It’s universal. And that’s why it resonates with so many people.”

Amy Sheppard, who transitioned from pop to country music in 2019, shares a similar perspective. “At first, I was worried I’d face resistance coming from pop,” she admits. “But the country music community welcomed me with open arms. It’s a beautiful thing.”

Sheppard, who grew up listening to country music in Papua New Guinea, has also been blown away by the genre’s explosive growth. “It’s been a bigger shift than I ever imagined,” she says. “It’s a great time for everyone in the industry.”

Max Jackson embodies this welcoming spirit that’s now becoming a hallmark of Australia’s country music community as it continues to evolve. She reflects on the shifts in the genre with a laid-back perspective. “I’ve seen people online criticizing newcomers for wearing white boots,” she says with a chuckle. “But honestly, I don’t care what you wear—just come!”

CMC Rocks: A Festival of Meaning

CMC Rocks holds deep meaning for the artists who perform there. For Bell, the festival is where she first felt the power of a live audience. “In 2022, I performed my song with Keith Urban for the first time at CMC. The crowd sang it back to me. It was the moment every artist dreams of.”

Bell, now preparing for a return to the festival just six weeks after giving birth, is ready to relive that magic. “It’s been a journey, and I can’t wait to get back on stage,” she says.

For Sheppard, CMC was the spark that led her to write her first country song. “When I saw what the artists were doing, I had to get involved,” she says. “I wrote a song, sent it to Kasey Chambers, and she told me to release it. That was the turning point.”

The Future of Country Music

As CMC Rocks continues to grow, so too does the pulse of country music in Australia. It’s clear that the genre’s rise isn’t just a passing trend but rather a cultural movement. From the success stories of artists like Kaylee Bell and Amy Sheppard to the pioneering efforts of figures like Michael Chugg, the foundations are being laid for an even brighter future.

For Chugg, the future is undeniably optimistic. “One of our country acts will win a CMA award in the next five years. No doubt about it,” he says, speaking with the certainty that comes from decades of experience.

When I ask him who, he tells me exactly who he has his bets on. But I’ll keep you guessing as to who.

CMC Rocks returns to the Willowbank Raceway, Ipswich, from Friday, 21 March, to Sunday, 23 March. You can find re-sale tickets on ASX.

CMC ROCKS 2025 Full Lineup

CODY JOHNSON (USA), JON PARDI (USA), THOMAS RHETT (USA)

With:

COLE SWINDELL (USA)
BILLY CURRINGTON (USA)
KOE WETZEL (USA)
WYATT FLORES (USA)
LARRY FLEET (USA)
DYLAN MARLOWE (USA)
ASHLEY COOKE (USA)
AVERY ANNA (USA)
ZACH TOP (USA)
KAYLEE BELL (NZ)
ALANA SPRINGSTEEN (USA)
OLE 60 (USA)
TRAVIS COLLINS (AU)
DALTONDOVER (USA)
CARTER FAITH (USA)
MACKENZIE CARPENTER (USA)
KASHUS CULPEPPER (USA)
LANE PITTMAN (AU)
ZAC & GEORGE (AU)
KEZIA GILL (UK)
MAX JACKSON (AU)
AMY SHEPPARD (AU)
SINEAD BURGESS (AU)
ABBIE FERRIS (AU)
IMOGEN CLARK (AU)
THE BUCKLEYS (AU)
DENVAH (AU)
VIXENS OF FALL (AU)
Y.O.G.A. (AU)
DEE JAYE BUX (AU)
DJ KONSKY (AU)

WITH STAGE HOSTS STORME WARREN, MIKE CARR & D.J. GRIZZLY ADAMS