Country Music Is Becoming One of Western Culture's Biggest Gateways
For many people, country music is their first invitiation to western culture and in today’s digital-first world, there is a way that western brands can meet this new audience where they are and bring them into their business, product, and audience.
For many people, country music is their first invitation into western culture—and in today’s digital-first world, that invitation is louder, more visible, and more influential than ever before.
They may not grow up on a ranch. They may not know the difference between bronc riding and bull riding. They may never have been to a county fair, a rodeo, or a livestock show. But they know the songs topping the country music charts, the viral TikTok dance trends, the western fashion aesthetics trending on Instagram, and the massive summer music festivals drawing crowds from across the country. They recognize the feeling that western culture sells so well: grit, nostalgia, independence, heartbreak, humor, and home.
As Allen Montgomery, the Wrangler’s Western Vice President and General Manager, said on our podcast, “Country Adjacent.”
From artists like Morgan Wallen and Lainey Wilson to crossover hits blending country with pop and hip-hop influences, country music has become one of the fastest-growing genres in the entertainment industry. Platforms like Spotify, YouTube, and TikTok have amplified its reach, turning songs into viral moments and artists into lifestyle influencers. This surge in popularity has created a powerful gateway into western culture—one that brands can no longer afford to ignore.
That creates a major opportunity for Western brands looking to expand their audience, increase brand awareness, and tap into new revenue streams.
Rodeos, ranches, western retailers, tourism destinations, and agricultural businesses are all operating in a world where country music has become a cultural bridge. A country concert fan might also become a rodeo ticket buyer. A festivalgoer might become a western fashion customer searching for cowboy boots, denim brands, and western hats. A social media creator who starts with music content might eventually become a trusted voice for western lifestyle, ranch life, or rural entrepreneurship.
We’re already seeing this crossover in action. Major events like Stagecoach Festival in California blend country music with western lifestyle branding, featuring pop-up shops, influencer activations, and western fashion showcases. Brands like Ariat, Wrangler, and Tecovas are leveraging influencer marketing and digital storytelling to connect with younger audiences who discovered western style through music culture. Even tourism boards are capitalizing on this trend, promoting “authentic western experiences” tied to music festivals, rodeos, and ranch stays.
The rise of “cowboy core” and “western aesthetic” trends on social media platforms has further accelerated this movement. Hashtags like #WesternStyle, #CowboyCore, and #CountryMusicLifestyle are generating millions of views, creating organic discovery channels for brands that understand how to position themselves within the conversation. This is where SEO-driven content marketing becomes critical—blogs, videos, and social media content optimized around keywords like “western lifestyle,” “country music culture,” “rodeo events,” and “western fashion trends” can drive significant traffic and engagement.
The crossover is not accidental. It is the new front porch of western culture—a place where tradition meets modern marketing, and where storytelling becomes the most valuable currency.
Turning this into a business strategy:
To turn this cultural momentum into real business growth, western brands must move from observation to execution. Start by aligning your brand with the moments where country music and western culture intersect—sponsor local concerts, collaborate with emerging artists, or create experiences that blend music with your product or service. Invest in content that tells a story, not just sells a product. Highlight the lifestyle behind your brand through behind-the-scenes videos, customer stories, and partnerships with creators who authentically live the western way of life.
Next, build a digital presence that meets your audience where they already are. Use social media platforms to engage with trending conversations, leverage influencer partnerships to expand reach, and optimize your website and content for search engines so new audiences can discover you organically. Consistency is key—brands that show up regularly with valuable, relevant content will build trust and long-term loyalty.
Finally, stay rooted in authenticity. While trends may bring new audiences to your door, it’s your commitment to genuine western values that will keep them there. By combining cultural awareness with strategic marketing, western businesses can transform country music’s popularity into a sustainable growth engine—one that connects tradition with innovation and turns curiosity into lasting customer relationships.
2021 Best Halloween Costumes
Some of the best 2021 Halloween looks from the western industry.
Here’s just a few of our favorite 2021 Halloween Costumes!
General Antiope (@Schrock_Nicole)
Carole Baskin & Joe Exotic (@carlytwiss)
The Entire Denim & Velvet Crew
Dean & Annie Profitt (@westdesperado)
Cat Woman (@marijka_dam)
Halloween Cookies by Kent Kreations
Urban Cowgirl, Brianna Noble
Miss Rodeo Canada
Make sure to comment your favorite outfits in the comments so we can add them to this blog!
5 Tips for Your COWGIRL Magazine 30 Under 30 Application Tips
Ken Amorosano, the owner and CEO of COWGIRL Magazine jumped on the That Western Life podcast for episode 77 to chat about our collaboration featuring the inaugural 2020 class of COWGIRL Magazine’s 30 Under 30 program, as well as the 2021 class of honorees. In that interview, he gave tips to help your application for the COWGIRL Magazine 30 Under 30 award stand out!
Ken Amorosano, the owner and CEO of COWGIRL Magazine jumped on the That Western Life podcast for episode 77 to chat about our collaboration featuring the inaugural 2020 class of COWGIRL Magazine’s 30 Under 30 program, as well as the 2021 class of honorees. In that interview, he gave tips to help your application for the COWGIRL Magazine 30 Under 30 award stand out!
5 Tips for Application Success
Get a high resolution photo.
”It’s so worth your while to get a professional photograph,” explains Ken. Make sure that you take the time for a great professional headshot for your submission so that you have a quality photo of high resolution. It doesn’t have to be a glamour shot, but a high quality lifestyle photo can be very important as well.Be meticulous.
Name the photo or the document with your name. Make sure your spelling and grammar is correct - have somebody proofread. It’s not just the COWGIRL Magazine staff members reading your application, it’s industry professionals that make up the selection committee and you never have a second chance to make a first impression.Letters of Recommendation.
A lot of weight is placed on the letters of recommendations that the applicants submit. Pay attention and think carefully about who you would like to have write those for you.
Passion for the western lifestyle.
Show the passion for what you do, no matter how much or how little experience you have, but show how you love the western industries and a desire to help each other grow.
”A high tide raises all boats.”A great bio that is short, clear and concise and showcases what your passion is.
”When I meet people who are passionate about the western industries, I get excited,” says Ken. “What I love about this is the handshaking is the bond, your word is the bond. That is so important.”If you have 250 words make sure you use up those 250 words without going over. That is the real estate you have to grow your account and make a great first impression.
Tara Trask - Fashion Designer & Podcaster
A background on cattle ranches led Tara Trask through her western lifestyle roots as first a rodeo queen and then a communications specialist in the western lifestyle. This former Miss Rodeo South Dakota, she is thankful for the opportunities presented to her from her families Quarter Horse ranch to her education at South Dakota State University. She’s now an avid western fashionista, designs her own fashion line, produces her own western fashion podcast, and also produces a few other podcasts along the way!
“Never let anyone dull your sparkle.”
A background on cattle ranches led Tara Trask through her western lifestyle roots as first a rodeo queen and then a communications specialist in the western lifestyle. This former Miss Rodeo South Dakota, she is thankful for the opportunities presented to her from her families Quarter Horse ranch to her education at South Dakota State University. She’s now an avid western fashionista, designs her own fashion line, produces her own western fashion podcast, and also produces a few other podcasts along the way!
Rodeo Background
Rodeo Queen Roots
The three-time South Dakota High School Rodeo Queen, she literally has a banner hanging in her high school gym next to the other sports championships. Living most of her life on the back of her horse at her family’s Quarter Horse ranch, she went on to South Dakota State University where she became the SDSU rodeo queen and then Miss Rodeo South Dakota; the pinnacle of her career.
“I am very honored and humbled by my past in rodeo… it’s opened up the doors to who I am today.”
Podcast Bonus Story: Some of the biggest changes that Tara has seen in rodeo over her span in rodeo with an emphasis on her master's thesis for public relations and social media for pro rodeo cowboys.
Most Influential Lesson From Being a Rodeo Queen:
“While I learned how to be a good public relations specialist… the biggest life lesson I learned from being a state rodeo queen, especially, is to be humble enough that you may think you know everything and you are at a level where there is sometimes a pressure to know everything, be humble enough that you can learn and be open to learn from absolutely everybody!”
Studying for Miss Rodeo America, you are expected to know all of this information and be able to speak to it at the drop of a hat. You should also know that you can listen to an announcer and that they are going to know ten times more than you.
“I gained a bigger respect for announcers and I really honed in on who they are and learned from them because, at the end of the day, they see rodeo from such a different perspective. They get to know the contestants, stock contractors, animals… they’re knowledge base deserves MAD respect!”
Social Media & Rodeo Today
“What the PBR is doing with Ride Pass, they have literally taken the sport of professional rodeo by storm with that and introducing it to a whole new level of people,” says Tara. “I see professional rodeo in the next few years continuing on that past and expanding more into … lifestyle pieces and what happens outside of the arena.”
Getting to see the personalities of those in the rodeo arena when they are outside of the area, for example the Tuf & Tif wedding series, allows for more fans to connect digitally. It creates an overall growth for the western lifestyle and the sport of rodeo to gain in traction with sponsors and audience size.
Tara predicts that podcasting will be one of the biggest steps moving forward for mainstream rodeo. Rodeo may have used to want to be mainstream but they weren’t ready; now they are. Co-host Katie Schrock talks about the PRCA Convention from the 2018 National Finals Rodeo which was covered in Episode 2 of the That Western Life Podcast.
If you could change, add or remove one rule into the PRCA rule book what would it be?
Tara goes more in depth on the podcast about her concept of tweaking the current PRCA patch program so that they can respect the National Sponsors of the PRCA but also allowing those competing sponsors that are helping those cowboys compete and get down the road.
“Healthy competition is a good thing!”
When we start to alienate certain brands out of a specific market place like rodeo, it’s only hurting the cowboys, the fans and professional rodeo as a whole. We need to make sure that we have those gates open to all sponsors for healthy sponsors.
Molly & Gidget
The Backstory
What started as a boutique named after Tara’s two former dogs, Molly & Gidget, she adopted Molly’s high class diva attitude and Gidget’s free spirit into her fashion designing.
“I always knew I wanted to open some kind of store,” says Tara about the start. At the end of grad school she felt ready to go for it and started an online boutique which it stayed as such for two to three years.
“I knew that I wanted to evolve it into something bigger, I wanted to create its identity and give it legs,” continues Tara about the adventure of Molly & Gidget. She didn’t want to spend her time worrying about how much she could carry, she wanted to have a brand that was tailored and a different energy than being focused on carrying mass product.
In the last two years, she has spent more time working on the designing of her fashion line which is a mix of 1950’s to 1970’s fashion that she finds and her own designs. Her designs are western shirts, leather jackets, and more; her focus is on the western clothing worn as the glitz and glammer for the stage of a country music singer.
Podcast Bonus Story: Who Tara would LOVE to design for? Listen to the episode to find out!
Podcast Bonus Story: What IS western fashion?
Future Plans
Tara’s plans for Molly & Gidge is to get more into the country music scene to design for both stage shows and the red carpet. She also wants to get into Nashville Fashion Week as well.
She hopes to continue to provide outfits and designs to help women feel beautiful and to be more of a beautiful place. Tara wants women to be confident in their own skin and to help every client stand out!
Stylish Podcast
Gearing Up For Season 3
Stylish is the official podcast of Molly & Gidget that was founded two years ago. In April, they will launch with a “Hot or Not” episode after the American Country Music Awards for Season 3. In its initial start, they interviewed for 32 episodes and showcased the stories of not just western designers but also more Indie designers.
Tara wanted to not only introduce some of these brands but also show with people why they should learn more about them. For Season 3 they are going to be taking a different spin with a whole lot more personality! Different guests, hot topics, and some broadcasting live from the top music festivals like Coachella and Coachella fashion.
They’re still going to embrace their western lifestyle roots but also go into mainstream fashion where Tara draws a lot of her designing fashion inspiration. She hopes that this will help open everybody else's creative juices with the western lifestyle.
Ask Annie
Launched in February, Tara produces the “Ask Annie” podcast which features host Annie Kennedy who is your girl next door and best friend that you’d go to for product advice for anything horse related. She tries produce from saddle pads to supplements, saddles to trainers, and so much more. After she tries them, she gives her honest review of these products.
You can find Ask Annie on all social media sites as well as anywhere podcasts can be found. The more that she gets into it, the more of her personality that comes out!
