#stagecoach2019

The New Lifestyle Brand Pioneers of Country Music

Mar 14, 2019

3:30pm – 4:30pm CT

Why are the biggest lifestyle brands jumping on the country music bandwagon? According to CMA, 42% of the U.S. is made up of country music consumers and the last decade has seen a 57% increase in fans between 18-24 years old – coming to 115 million people and counting. With $400B spent annually across lifestyle categories like beauty, the affinity for country fans amongst brands makes both dollars and sense. Investments from major fashion and beauty brands that go beyond traditional “downhome” categories are also booming at music festivals like Stagecoach in Indio, CA. Hear from innovators like country music star Nikki Lane, AEG, and Estée Lauder on why they’re bringing their brands to life across country, surprising statistics about country fans, and how they’re engaging audiences through country music.



Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Caroline Burruss
photo of Annie Evans
Annie Evans

Estee Lauder

photo of Nikki Lane
Nikki Lane

Nikki Lane

Primary Access
Music Badge
Platinum Badge
Artist Wristband
Secondary Access
Film Badge
Interactive Badge