North American mainstream culture has a tendency to ripple out across the world, and 2024’s resurgence of “Wild West” themes is another example of the trend-setting in the USA. The time period and its narratives are inextricably linked with American identity, but there have been ebbs and flows in its popularity in chart music and the wider world of entertainment.
2024 was a big year for the resurgence of Western aesthetics across different genres and demographics, with the term “Cowboy-core” being coined in response. Several artists made a big impact, including Cody Johnson, whose ‘Dirt Cheap‘ track was one of the most heralded songs of the year. Written by songwriter Josh Phillips, the epic track spoke of nostalgia and a never-back-down attitude. Johnson brought this to life in the powerful video that depicted an old farmer refusing to give up his land.
With the traditional old cowboy protagonist, the video hit almost as hard as the lyrics, which saw ‘Dirt Cheap’ win Storyteller Song of 2024 at the People’s Choice Country Awards.
More Mediums Getting in on Wild West Theme
These tokens of Wild West imagery had been utilised in other areas too, captivating audiences with their familiar feel. Music was the primary medium in the mainstream, but other areas of entertainment incorporated the style too. In the gaming realm, the Wanted Dead or a Wild Slot claims to transport you “to a world of cowboys and cattle roundups”. The saloon-style imagery and Duel at Dawn bonus round are perfect examples of how the game jumped on board with the Cowboy-core look of the year.
Country superstar George Strait also proved that country wasn’t just being consumed at home through music, videos, and games. The 72-year-old icon showed that there was a growing demand for experiencing it live as he broke the U.S. record for biggest attendance at a live concert in June. Strait played in front of 110,905 fans at Texas A&M University in College Station, Texas, with old and new fans flocking to hear his timeless classics.
“I’ve always said I’ve got the best fans in the world and Saturday night at Kyle Field in College Station, Texas says it all. Thanks to @parkermccollum and @catieofferman who were both a huge part of that night and thanks to all of you Aggies out there who made this happen. What… pic.twitter.com/wfvS84IAJL
— George Strait (@GeorgeStrait) June 19, 2024
Will It Fade Away?
Given the endearing success of country music and the resurgence in its mainstream reverence, the future looks bright for this new surge for the genre. Looking ahead to 2025, many insiders expect an evolution in the s0-called ‘Country-core’ style, with trendsetters in the music world like Orville Peck continuing to push boundaries and innovate with bold takes and crossover mix-ups. On the small screen, the massive success of Yellowstone sees the series bring about its fifth season early in the year, proving the popularity of Western influences across all mediums of entertainment.
One thing is clear, the endearing impact of country – and it’s offshoot cowboy-core – has something for everyone. From aesthetics to sounds and vibes, there’s nostalgia and passion alongside forward-thinking and fresh ideas. It taps into the past, but also allows new cultural influences to help move the “Old West” vibes forward for a new generation that will continue to evolve.
