Country Music is experiencing a modern-day resurgence.

Once predominantly associated with white, rural Southerners, the history of the genre failed to recognise the contributions of Black artists and musicians. This has resulted in an inaccurate portrait of the genre – despite early research revealing that one in four cowboys were Black.

But artists from minority backgrounds are rewriting the script. Over the past few years, the face of country music has shifted to become more welcoming of different backgrounds and identities.

For instance, Lil Nas X’s Old Town Road became one of the longest-running Billboard No.1 songs in 2019 when the rapper blended country and trap music sensibilities.

The evolution of country music has continued through Black artists like Beyonce, who are unafraid to experiment with the genre, ignoring the stereotypes that have been set before them and retooling the sound in their own unique way.

The singer’s latest album ‘COWBOY CARTER’ was one of the most anticipated releases of 2024, speaking directly to this transitional moment in culture where the very idea of American identity is being contested.

And it’s not only the music getting a long overdue makeover: everything from fashion to memes are receiving a yeehaw update.

Luxury designers from Louis Vuitton to Calvin Klein have embraced the country aesthetic with collections that invite people to share their unique iteration of the trend.

On TikTok, #cowboycore has 11.4 million views and counting with users styling themselves as cowboys or performing to the audio of their favourite hillbilly tunes. Similarly, searches for ‘cowgirl hat’ in the U.S. have grown by 117% according to Journoresearch.org.

As gleaned through fashion, film and music, the Yeehaw Agenda reflects how people, particularly young people, are reviving old, outdated stereotypes and situating them in the present by staying true to their identity.

What might seem shallow on the surface reveals itself on further investigation to be an important effort to reclaim outdated connotations of country, which once erased the value of Black and minority communities from pop culture representation.

We’re now approaching an era that is more accepting of fluidity both in music and culture – which is largely being driven by younger generations.

On the country music scene, Gen Y and Zers are shaping the streaming habits of this genre, with 2023 proving to be its most impressive streaming year yet.

The global embrace of country music by artists who typically sit outside of the genre also hasn’t gone unnoticed. Artists such as Lana Del Rey, Ed Sheeran, Brian Wilson and Post Malone are stepping over from the pop landscape and going full-on country.

The present cultural moment is not entirely unexpected.

Culture is not created or formed through individual, siloed experiences but instead forged over many years as it rubs shoulders and commingles with people, language and traditions.

Country music’s modern-day makeover is only going to continue to expand and grow, making space for artists and their fans to participate in their own unique way while paying homage to the genre.