The Country Music Association, the premier trade organization of the Country Music industry, proudly returned to the U.K. last week for C2C: Country to Country festival, reinforcing its commitment to expanding the genre’s global reach. As Country Music’s international presence continues to grow, CMA remains dedicated to supporting its worldwide impact.
“C2C is always such an incredible experience, from kicking off the weekend with a sold-out Songwriters Series to hosting the CMA Spotlight Stage in London and Glasgow, we were reminded again of the strength and global connection of our genre,” says Sarah Trahern, CMA Chief Executive Officer. “Country Music reached new heights in 2024, and the momentum has only grown stronger in these first few months of 2025. With more artists, industry professionals and fans engaging with the genre, we’re more excited than ever for what’s in store.”
CMA kicked off its highly anticipated return to C2C with a celebrated CMA Songwriters Series. Taking place on Thursday, March 13 at indigo at The O2, the event served as the official start to the weekend and featured standout performances from Country artists Jessi Alexander, Wyatt Flores, Mickey Guyton, Darius Rucker and Tucker Wetmore. Rucker, who also hosted the event, guided the audience through an evening filled with rich sounds, styles and personal stories from each artist. The sold-out crowd was fully captivated by the show’s intimate format, enjoying a unique, behind-the-scenes look into the creative process of each song.
Additionally, for the first time ever, CMA sponsored C2C’s Spotlight Stage, in the London and Glasgow locations. Located in the heart of the main arena, the CMA Spotlight Stage gave fans an up-close experience with a variety of rising Country stars. Bayker Blankenship, Drew Baldridge, Harper O’Neill, Kaitlin Butts, Kashus Culpepper, Kassi Ashton, Kezia Gill, Max McNown, and Willow Avalon lit up The O2 in London, with Blankenship, Baldridge, O’Neill, Ashton, Gill, and Avalon also performing at the OVO Hydro Glasgow.
CMA awarded Richard Murdoch (Producer for “Another Country with Ricky Ross,” BBC Radio Scotland) with the 2024 CMA Wesley Rose International Media Achievement Award, recognizing his innovative approach to media and his dedication to expanding Country Music worldwide. Murdoch received the award in a special backstage presentation by Country artist Lainey Wilson during C2C Glasgow on Sunday, March 16.
Throughout the weekend, CMA also organized a series of industry events in London, designed to forge new connections and strengthen global relationships. Before the CMA Songwriters Series showcase, industry leaders came together for a reception full of networking opportunities as they reconnected with colleagues from around the world. In addition, CMA hosted a dynamic presentation titled “Brand Power of Country Music in the U.K.,” diving into the rise of Country Music and the loyalty of its fans. Tailored for U.K.-based brand agencies, the session featured industry insight from thought leaders in all facets of the music business, spotlighting strategies for deepening connections with Country artists and their audiences. This event was a collaborative effort, bringing together key players in both domestic and international markets. Presenters included Michelle Boursiquot (BMG), Ami Brown (Universal Music Group), Zoe Briggs (REPUBLIC Collective), Phil Connolly (Sony Music), Meredith Goucher (CMA), Alexandra Hannaby (Big Machine Label Group), Sean Hendrie (United Talent Agency), Jim King (AEG Presents), Baylen Leonard (Absolute Radio Country, The Long Road, Holler), Rachel Lloyd (AEG Presents), Neil McSteen (CAA), Anna-Sophie Mertens (Live Nation), Luke Roberts (Lime Tree Music), Shannon Saunders (WME), Cayleigh Shepherd (Big Loud), Gaëlle Siourakan (Universal Music Group), Sarah Trahern (CMA) and Helen Thomas (BBC Radio 2).
CMA continues its international efforts March 21-23 at CMC Rocks in Australia, with the organization hosting an industry reception during the festival.
