The Country Music Association (CMA) made a triumphant return to the U.K. last week for the C2C: Country to Country festival, reaffirming its commitment to expanding Country Music’s global presence. With an ever-growing international fanbase, CMA remains dedicated to fostering connections between artists, industry professionals, and fans worldwide.
A Weekend of Unforgettable Country Music Experiences
“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,” said Sarah Trahern, CMA Chief Executive Officer. “We were reminded again of the strength and global connection of our genre. 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 Songwriters Series: A Sold-Out Celebration
CMA launched its highly anticipated return to C2C with the CMA Songwriters Series on Thursday, March 13, at indigo at The O2. This exclusive event, serving as the official start to the festival, featured outstanding performances from Jessi Alexander, Wyatt Flores, Mickey Guyton, Darius Rucker, and Tucker Wetmore.
Hosted by Rucker, the evening provided an intimate, behind-the-scenes look into the songwriting process. The sold-out crowd was captivated by the personal stories and heartfelt performances, reinforcing the emotional depth and storytelling that define Country Music.
New in 2025: CMA Spotlight Stage at C2C
For the first time ever, CMA sponsored the Spotlight Stage at C2C’s London and Glasgow locations, bringing fans closer to some of the genre’s rising stars.
The London lineup featured:
- Bayker Blankenship
- Drew Baldridge
- Harper O’Neill
- Kaitlin Butts
- Kashus Culpepper
- Kassi Ashton
- Kezia Gill
- Max McNown
- Willow Avalon
Performers at both London and Glasgow included:
- Blankenship
- Baldridge
- O’Neill
- Ashton
- Gill
- Avalon
This addition to C2C allowed fans to experience rising talent in an up-close setting, furthering CMA’s mission to support emerging artists on an international scale.
Recognizing Excellence: Richard Murdoch Honored
CMA also took the opportunity to recognize a key contributor to Country Music’s global expansion. Richard Murdoch, producer of “Another Country with Ricky Ross” on BBC Radio Scotland, was awarded the 2024 CMA Wesley Rose International Media Achievement Award. This honor acknowledges his innovative approach to media and dedication to growing Country Music’s presence worldwide.
Murdoch received his award in a special backstage presentation by Lainey Wilson during C2C Glasgow on Sunday, March 16.
Strengthening Industry Ties Through Strategic Events
Beyond live performances, CMA also hosted a series of industry events designed to build new partnerships and strengthen existing relationships. Before the CMA Songwriters Series, industry professionals gathered for a networking reception, fostering connections among key players in the global Country Music industry.
One of the standout sessions was “Brand Power of Country Music in the U.K.”, a dynamic presentation highlighting the genre’s rapid growth and the loyalty of its fanbase. Aimed at U.K.-based brand agencies, the session explored ways to deepen engagement with Country artists and their audiences.
Expert Panelists 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)
- Helen Thomas (BBC Radio 2)
Looking Ahead: CMA at CMC Rocks in Australia
CMA’s international expansion efforts continue with its presence at CMC Rocks in Australia, taking place March 21-23. The organization will host an industry reception during the festival, reinforcing its dedication to connecting Country Music professionals and audiences worldwide.
About the Country Music Association
Founded in 1958, the Country Music Association (CMA) is the first trade organization dedicated to promoting Country Music. CMA supports the genre through major initiatives, including:
- The CMA Awards – Recognizing outstanding achievement in the industry.
- CMA Fest – Benefiting music education through the CMA Foundation and aired as a television special.
- CMA Country Christmas – A holiday music tradition.
CMA also brings Country Music to audiences worldwide through its live performance series, including Introducing Nashville and the CMA Songwriters Series. With members spanning the globe, CMA continues to foster international growth through dedicated task forces and annual awards recognizing industry leaders worldwide.
