Black country artists got a boost from Beyoncé. So did country as a whole

It's been four months since Beyoncé' released "Cowboy Carter," and the top-selling album continues to impact the country music landscape in unprecedented ways that benefit Black artists.

But they're not the only ones getting a boost. The entire genre has been exposed to a broader audience and able to widen its range.

Drive 10 hours north of Nashville to Washington to glimpse the growth.

'The Fourth in America'

For the second year in a row, Washington participated in CNN's annual "The Fourth in America" special, viewed by an estimated 40 million people nationwide.

Rising Black female country performer Reyna Roberts , who was featured on "Cowboy Carter," appeared on the network performing songs including her 2019 single "Stompin' Grounds" and 2021's "Raised Right."

She joined performers including pop-soul favorite Gavin DeGraw, hip-hop legend Doug E. Fresh, D.C.-based funk and R&B band Rare Essence and the United States Air Force Band, which played "Stars and Stripes Forever" and "1812 Overture" to fireworks over the Washington Monument.

Booking Roberts was a nod to her association with Beyoncé and how Queen Bey has accelerated country music's mainstream boom.

Of late, cities like Washington have experienced radical, stereotype-shattering gentrification. The result? Unprecedented opportunities to sustainably integrate Black female artistry with mainstream country music's predominantly white traditions.

Lawrence Hamm is the senior director of business development for Events DC, the city's convention and sports authority that helped organize the July Fourth event. He said the organization's goal is "taking cool, aggressive risks that highlight what makes D.C. one of America's most diverse and dynamic cities."

"We'd like to become a comfortable favorite for artists of all genres who want the best opportunities to authentically express themselves," Hamm said. "We're still a city of curious music fans who love being at the forefront of two things — culture and celebrations."

From CMA Fest to BET Awards, Beyoncé's impact on country music is felt

Beyoncé not only put a spotlight on emerging Black country artists, she also brought country music to a larger audience and expanded its borders.

In June, "Cowboy Carter" collaborators Shaboozey and Tanner Adell both performed at the 2024 BET (Black Entertainment Television) Awards despite the show not having a country music category.

During the ceremony, deemed culture's biggest night, not only was country music celebrated but it was the main topic.

While Introducing Adell, "Insecure" actor Jay Ellis said Black people have been making country music "since the beginning" but "now the world is paying attention." The evening's host Taraji P. Henson acknowledged Queen Bey's impact saying, "It's a lot of us wearing country boots and hats this year because of Beyoncé."

A few weeks prior, "Cowboy Carter" and its featured artists took center stage at Nashville's CMA Fest, and by doing so, they brought in more diverse country music fans.

Tennessean guest columnist Ebony Wiggins wrote about Beyoncé's impact: "She's made people like me, a Black woman, come full circle by including me in something I once felt excluded from. She's not only opened the door, but  she completely knocked it down  for Black people to enter unabashed."

Taking over 'one person and city at a time'

Roberts' admitted outlaw-style attitude has served her well in facing new audiences following "Cowboy Carter"'s release.

"My goal is still taking over the world — but now I know it'll require me to do it one person and city at a time," Roberts tells The Tennessean about her Washington performance. "Even if they're not traditionally fans of country music, I want open-minded people to love engaging with me and having fun with my songs' energy."

As conversations sparked by Beyoncé's work reverberate nationally, stars like Roberts are being embraced on the main stage.

"Beyoncé's making impactful songs that appeal both to the genre's core audience and can also bring other audiences," said R.J. Curtis, the executive director of Country Radio Broadcasters Inc., in a March 2024 Tennessean interview.

Several years ago, Roberts' list of goals she hoped to achieve by 2023 included playing at CMA Fest and Stagecoach Festival, opening for an artist of the caliber of Brothers Osborne, Chris Stapleton or Carrie Underwood, plus performing at the Super Bowl.

She's played at both festivals, has opened for Country Music Hall of Famer Reba McEntire and recently appeared on NBC's "America's Got Talent."

"I'm on the path to my destiny more than ever before," Roberts says.

This article originally appeared on Nashville Tennessean: Beyoncé, 'Cowboy Carter' album boost Black country artists