Country music's influence on the industry as a whole waxes and wanes, but this year it's been absolutely dominant.
For example: Morgan Wallen topping the streaming charts, Beyoncé's historic “Cowboy Carter,” Luke Combs and Tracy Chapman's tearjerker Grammys set, and that barely scratches the surface.
Since its debut in 2007, Stagecoach – “Country Coachella” by Goldenvoice – has been at the forefront with an omnivorous and welcoming definition of the genre. That philosophy, from veteran booker and executive vice president of talent Stacy Vee, is in full swing on the pop and country charts.
This year's festival (which sold out, while Coachella, which spanned two weekends, did not) is headlined by Wallen, Eric Church and Miranda Lambert, with country covers of Post Malone and lively acts like Jelly Roll, Megan Moroney and Bailey Zimmerman.
We spoke with Vee about the festival's role in this hot country moment, how Black and Mexican traditions are shaping the future of the genre, and if anyone is nervous about Wallen playing just weeks after his high-profile arrest.
Obviously, country music is going through an incredibly successful and influential time. How would you situate its power within the music industry at this time?
It's obviously generating a lot of new fans, but also new voices. People who never thought they would make a country record are making a country record. New people are giving Nashville a chance, and in Nashville, people are giving other things a chance. Many artists are adopting it and giving it their own interpretation. That's something I've intentionally focused on with Stagecoach, giving it its own identity, a Californian sound and my own interpretation of what country music is.
What role do you think Stagecoach has had in building this moment?
I would love to think that we have been pioneers in introducing new voices. I really rolled the dice when I first cast Diplo. I didn't know what Stagecoach fans would think of something like that, but it was very well received. And in 2022 I hired Nelly and I thought: what are people going to think about this? But look at Stagecoach in its early years. They were mostly Americans and pioneers in the alternative country space. We really approached Stagecoach with a Coachella brain. People are very excited about things they don't ask for. It's really encouraging, and I think country music fans are a lot more open-minded than maybe they're given credit for.
There's a certain evil genius in signing Nickelback this year.
That one is taking a risk. And I gave Post Malone a big spot on the main stage. But I don't think I've read a single negative comment on our social networks about it. Each person welcomed Post with open arms, saying that he is putting his foot in country music. That's what attracts people like Beyoncé and Lana Del Rey. Everyone has discovered that this country music thing is really fun.
The crowds arrive on the first day of the Stagecoach 2023 festival in Indio a year ago.
(Allen J. Schaben/Los Angeles Times)
There were times when fans were skeptical about “brag country.” But some of Stagecoach's biggest acts, like Post Malone, Jelly Roll and Ernest, emerged from Soundcloud rap. Has that aspect of control changed?
It absolutely has it. Kane Brown was a headliner last year and came from non-traditional sources. Bailey Zimmerman and Hardy are giants among young country fans. I find my music in every way, obviously paying attention to TikTok and social media, but also artists posting about other artists, and there are so many different sounds and you can consume them on so many different platforms.
I think you're going to see a lot of artists taking the stage together. There is a lot of support for collaboration right now. I think that plays into where country music is having a moment, because people always want to be number one, but nobody knocks each other down. You're seeing so many women like Lainey Wilson elevating each other – there's room for all women and it's not like there can only be one female star. I think that has a really big impact on what's happening right now.
Country music is a wonderful community and they've had a way of doing things for many years that has been very successful. Country radio is still very, very important in country music. But there's also Zach Bryan coming out of nowhere doing things his way. Now there is no longer a script to follow.
Luke Combs and Tracy Chapman's performance at the Grammys really showed that.
What a moment, simply impressive.
Morgan Wallen, featured at the iHeart Radio festival in Las Vegas in 2022, is among the headliners at this year's sold-out Stagecoach festival.
(John Locher/Associated Press)
Stagecoach sold out quickly this year. Morgan Wallen is one of the best streaming and touring artists. Did getting him signed for a possible instant burnout give you room to take other chances?
Well, there is no such thing as a guaranteed sale. If you know what it is, I'd love to hear it.
I love Morgan and he came to Stagecoach. I've been working with Morgan since 2017. But the approach I take to booking Stagecoach specifically is that I want to reach all types of country music fans. There are my dear and loyal Stagecoach fans who have been coming since 2007. I want the most broadcast and most widely broadcast acts in the stadiums. I want to write songs. I want what I call 'curious country people' to give me a chance. People who say, 'Well, I don't really like country music, but there's Wiz Khalifa, Diplo, Post Malone, Dillon Francis and Nickelback, what's going on there?' So I always made sure, when I selected programming, that I offered enough for every type of country music fan. Hiring an artist doesn't mean he can take his foot off the gas.
Did Wallen's recent felony arrest for throwing a chair off a bar rooftop make you nervous?
Morgan Wallen is one of the best live performers out there. He and we are very focused on making this the best set we've had this year. I know he's planning some really special things.
This festival comes on the heels of Beyoncé's album “Cowboy Carter.” You've got black acts like War and Treaty and Leon Bridges and the Compton Cowboys collective coming this year. How do the questions about race and country music that Beyoncé raised on that album influence your thinking about who the festival is for?
Look at the “Cowboy Carter” collaborators we have at Stagecoach this year: Tanner Adell, Willie Nelson, Post Malone, Brittney Spencer, Willie Jones. And then the Stagecoach alumni: Rhiannon Giddens and Tiera Kennedy. The voices she was amplifying and the direction she was going in, it was an incredible feeling to be aligned with something that is having such a big impact. We announced Stagecoach in September, so the fact that all of that is coming months later is an incredible feeling.
Stagecoach is a place where everyone feels welcome. We are focused on creating the rural culture of tomorrow. It's the best part of my job and some responsibility, but it's also great. I challenged myself to do a lot of research, to go down so many rabbit holes and really try to discover new things and take risks. There's a lot of lineup with big artists giving Stagecoach a try right now, but that's what we've been doing for a while. The timing is perfect right now.
Is a Stagecoach gig on your radar right now?
I don't know, but there are many of his friends and collaborators here. There are worse things than being aligned with a Beyoncé album.
The rise of regional Mexican music is also part of a broad spectrum of country music. Carin León will play Coachella and Stagecoach this year, and Peso Pluma could have played both. What is the future of the Mexican/country crossover at Stagecoach?
Carin León is an artist that we have defended for a long time. Having a regional Mexican artist was something she really wanted on this year's lineup. Since we hired him, Carin has been very proactive in writing with a lot of people in Nashville and recording with Nashville artists. He has to be an artist who wants to be in this space. But I'm very excited to see how Carin's set will be received. My dream is to see people singing every word like they were at their Coachella set last weekend.
You have Willie Nelson back this year. I wish him many more festival appearances, but is it especially important to you to give people the chance to see him when he turns 90?
Truth be told, it's like any other year and I'm trying to hire Willie Nelson. I did something really special on Saturday where I have a bunch of Texas artists: Miranda Lambert, Post Malone, Willie Nelson, Maddie & Tae, Leon Bridges, Charley Crockett, Asleep at the Wheel. I intentionally did this in Texas to cultivate an atmosphere where artists jump on stage together. I think that was my approach to Willie Nelson this year.
Fans dance at the Stagecoach Country Music Festival in Indio in April 2023.
(Allen J. Schaben/Los Angeles Times)
Goldenvoice is testing out a few different festival concepts right now. There seems to be a lot of energy behind this year's Stagecoach. Obviously the festival has It's been around for a long time, but hasn't it? he Does this strike you as an especially important moment for the festival's role in the company's future?
Stagecoach has always been a priority and a big deal for Goldenvoice. We have always had the intention and enthusiasm to put our own spin on what a country music festival is. We take it year after year, I never take anything for granted. Yes, we are having an incredible year this year and I am off to a great start for 2025. But things always come and go.
I would love to think that we would always be in this place, that there would always be so much fanfare around country music. But I never take anything for granted. I'm going to work very hard to keep Stagecoach innovative. I hope it remains culturally relevant, and as the years go by, I'd like to think I'm getting better and better at my job. But I've never taken it for granted.
Have you ever seen it last two weekends?
Right now, we are very happy to have a sold-out weekend.
