Musician Post Malone's foray into country music has garnered significant attention, earning him five Grammy nominations. His album "F-1 Trillion," featuring collaborations with prominent country artists like Morgan Wallen, Dolly Parton, and Tim McGraw, is up for Best Country Album. His duet with Wallen, "I Had Some Help," received nominations for Best Country Song and Best Country Duo/Group Performance, while his collaboration with Beyoncé, "Levii's Jeans," is nominated for Best Pop Duo/Group Performance.
Industry experts weigh in on Malone's genre shift. Branding expert Doug Eldridge notes that collaborating with established country stars can expedite an artist's transition into the genre. He points out that contemporary country music, with its pop influences, offers a welcoming environment for artists like Malone. Eldridge suggests that the genre's focus on relatable themes like love, loss, and family resonates with a broad audience.
Lyric Mandell, co-founder of Tutti Agency, highlights that Malone's move into country has been brewing for years, citing the artist's past expressions of interest in the genre. Mandell argues that Malone's transition feels authentic because it aligns with his established musical style, which emphasizes personal narratives and emotional depth. She believes this shift reflects the evolving landscape of country music, where artists are challenging traditional genre boundaries. This creates an opportune moment for Malone's crossover to be perceived as both innovative and natural.
While embracing country, Malone hasn't abandoned other genres. His collaboration with Taylor Swift, "Fortnight," is nominated for Song of the Year, Record of the Year, and Best Music Video. Malone has expressed his disregard for strict genre classifications, advocating for a blend of musical styles to create unique sounds. Mandell agrees, noting that this reflects a broader trend of genre-bending in the music industry. She emphasizes that Malone's transition isn't a reinvention, but a natural progression rooted in the storytelling traditions common to both country and his previous musical endeavors.
Malone's move to Utah in 2019 may have influenced his country shift. He's embraced the local community, performing at events and even contributing to the design of a restaurant. This personal connection to the region could be seen as further solidifying his transition into the country music scene.
