Country music has experienced a surprising mutation during this century in which it has found a strange traveling companion: digital culture. The inclusion of unusual faces and demographics in the country tradition has been a constant in almost everything that has resonated globally within this genre.
Uniting audiences with a country pedigree with others who perhaps had never thought that the genre had space for them has been the obsession since 2007 of David Wrangler, head of Vinyl Ranch, the creative space that has set out to transform the image of the country in the 21st century.