Second Annual People’s Choice Country Awards To Focus On Community [Executive Interview]

/by

NBCUniversal’s Greg Lee

Later this week, the country music community will file through the doors at the Grand Ole Opry House for the second annual People’s Choice Country Awards. The star-studded evening will air live on Thursday, Sept. 26 at 8 p.m. ET/PT on NBC and Peacock.

Last year’s inaugural show, hosted by Opry members Little Big Town, recognized top talent in the industry and showcased electric performances, including Blake Shelton, Carly Pearce, Dan + Shay, Hardy, Jelly Roll, Kane Brown, Kelsea Ballerini, Little Big Town, Toby Keith and Wynonna Judd.

This year, PCCA executives are promising the same exciting night, with some refinements. Greg Lee, Vice President of Live Events and Specials at NBCUniversal Entertainment, spoke to MusicRow leading up to the big night.

“More than any other genre, country music truly feels like a community, with artists supporting fellow artists,” he says when asked what he learned from last year’s PCCAs. “Last year, we saw firsthand how supportive and passionate the country music fans are. The room was literally vibrating with excitement for winners”

This year, fans can expect to see the community lifting up top nominees Zach Bryan, Beyoncé, Kacey Musgraves, Shaboozey, Kane Brown, Morgan Wallen and Luke Combs. Unlike the industry-voted CMA and ACM Awards, though, the PCCAs are entirely fan-voted, with the voting taking place in August.

“The People’s Choice Country Awards is a modern awards show crowning the music, artists, and storytellers that mattered most to those who matter: the people,” Lee says. “A prestigious honor bestowed not by insiders, but by the academy of fans. This show is for the people by the people and is truly representative of what’s trending in pop culture and country music. Fans are at the core of everything we do.”

Winners will be crowned across 18 categories, including six that were added this year to honor one of Nashville’s greatest exports: songs.

“Our goal is to celebrate and honor all aspects of the country music genre and give artists and songwriters the spotlight,” Lee says. “We endeavor to find new ways to be more inclusive and add opportunities for fans to support their favorite artists. This year we added six new categories that will highlight this year’s artistry in the genre.”

In addition to the fan-voted awards, two artists will be highlighted with specially-chosen honors during the evening. Miranda Lambert will receive the Country Icon Award for her decades-long career, during which she’s built an authentic, female-forward brand of country that has shaped the industry. Kane Brown will be honored the Country Champion Award for his passion for service and groundbreaking contributions to the country music industry and beyond.

On the performance side, the second annual PCCAs has a new host: global music icon Shania Twain.

“Shania is truly a country icon for the people, she doesn’t worry about the rules and has broadened the country music space. She focuses on her fans, and that is exactly what this show embodies: a celebration of the people,” Lee says.

Twain will kick off the evening with a show-opening moment before welcoming Lambert, Brown, Keith Urban, Kelsea Ballerini, Lady A, Parker McCollum and The War And Treaty. Today it was revealed that award-winning rapper MGK and country star Brad Paisley would bring a collaboration to the PCCAs stage, as well.

Country artists Carly Pearce, Dan + Shay, Little Big Town, Ashley Cooke, Bailey Zimmerman, Chase Rice, Cody Rhodes, Dasha, Orville Peck, McCollum, Priscilla Block, Scotty McCreery, Shaboozey and Tanner Adell, wrestler Cody Rhodes, TODAY host Dylan Dreyer and comedians Matt Rife and Nate Bargatze will present awards and performances throughout the night.

“This year more than ever, country music is driving pop culture,” Lee shares. “It’s more commercially popular than ever. It feels like a movement and unites us all as Americans. We see this with artists from all genres entering the space. Country music is all about storytelling and songwriters are truly the heart of the genre.”

For the second year, NBC has worked to lift the show’s profile, inviting the signature Live From E! franchise to broadcast live from the Grand Old Opry House as a lead into the PCCAs. Lee points out that the show is part of NBC’s overall interest in country music.

“NBCUniversal has continued its investment in country music, Nashville and the PCA brand by adding more programming, including the upcoming Christmas at the Opry special and Toby Keith: American Icon, which aired in August.”

LB Cantrell
Latest posts by LB Cantrell (see all)