CMA Expands Partnership With C2C

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Pictured (L-R): Jim King, Scott Borchetta, Sarah Trahern, Rachel Davies and Mark Sutherland speak during the 2026 CMA International Summit at Soho Works on March 11, 2026 in London, England. Photo: Kate Green/Getty Images for CMA

CMA returned to the U.K. last week to support this year’s Country to Country festival, continuing CMA’s ongoing commitment to developing country music globally through strategic worldwide initiatives and partnerships.

“C2C continues to be a highlight of our year,” says Sarah Trahern, CMA Chief Executive Officer. “From an unforgettable Songwriters Series to the excitement around the CMA Spotlight Stage in London and Glasgow and for the first time, Berlin and Rotterdam, this week was a powerful reminder of how deeply Country Music connects with fans around the world. It was also incredibly meaningful to host our first International Summit in London and bring together our partners across the U.K. and Europe to reflect on the continued growth we’re seeing throughout the region. The passion from fans and partners reminds us why this genre continues to thrive, and we’re excited to build on that progress.”

Last Wednesday (March 11), CMA held its inaugural International Summit at Soho Works in London. The gathering included 140 invited industry members, and supported career development through activities and networking throughout the day. The summit included a keynote panel moderated by Mark Sutherland (Host, The Money Trench – The Music Industry Podcast), with speakers including Scott Borchetta (Founder/Chairman, Big Machine Records and Nashville Harbor Records & Entertainment), Rachel Davies (Commissioning Editor, BBC Popular Music Television), Jim King (CEO, AEG Presents U.K. and European Festivals), and Trahern. A CMA Task Force panel also took place moderated by Alex Hannaby (Head of U.K., SVP International, HYBE Label Service), alongside breakout sessions.

The CMA Songwriter Series kicks off the UK C2C Festival at Indigo at The O2 on March 12, 2026 in London, England. Photo: Luke Dyson/CMA

CMA also showcased a collection of data highlighting country consumption in the U.K. and Europe. During the presentation, CMA showed that country music consumption has grown by 181% across the U.K. and country’s share of the overall U.K. music market has doubled since 2o20, marking it the fastest-growing genre in the U.K. for three consecutive years.

“As country music continues its incredible international growth, the CMA continues to be front and center in its outreach and effectiveness in bringing together best in class partners to expand globally,” shares Borchetta.

“The BBC has been supporting country music for decades, and it’s been a joy to see the appetite for the genre grow exponentially in recent years,” adds Davies. “It’s also been wonderful to reflect this growth in our TV commissioning. Over the last year alone, we broadcast Grand Ole Opry: Live in London on BBC Two, we streamed the CMA Awards live, marking the moment with a dedicated country music channel on BBC iPlayer, featuring a night of classic country-related programming that has been broadcast on the BBC over the years. Other highlights included our BBC Two factual entertainment series, Rob Brydon’s Honky Tonk Road Trip, our broadcast of the CMA Fest and more. Country artists were also spotlighted on returning series such has Later… with Jools Holland and Radio 2’s Piano Room, which we show in vision on BBC iPlayer. It’s really important to us that we continue to collaborate with colleagues across the BBC, and with the wider industry, so that we can continue to play our part in celebrating international and homegrown country artists for years to come.”

The CMA Songwriter Series kicks off the UK C2C Festival at Indigo at The O2 on March 12, 2026 in London, England. Photo: Luke Dyson/CMA

“The CMA Summit in London was an outstanding opportunity for connection, collaboration and genuine momentum for country music across the U.K. and Europe,” explains King. “Having so many leaders, promoters and partners together with such shared purpose made the conversations both energizing and productive. The coordination and partnership investment that CMA brings to the genre is unique, and it remains a key driver of country music’s continued growth internationally. We’re excited about the opportunities ahead and proud to support CMA’s work in strengthening the genre’s development across global markets.”

CMA also held the inaugural CMA Songwriters Series on Thursday (March 12) at indigo at The O2. Performers for the sold-out evening included Ashley Cooke, Emily Ann Roberts, Keith Urban and Kristian Bush, with Urban serving as host.

Lastly, CMA continued its Spotlight Stage in London and Glasgow this year, while also adding Berlin and Rotterdam to the lineup. Throughout the four locations, performances included Crowe Boys, Dylan Schneider, Elizabeth Nichols, Emily Ann Roberts, The Jack Wharff Band, Jade Eagleson, John Morgan, Julia Cole, Liam St. John, Mae Estes, McCoy Moore, Noah Rinker, Solon Holt and Tyce Delk. 

Madison Hahnen
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