Shannon Saunders. Photo: Courtesy of WME

C2C: Country to Country is Europe’s biggest country music festival, created by AEG Europe and SJM Concerts in association with the Country Music Association. Each March, country music artists from Nashville, the United Kingdom, and Europe come together in London, Glasgow and Dublin for three days of the best in country music and programming.

After having to cancel the past two years of events due to the COVID-19 pandemic, C2C will make its triumphant return for its eighth year this week (March 11 – 13).

This year’s festival will include performances from some of country music’s biggest and fastest-rising superstars, such as Ashley McBryde, Hailey Whitters, Russell Dickerson, Priscilla Block, Tenille Townes, Brett Young, Breland, Callista Clark, Tenille Arts, Caitlyn Smith, Tiera Kennedy, Morgan Wade, Scotty McCreery, Kip Moore, Flatland Cavalry, and many more.

At the top of the bill for the 2022 C2C festival are Darius Rucker, Miranda Lambert, and Luke Combs, the latter two of which are represented by WME.

MusicRow recently spoke with Shannon Saunders, an agent in WME’s Nashville office with a focus on booking international acts, about what goes in to picking the best artists for an event like C2C, the influence of Nashville artists overseas, and the return to touring in country music.

MusicRow: What is your role at WME?

I have been with WME for over 10 years now, and have worked in various places booking for domestic territories, including fairs and festivals all across the U.S. Most recently I’ve moved into the international territory where I focus on growing our international touring opportunities for our Nashville roster.

What is the importance of a festival like C2C? Why is connecting Nashville artists such a vital piece of it?

C2C has been going on for quite a few years, much longer than I have been working with it directly. It’s always been a great event that introduces new country artists to the UK and Irish marketplace, and most recently even into Germany and the Netherlands. It’s one of our marquee events of the year, and I know that everyone is really looking forward to getting back there.

C2C has really created a wonderful community and culture around it where fans get together and look forward to discovering new artists. You find a lot of artist discovery with the different festival stages during the day, specifically around London. You also get to watch acts like Ashley McBryde, who started on a Spotlight Stage and has continued [to become] a big, main stage act as well.

It’s predominantly [American artists] that are coming over, but there are domestic country music artists that are on the festival as well. For instance, we represent Essex County, who is a part of the festival this year. They are based in the UK and are local to that market. There are many others on the bill as well, so it’s definitely a mix of [American] and local acts.

WME acts Luke Combs and Miranda Lambert are two of the three headliners for C2C this year. What goes into finding the perfect act for an event like this?

Luke Combs, Miranda Lambert

We’re always looking for talent that’s never been overseas before or acts that have put in the work and continue to grow a strong and loyal fanbase in Europe. You have definitely seen that with Luke Combs, who is a strong act there. He started touring really small and has grown all the way up into a major headliner in Europe.

We’ve got acts of all kinds all over [the world]. WME has 18 acts booked from our roster on this 2022 festival that range from big, marquee headliners all the way down to acts that are going over for the very first time and will be introduced as a new artist in Europe.

The 2020 and 2021 editions of C2C were cancelled because of COVID. With that in mind, what will this year’s show be like?

I’m really looking forward to the 2022 festival. I highly anticipate it to be a very large celebration of the comeback of country touring overall, and the excitement of everyone getting together with that community and getting to watch some amazing talent. The lineup this year is truly incredible. It’s very diverse and it’s a great cross section of everything that country music has to offer and all of the many different sounds that live within that genre.

I think C2C is going to be the kickoff of a lot more international country touring for the rest of this year and into 2023. I’m really looking forward to a lot of the things that we have in the pipeline. We have quite a few tours already announced through 2022 with Brad Paisley, Scotty McCreery, Morgan Evans, and The Cadillac Three.

There will be more that will continue to be announced over the next few months, so this is just the beginning of country touring coming back. I’m really looking forward to having a robust touring season in the year to come.

Cody Johnson’s “‘Til You Can’t” spends a second week at No. 1 on the MusicRow CountryBreakout Radio chart. The single rose to the spotlight one month prior on Feb. 4. He not only rose to the top spot on the MusicRow Chart, he also notched a No. 1 on the Billboard Hot Country Songs chart.

Johnson has also added new RIAA Gold certifications to his credentials, one for “‘Til You Can’t” and one for “Dear Rodeo.” With these new additions, Johnson notches 12 career certifications from the RIAA.

Matt Rogers penned the single with Ben Stennis and appears on his sophomore effort Human The Double Album, which contains songs originally rejected by other Nashville artists for what Johnson considers being “too country for country.”

Click here to view the latest edition of The MusicRow Weekly containing the MusicRow CountryBreakout Radio Chart.

Pictured (L-R): Jordan Minton, Mark Trussell, Niko Moon, Anna Moon, Joshua Murty. Photo: Steve Lowry

Industry members gathered for a night of firsts on Monday night (Feb. 28), when Niko Moon celebrated his first No. 1 as an artist.

While Niko has had success as a songwriter, co-writing such chart-toppers as Zac Brown Band‘s “Beautiful Drug,” “Loving You Easy” and “Homegrown,” and Dierks Bentley’s “Gone,” he’s never been able to commemorate his successes at a No. 1 party. The RCA Nashville rising star was all smiles during the celebration.

The party, hosted by SESAC’s Shannan Hatch, took place at Gibson Garage. JC Curleigh, Gibson’s CEO, said it was the first time the company had seen the swanky space used for an industry gathering since it opened in the summer of 2021, and that Gibson founder Orville Gibson would be proud. He also presented Niko with a brand-new Les Paul Gibson guitar in celebration of his No. 1 smash hit.

Shannan led a room full of joyful publishers, label personnel, and other team members through several presentations to celebrate Niko and his co-writers Anna Moon, Jordan Minton, Mark Trussell, and writer-producer Joshua Murty.

“I’d like to welcome you all to a ‘good time,'” Shannan quipped. She spoke about the reigning SESAC Songwriter of the Year, recalling when she met him. “He’s one of those people that even when you can’t see his face when you’re talking to him [on the phone], that smile comes through. You get his enthusiasm and happy nature. It’s so refreshing.”

BMI’s MaryAnn Keen spoke on behalf of Jordan, who was also celebrating his first No. 1. “You’ve got a lot going on right now,” she said to the songwriter, who currently has the No. 1 song on the MusicRow CountryBreakout Radio Chart with “Best Things Since Back Roads” by Jake Owen. “You’ve worked really hard. I know this one will always be extra special as your first.”

Boom Music Group’s Joe Fisher and Kobalt’s Kevin Lane echoed MaryAnn’s sentiments about Jordan’s work ethic.

Niko Moon performing at the No. 1 party for “Good Time.” Photo: Steve Lowry

Warner Chappell’s Ben Vaughn, who was an early believer in Moon, was on hand to speak about his Warner Chappell writers. “Look at that smile,” he said to the beaming artist. Vaughn also gave all of the co-writers a special gift: hand-painted bottles of apple pie moonshine, like referenced in “Good Time.”

After reading off an impressive list of stats, Ben said, “Niko, the point is you draw people in. You have a vision, a work ethic, and that smile. We all love you and are proud to be your partner.”

Ben also spoke about writer-producer Joshua, who was visiting Nashville from the west coast. “Every time you hear Niko Moon’s music, and you think ‘Dang, that sounds so fresh,’ this guy had a lot to do with it.”

When Ben spoke about Mark, he let the crowd know that the songwriter had been named “most talented” at his high school. He then spoke about Mark’s many talents and work ethic. “I think that label sticks,” he said.

Niko stepped up to talk about his talented wife, Anna. “Ever since we met, I just wanted the world to know how insanely talented this woman is,” Niko said. “How many people out there get to enjoy their No. 1 with their husband or wife? I just feel so grateful that we’re able to experience this together.”

Sony’s Sr. VP of Promotion at RCA Nashville, Dennis Reese, spoke about working a positive song like “Good Time” during the darkness of the pandemic. “We launched this single at terrestrial radio right as the world was changing. Here comes this song called ‘Good Time’ when there was a lot of bad times. I really believe in my heart that music changes everything. It takes a tragedy and turns it into something we can come away with appreciation for. I believe that ‘Good Time’ did that for a lot of people.”

MusicRow‘s Sherod Robertson, who presented the co-writers with their No. 1 Challenge Coin for reaching No. 1 on the MusicRow CountryBreakout Radio Chart, echoed Dennis’ sentiment about the positivity of “Good Time.”

Make Wake’s Chris Kappy, spoke about his journey to working with Niko. “Thank you for letting us wake up every day and represent you,” he said to the artist. “It’s a very special moment for us. We appreciate you a lot.”

When it came time for the co-writers to speak, Joshua kicked things off by talking about his friendship with Niko and Anna. “I’m grateful I get to make music with my two best friends that I love and am very proud of.”

Jordan recognized Niko’s effort at keeping the songwriters in the loop on the success of the song. “Niko was very attentive to us,” he said. “He would call me and Mark and let us know what was going on with the song. You were very good about communicating and being aware of things that a lot of artists maybe don’t take into account.”

Mark agreed. “At the time [‘Good Time’ came out], I was amazed at the hard work you put into it and the dedication you had for the song,” he said to Niko. “I’m so grateful to you and your team.”

Anna and Niko Moon. Photo: Steve Lowry

Anna spoke about her journey to becoming a hit songwriter. “13 years ago I was just a young girl, 15 years old, playing my little country songs. I didn’t know how I was going to be involved in music,” she said. “To be here today celebrating my first No. 1 is absolutely insane.

“I can’t say much more or I will start crying, but let me just say how proud I am of this guy. Everyone who knows Niko knows how hard he works.”

Niko closed the celebration with some history of “Good Time,” which he recorded at home. “This record was made in our old laundry room at our house. The entire Good Time album was made at home,” he said. “You know when your grandmama would cook you some food? It tastes different because there’s love in it. Because it’s homemade. I feel that way about music.

“Thank y’all for believing in this homemade project that we made,” Moon said, before thanking each of his team members. “I’m so happy y’all.”