Beyoncé’s latest album, “Cowboy Carter,” hasn’t just taken the internet by storm. Its impact has rippled across other sectors, from culture to business and beyond.
On one hand, the “Ya Ya” singer shined a spotlight on Black country artists – past and present – and started an ongoing conversation about country music, Black artists and genres.
It “illuminates the real complexity of history, dress, style, line dancing, aesthetics… in a way that people can connect to it and align it with true history (of country music)”. said Richard Cooper, coordinator of African and African American studies at Widener University.
Cooper says this huge impact is apparent throughout Beyoncé’s career and is repeated in the latest project, which extends well beyond music.
“She’s doing work that goes beyond just being considered in the realm of culture or pop culture, or music culture, or intellectual culture,” Cooper said. “It’s a phenomenon.”
Recent research and studies reflect this notion. Here’s a look at some of the industries Beyoncé’s latest album has already impacted, according to the numbers.
Cowboy Basic Fashion
Ahead of the album’s release, Boohoo experts noted a huge surge in interest in elements directly associated with southern and country music culture – dubbed “cowboy core” – directly linked to Beyoncé’s first two singles, “16 Carriages” and “Texas Hold ‘Em”, and the announcement of its full revival, “Act II”.
According to e-commerce accelerator Pattern, this demand only continued after the release of “Cowboy Carter” on March 29. Data science team analyzed tens of thousands of Amazon consumer data in 2024 to quantify the impact of Beyoncé’s new album on fashion, focusing on the weeks following the Super Bowl and Grammy Awards , where Beyoncé wore a white cowboy hat.
“The Cowboy core isn’t entirely new to Gen Z, fashion enthusiasts or Beyhive fans, but with the release of ‘Cowboy Carter’ (in March), Beyoncé is making her mark on the rising trend,” says Hamilton Noel, data scientist at Pattern.
The research shows the following increase in demand for the respective fashion trends compared to previous weeks:
- 86% increase for black cowboy hats.
- 72% increase for red cowboy hats.
- 70% markup for white cowboy hats.
- 48% increase for denim skirts.
- 39% increase for cowboy boots.
- 38% increase for bolo ties.
- 33% increase for cowboy belts.
- 30% increase on cowboy boots.
Levi’s Jeans
Specifically, Beyoncé’s new single, “Levi’s Jeans,” is drawing fans to stores in droves. According to the fashion brand, there was a 19.87% increase in visits to Levi’s physical stores compared to previous years.
And the company says this is directly linked to Beyoncé’s song with Post Malone on the album. The increase in traffic also caused Levi’s stock price to rise.
“This isn’t just an increase in foot traffic; it’s a cultural movement, highlighting the symbiotic relationship between celebrity influence and retail dynamism,” notes James Ewen, vice president of marketing at pass_by.
“This rise to prominence is not only a testament to Beyoncé’s star power, but highlights a nuanced layer of consumer behavior – where the intersection of music, fashion and iconic personalities can bring products to life. traditional retail formats, creating moments of connection that transcend the convenience of online shopping.”
Celebrity Follows
Beyoncé made sure to collaborate with some black country artists, including Brittney Spencer, Tanner Adell, Tiera Kennedy, Reyna Roberts, Willie Jones and Shaboozey. And in doing so, she shined a spotlight on their careers. In Kennedy’s words, she “puts us all on a platform that, you know, we can only dream of.”
Many artists have seen a huge increase in followers and streams since the release of “Cowboy Carter.” Roberts says she added more than 400,000 fans on social media in just three weeks after Beyoncé released her first two singles “16 Carriages” and “Texas Hold ‘Em,” even before her song with the singer and the three other women.
Additionally, Beyoncé has featured country music legends and industry titans, such as Dolly Parton, Linda Martell, Willie Nelson, Miley Cyrus, and Post Malone. And according to research, it even had an impact on their already established audience on social media.
According to an analysis by kingcasinobonus.com, which uses data from Social Blade, Parton saw an increase of 36,037 followers on Instagram, Cyrus saw an increase of 26,486 on Instagram, followers on Instagram and Malone increased by 48 599. These figures are linked to the release of the album “Cowboy Carter”, which featured these artists.
“She’s unlike anything I’ve ever seen, in terms of her ability to capture, to enhance, to illuminate to provide insight into anything she does,” Cooper says.
Follow Caché McClay, USA TODAY Network’s Beyoncé Knowles-Carter reporter, on Instagram, Tic Tac And X as @cachemcclay.