In a landmark move that signals the evolving landscape of popular music, the MTV Video Music Awards (VMAs) have announced the addition of a Best Country category for the first time in the show’s 41-year history. The nominees for this inaugural award were revealed on August 5, highlighting a roster of contemporary country stars whose work has transcended traditional boundaries and captured global attention. This development comes as country music experiences unprecedented crossover success, with artists like Morgan Wallen and Jelly Roll dominating charts and streaming platforms traditionally reserved for pop and hip-hop heavyweights.

The VMAs, which first aired in 1984, have long been a celebration of visual innovation in music videos, honoring genres such as pop, rock, hip-hop, and R&B. However, country music has been notably absent from dedicated recognition, despite occasional performances and nominations in broader categories. Past highlights include Taylor Swift’s early wins before her pivot to pop, and rare appearances by legends like Johnny Cash or modern acts like Keith Urban. Critics and fans alike have argued that the genre’s rich storytelling and video production deserved its own spotlight, especially as country videos have evolved into cinematic masterpieces blending narrative depth with high-production values.

This year’s ceremony, set to take place on September 7 at New York’s UBS Arena, will air live on CBS at 8 PM ET, with simulcasts on MTV and streaming available on Paramount+. The event promises a star-studded lineup, though a host has yet to be announced. Voting for most categories, including Best Country, is open to fans via the MTV website and closes on September 5 at 6 PM ET, emphasizing the show’s interactive, fan-driven nature.

The Nominees: A Snapshot of Country’s Diverse Landscape

The Best Country category features six nominees, each representing a unique facet of the genre’s current renaissance. Leading the pack is Chris Stapleton with “Think I’m in Love with You,” a soulful ballad from his acclaimed album Higher. Stapleton, known for his gravelly voice and blues-infused country, has been a critical darling since his breakthrough in 2015. The video, directed by acclaimed filmmaker Justin Clough, captures intimate moments of romance against rustic backdrops, emphasizing vulnerability in a genre often stereotyped for bravado.

Next is Cody Johnson teamed with Carrie Underwood for “I’m Gonna Love You.” Johnson, a Texas rodeo veteran turned country star, brings authenticity to his performances, while Underwood’s powerhouse vocals add a layer of pop-country gloss. The collaboration’s video, shot in dramatic Western landscapes, tells a story of enduring love amid life’s storms, resonating with fans who appreciate heartfelt narratives. This marks a significant nomination for both, as Underwood, a former American Idol winner, has long bridged country and mainstream audiences.

Jelly Roll, one of the most buzzed-about artists in recent years, earns a nod for “Liar.” Born Jason DeFord, Jelly Roll’s journey from rapper to country sensation includes overcoming personal struggles with addiction and incarceration. His raw, confessional style in “Liar” – a track about deception and self-reflection – is visualized in a gritty video that blends urban and rural aesthetics, symbolizing his genre-blending appeal. Jelly Roll leads country nominees overall with four nods, including Best Hip-Hop for “Somebody Save Me” featuring Eminem and Best Alternative for “Lonely Road” with MGK.

Lainey Wilson brings “4x4xU,” a high-energy anthem from her album Bell Bottom Country, to the table. Wilson, who rose to fame with hits like “Things a Man Oughta Know,” embodies the modern cowgirl spirit. The video, filled with off-road adventures and empowering visuals, celebrates independence and fun, aligning with her role as a trailblazer for women in country. This is her first VMA nomination, a milestone for an artist who’s won multiple CMA and ACM awards.

Megan Moroney’s “Am I Okay?” represents the fresh wave of female voices in country. The Georgia native’s emotive delivery and relatable lyrics about heartbreak have garnered millions of streams. The video’s minimalist approach, focusing on Moroney’s expressive performance in everyday settings, highlights vulnerability and has struck a chord with younger audiences discovering country through TikTok and social media.

Rounding out the list is Morgan Wallen with “Smile.” Despite controversies surrounding his personal life, Wallen remains a commercial juggernaut, with albums like One Thing at a Time shattering records. “Smile” is a feel-good track with an uplifting video showcasing community and joy in small-town America. Wallen secures three nominations total, including Artist of the Year – making him the only full-time country artist in that prestigious category – and Best Album for I’m the Problem.

Country’s Broader Presence at the VMAs

Beyond the dedicated category, country artists are making waves across the board, underscoring the genre’s infiltration into mainstream culture. Morgan Wallen’s Artist of the Year nod pits him against icons like Beyoncé, Kendrick Lamar, and Taylor Swift, a testament to his chart-dominating prowess. Ella Langley, a rising star, is up for Best New Artist, competing with talents like Gigi Perez and The Marías. Her nomination reflects the influx of new blood revitalizing country with fresh sounds.

In Best Collaboration, two country-leaning entries stand out: Bailey Zimmerman and Luke Combs’ “Backup Plan (Stagecoach Official Music Video),” captured live at the iconic festival, and Post Malone featuring Blake Shelton on “Pour Me a Drink.” Post Malone’s shift toward country, amplified by his album F-1 Trillion, has been a major talking point, blending hip-hop roots with Nashville flair.

The MTV Push Performance of the Year category features viral sensations Shaboozey with “A Bar Song (Tipsy)” and Dasha with “Bye Bye Bye.” Shaboozey’s track, a remix of J-Kwon’s “Tipsy,” has become a crossover hit, blending country and rap in a way that echoes Lil Nas X’s “Old Town Road.” These nominations highlight how social media platforms like TikTok are propelling country into new demographics.

Jelly Roll’s multi-genre nominations further illustrate country’s fluidity. His collaboration with Eminem on “Somebody Save Me” for Video for Good addresses mental health and addiction, themes central to his artistry, while “Lonely Road” with MGK explores alternative rock influences.

Historical Context: Why Now for Country at the VMAs?

The introduction of Best Country arrives at a pivotal moment for the genre. Country music has seen explosive growth in recent years, driven by streaming services and crossover appeals. According to Billboard data, country consumption rose 20% in 2024, with artists like Wallen and Zach Bryan leading the charge. The genre’s visibility has been boosted by high-profile controversies, such as Beyoncé’s Cowboy Carter album, which sparked debates about inclusivity in country and led to her Grammy wins in country categories, prompting the Recording Academy to add new country awards for 2026.

MTV’s decision may also respond to criticism that the VMAs have historically marginalized country, focusing instead on urban and pop acts. In the 1980s and 1990s, the show championed videos from Michael Jackson, Madonna, and Nirvana, while country was confined to networks like CMT. However, as boundaries blur – think Taylor Swift’s evolution or Post Malone’s country pivot – the VMAs are adapting to reflect a more inclusive music ecosystem.

Industry experts view this as a strategic move. “Country is no longer niche; it’s mainstream,” says music analyst Sarah Jones of Variety. “With younger audiences discovering artists via viral videos, MTV is smart to embrace it.” Fan reactions on social media have been overwhelmingly positive, with hashtags like #CountryAtVMAs trending. Artists like Lainey Wilson expressed gratitude on Instagram: “This means the world – country’s time to shine!”

Yet, some skeptics question the authenticity. The nominee list avoids more controversial or pop-leaning country acts like Beyoncé or Kane Brown, opting for traditionalists like Stapleton and Johnson. This could be seen as MTV playing it safe, appealing to core country fans while dipping into the genre.

The Rise of Country: From Nashville to Global Stages

To understand this milestone, one must trace country’s journey. Originating in the American South with roots in folk, blues, and gospel, country evolved through icons like Hank Williams and Dolly Parton. The 1990s boom with Garth Brooks and Shania Twain brought arena-sized spectacles, but the genre faced stagnation in the 2000s amid bro-country dominance.

The 2010s revival came via female powerhouses like Kacey Musgraves and Maren Morris, who infused pop and progressive elements. Then, the pandemic accelerated streaming, allowing artists like Bryan and Wallen to build massive followings without radio play. Today, country accounts for 15% of U.S. music consumption, per Nielsen, rivaling hip-hop.

Crossover success is key. Lil Nas X’s “Old Town Road” in 2019 forced Billboard to rethink genre classifications. More recently, Beyoncé’s foray challenged gatekeeping, while Post Malone’s collaborations with Shelton and Wallen have topped charts. These moments have pressured awards shows to evolve, as seen with the Grammys’ expansions.

For the VMAs, known for provocative performances – remember Madonna’s 1984 “Like a Virgin” or Britney Spears’ 2001 snake dance – incorporating country could lead to innovative stages. Imagine Jelly Roll’s raw energy or Wilson’s bell-bottom flair alongside pop spectacles.

Reactions and Implications for the Industry

The announcement has elicited excitement across the board. Chris Stapleton, in a statement, called it “an honor to be recognized where music videos started.” Cody Johnson echoed, “Country’s stories deserve this platform.” Fans on X (formerly Twitter) are mobilizing votes, with Wallen’s loyal base potentially tipping scales.

Critics praise the diversity: three women (Underwood, Wilson, Moroney) and genre-blenders like Jelly Roll. However, some lament absences, like Zach Bryan or Luke Combs solo nods. The category’s fan-voted nature could democratize recognition, unlike peer-voted awards.

Broader implications? This could boost country’s visibility among Gen Z, who consume music via shorts and reels. MTV’s younger demo might introduce artists to new fans, fostering collaborations. It also signals inclusivity, potentially encouraging other genres like K-pop or Afrobeats for future categories.

As the September 7 show approaches, anticipation builds. Will a country artist perform? Could there be a tribute to legends? One thing’s certain: the VMAs’ embrace of country marks a new chapter, where twang meets moon man trophies.

In conclusion, the first Best Country award at the VMAs isn’t just a category addition – it’s a cultural shift acknowledging country’s enduring appeal and modern relevance. As nominees prepare and fans vote, this historic moment promises to redefine music awards for years to come.