The 2019 Grammys May Have Been Kacey Musgraves’ “Moment”
A “moment” is something that used to happen more often in music, when an artist would take the stage in front of a national audience, or have a big showing at an awards show, and completely stun audiences across traditional divides of taste and culture, capturing the zeitgeist in a way that permeated the populace coast to coast. From Whitney Houston performances of the National Anthem, to maybe R.E.M. performing on SNL, these are moments we look back on years later as guideposts to the influences of popular culture.
These days major musical moments are much more rare. Culture is just too fractured, and there’s too many mediums of entertainment to easily facilitate one artist having a “moment.” But they still do happen upon occasion. The last one we saw in country music involved Chris Stapleton and the 2016 CMA Awards, which Stapleton is still coasting on the momentum from. It wasn’t just his performance with Justin Timberlake, it was Stapleton’s improbable wins for New Artist of the Year, Male Vocalist of the Year, and Album of the Year that set the world on fire in ways that are still reverberating today.
The same improbable feat is what Kacey Musgraves enjoyed at the 2019 Grammy Awards, walking away with Best Country Solo Performance, Best Country Song, Best Country Album, and most importantly, the all-genre Album of the Year. And now just like Stapleton, she may be heading into a period of positive momentum that may be measured not in months, but in years.
In the aftermath of her Grammy wins, Kacey Musgraves’ Golden Hour has shot to #1 on the Billboard Country Albums chart. It also rockets to #9 on the all-genre Billboard 200 chart. In the week after the Grammy Awards, Golden Hour spiked 35,000 in new album units, including 20,000 in pure album sales. This was a sales surge of 735 percent, and a 542 percent jump in album streaming equivalents. With the new school way of measuring chart performance, this may be a little hard to understand. But to put it into perspective, Golden Hour is the first record in the 2000’s to ever re-enter the Top 10 of the Billboard 200 after a Grammy win. For a record that was released nearly a year ago, this is pretty unprecedented.
But the sales surge doesn’t stop there. Similar to how Chris Stapleton’s sales momentum has extended to other projects, so has Kacey’s. Her other records jumped in sales of 3,000 on the previous week, to 22,000 this week—a spike of 639 percent. Her song streams went from 7.1 million, to 23.9 million, or a rise of 234 percent. Her album equivalents for titles other than Golden Hour jumped from 8,000 on the previous week, to 40,000 this week, which was a gain of 414 percent. Kacey’s digital song sales also jumped from 3,000 to 28,000, or 926 percent.
People are talking about Kacey Musgraves as well. Since the Grammy Awards, she has been mentioned on Twitter 376,000 times. The Wikipedia page of Kacey Musgraves has also received some 157,000 visits.
One thing that could help Kacey keep this momentum rolling as the memory of the 2019 Grammy Awards fades into the offing is radio play, and Kacey is improbably enjoying this as well. In the aftermath of the 2019 Grammy Awards, Musgraves released the song “Rainbow” as a proper radio single—her first from Golden Hour—and it was accompanied by a new video, as well as a promotional push from her label. This has resulted in “Rainbow” being the 2nd most added song on country radio last week according to Nielsen, and it hits #40 on the new radio charts, making it Kacey’s best-charting radio single in half a decade.
The other country artist who might have enjoyed a “moment” on the 2018 Grammy Awards is Brandi Carlile. Even though all three of her Grammy wins in the Americana categories happened off camera, her incredible performance of her Grammy-winning song “The Joke” was responsible for its own surge. Categorized as rock for some reason, “The Joke” sold 20,000 new downloads for a spike of 2,865 percent, and the streams increased 1.7 million, good enough to put her at #1 on Billboard’s Digital Rock Song Sales chart, and #4 on the Hot Rock Songs Sales chart. This makes “The Joke” a bona fide hit, and the first of Carlile’s career. Her album By The Way, I Forgive You also jumped some 20,000 equivalent units, which was good enough to come in at #2 on the Billboard Rock Albums chart.
We’ll have to re-evaluate months from now whether this momentum holds for Kacey Musgraves, or Brandi Carlile. But at the moment it appears we very well might be looking back at the 2019 Grammy Awards as the “moment” Kacey Musgraves and Brandi Carlile arrived.
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Statistics compiled from Billboard.
CeeCeeBee
February 22, 2019 @ 9:25 am
I hope you are right. My question is, will this “moment” actually translate into radio success. Moving units is important, but sales can’t be maintained without mainstream exposure.
I know most here have no use for “mainstream” success, but if country music is really going to be “saved” then we need some of these good artists to break through to the masses.
I guess I am just so jaded that I fear this “moment” will be just that…only a brief moment.
albert
February 22, 2019 @ 9:50 am
”I know most here have no use for “mainstream” success, but if country music is really going to be “saved” then we need some of these good artists to break through to the masses.”
I’m all in when it comes to success for KM . Nobody could be in more .
BUT this is NOT a country record and THAT is the somewhat down side of this success .
I know she grew up country , she ‘s recorded with the greats etc…but THIS record is not particularly a win for COUNTRY music in the ay that a Cody Johnson record might be .
Also , as an aside , I have never seen KM ‘live’ where she hasn’t struggled vocally and looked like a deer in the headlights . She is just NOT comfortable live and delivers NO energy . Her movements are stilted and seem coached , even . I would think that naming her in an entertainer of the year ccategory would be a huge injustice to the folks who ARE comfortable in that live setting and CAN deliver vocally ( Underwood, Maren Morris , Miranda ) .
Again ..Golden Hour is my favourite release of the year . KM live is another issue , to my ear . IAnd for this record to be the one chosen to ‘ represent ‘ COUNTRY is a misnomer , IMO , but still better than an FGL or Urban album winning that honour .
CeeCeeBee
February 22, 2019 @ 10:13 am
Your point is well taken. For me though, I don’t like to get too far down in the weeds as to what is country. True, this album isn’t country in a traditional sense, but no question she is a country artist.
For me, the “poppy” sound of today’s popular country music isn’t the problem, it’s that most of it is crap to begin with. Great female country artists (Dolly Parton, Dottie West, Barbara Mandrell, Crystal Gayle) were very often criticized for being “not country enough” back in their day, and yet today we look back on them with longing.
GH is the best album nominated and should win. Were there better REAL country albums out there? Yeah. But like KM, they couldn’t get any radio exposure.
I’m just glad to have some GOOD music breaking through.
Mike Butler
February 22, 2019 @ 12:16 pm
albert,
I’m gonna prolly open a can of worms here. I hear you on Kacey not being a high-energy live act. I’ve noticed it too, esp on televised performances. Another great storyteller with (nearly) no stage presence? Evan Felker. Granted, he has the advantage of a high-energy band backing him, but it opens us to the question of what we want from our musicians, songwriters in particular. Showmanship? Or quality music? We could get into all kinds of comparisions that may or may not be applicable (would you rather go see George Strait or Garth Brooks?) but at the heart of it is that mainstream country music suffers from a dearth of quality music and good storytelling. Kacey, Evan, Jamie Lin Wilson, Cleto Cordero and others all provide us with masterful storytelling, if not the showmanship of other acts, but at the heart of their allure is the emotions they allow us to feel in the music. I think that is what will keep people coming back, and dare I say, Save Country Music. I’d love to hear your thoughts.
albert
February 22, 2019 @ 3:40 pm
i’m not too sure what you’re asking mike . I’m in complete agreement with you about kacey . I don’t really care that she might struggle as a live performer …..many do . I’m only saying that her getting an ‘ entertertainer of the year ‘ nod would be doing an injustice to folks who DO turn in engaging live performance . Brad Paisley , Garth, Carrie , Urban , ….those acts are ENTERTAINING in live performance and deserve nods for that fact . kacey isn’t …..but yeah
give me the great songs , the substance , the great records , the great SOUNDING records any day over the showmanship. It will certainly keep me coming back .
Derek Sullivan
February 23, 2019 @ 2:30 pm
I saw Kacey on her last tour and I had a really good time. She engages the audience. She’s funny and she’s starting to pile up good songs. I feel we need to wait until she has her own arena tour to judge. I think Kacey can be a great live performer. I mean not every act needs to run around and jump up and down to put on a great show.
Also, her performance of Rainbow on the Grammys was mesmerizing. And she’s had some good performances on country award shows. She’s got the goods.
Whiskey_Pete
February 22, 2019 @ 3:53 pm
This isn’t saving country music.
Fuck, am I the last of Mohicans on here?
JB-Chicago
February 22, 2019 @ 4:26 pm
No Pete you’re not the last. I love the album but I said when it came out it’s not Country music and it or her winning anything in the Country category does more over all harm than good. But hey it’s still way better than _______________ fill in the blank with anyone we really can’t stand on here winning. Now if you’ll excuse I have to mosey on over to the bar up the street and see Whitey tonight!!
Trigger
February 22, 2019 @ 6:10 pm
Nobody said that Kacey Musgraves is saving country music. I gave her record a 6.5 out of 10 when it was first released, and said it wasn’t very country myself. That said, I’m a hell of a lot happier Kacey Musgraves is winning everything as opposed to Keith Urban or Florida Georgia Line. I’d rather a mild pop country album win the Grammy’s Album of the Year than Cardi B. Why? Because rooting for something better is better than the worst winning, which is what we’ve gotten used to seeing over the years.
JB-Chicago
February 23, 2019 @ 12:53 am
Absolutely!! I’m totally on board with that Trig and agree I’m happier too but I also understand what Pete means.
I went to see Cody Johnson and Justin Moore in a 3000 seat theater last night and I was bored out of mind watching both….(yes Johnson too!). Johnson spent half his set yacking and was preaching some Jesus bullshit + a shit drum solo (WTF?!) and Moore actually stopped a new song to start it again because the band fucked it up!!
I left early and I kept thinkin…….I can’t wait til tonight to see Whitey and tonight (I just got home) for the 4th time that I’ve seen him in the last 2 years he blew me and everyone in attendance away. About 900 in great COUNTRY atmosphere. An atmosphere that I know Kacey won’t have when she plays the Chicago Theater next month. I’m not saying Kacey’s will be bad at all I’m sure she’ll be fine , but we’re on that slippery slope of non Country Kacey is better than__________ and I agree but it’s not as good as many we talk about everyday on here that get no fuckin awards or recognition that’s all me and Pete are saying. I know you never said she’s saving Country music.
NateEsq
February 23, 2019 @ 11:24 am
As a relative newcomer to country music, I think artists like KM are good for the genre. I’ve heard KM played on alt rock radio stations, and that sort of wide appeal is what draws new fans. I myself heard Stapleton on Howard Stern a year or two ago, liked his sound, found this website when searching out other artists to explore, and here I am. I never listened to any country music in my life prior to checking out Stapleton. Started there, now listen to a lot of the artists reviewed on this website, and I primarily listen to country both old and new. Artists that aren’t “real” country but still maintain some connection to it, are what draws news fans… at least, that’s how I ended up here.
dakmart
February 22, 2019 @ 4:41 pm
I went to KM’s Portland concert this week, and she was anything but a deer in the headlights. She was confident and funny, the band was hot and her vocals were strong. It certainly didn’t hurt that the audience loved her from the first chords of “Slow Burn,” but she more than repaid their trust in her.
I admit that I wouldn’t want to see Musgraves in anything much bigger than a theater, but in a more intimate setting, she delivers a strong show.
Black Boots
February 24, 2019 @ 4:39 pm
Your ears are broken, dude. Her pitch is usually always super on point. I’ll never know what the hell you’re talking about with that.
Pierre Brunelle
February 22, 2019 @ 9:31 am
Great article. I hope so too. She is a talented artist.
Interestingly enough she can win the Grammys but she was no where to be found on country radio! Are we implying that Cole Swindell et al. are better country acts than Kacey Musgrave? LOL (of course not!)…
Luke Malone
February 22, 2019 @ 10:20 am
I saw her in Montreal and while her vocals were not always studio quality, they were strong. ‘Rainbow’ in particular was flawless. She also seemed totally comfortable up there, chatting and engaging the crowd, and her movements didn’t seem stilted at all. Maybe there’s just a few more nerves when the stakes are higher, i.e. at the Grammys.
albert
February 22, 2019 @ 10:50 am
maybe she was ‘ one toke over ( or under ) the line ‘……lol
Rob
February 22, 2019 @ 10:25 am
I doubt the momentum holds. She has far less talent and quality than Stapleton. The Timberlake performance got his name out there, and then his music carried it. I don’t think that’ll happen with Musgraves. But hey I’ve been wrong before.
Sam Cody
February 22, 2019 @ 11:17 am
Plus, she has at least 3 songs that aren’t about whiskey. Definitely ain’t no Stapleton…
Rob
February 22, 2019 @ 1:06 pm
Lol only 2 songs on all 3 of his solo albums with whiskey in the title. Whiskey has been a common theme in country music for decades. Sure it can be tiring at times, but a lot of time it’s done right. Tyler Childers mentions cocaine in 3 songs on “Purgatory.” Guess we can’t root for him anymore right? I just feel that’s an unfair criticism to be shot Stapleton’s way is my point. If you just don’t like the guy I can’t argue with that. Hell I can’t get behind Mike no the Moonpies while a lot of people on here can. We all have different tastes.
Sinner
February 23, 2019 @ 6:33 am
I took Sam’s comment to be a sarcastic response—pointing out an obvious, trivial difference—to a laughable statement that KM has far less talent and quality. Yes, Grammys 2019 was KM’s moment to the general audience, but she’s been getting these awards since the beginning of her career, and she’s been an undergo songwriter in Nashville even before that (“Mama’s Broken Heart,” anyone?), just like, you know, CS.
I don’t know if KM has more talent and quality. But hey, we have to great artists here, and lets celebrate that.
Adam
February 24, 2019 @ 10:31 am
As a KM fan, I agree about the momentum part of your statement. Obviously we can agree to disagree on the talent comparison. The album is fantastic, but I’m not sure there’s a place for this kind of music anymore to find a big audience. Its very nuanced but kind of sedate to the ear of most casual fans of modern music. There are plenty of glowing articles on how Rainbow got picked up by a ton of radio stations, but that is to be expected after the massive Grammy win. The next few weeks will tell the real story of whether or not it’ll find legs on radio and if the album as a whole will find legs on the Billboard 200 and not just drop right back off again.
Kent
February 22, 2019 @ 11:58 am
She played at a very small place in Sweden, last summer, that can hold only 450 people. And I think she’s connecting well with the audience. Here is “Rainbow” : https://www.youtube.com/watch?v=kXIID2jQ9ko and “Follow Your Arrow” : https://www.youtube.com/watch?v=aruXjFfpWxE
Kaleb
February 22, 2019 @ 12:00 pm
I get where you’re coming from, but she has attracted an insane amount of support among the LGBT community. I think this cult following combined with recent success COULD be enough to propel her into stardom in a sort of slow, Lana Del Rey like way.
Kaleb
February 22, 2019 @ 12:01 pm
Oops. This was supposed to be a reply to those saying the moment won’t hold.
Amy Chen
February 22, 2019 @ 12:06 pm
I’m curious to see what she does next considering she’s lost whatever Country radio support she had and her biggest album is a pop album (STDP sold more but GH made her a bigger name with a much wider audience).
She now has a solid pop (and let’s just be honest – gay) fanbase so I’d be surprised if her next album is more ~traditional country.
It’s also just as likely that she takes a break now that she’s more established and seems to be in a good place in her personal life.
scarlettide
February 22, 2019 @ 1:44 pm
I think it will hold. She has had great success without radio. Seems to be doing better with each cd she has released. I think Kacey can have beautiful voice live like here: https://www.youtube.com/watch?v=nSTbPSNpyUk .. She may not be consistent like other singers but she is not the worst. I don’t mean only in country genre either. Her appeal for me is her songwriting. She can write so well like in Mother (short but beautiful song), Space Cowboy, Lonely Weekend and Happy and Sad for some examples from recent cd. I really enjoyed Golden Hour. Its very good pop country album. Kacey has niche for herself. I think she will do well in long run. In my opinion she has staying power.
albert
February 22, 2019 @ 3:59 pm
this is a very pitchy performance ….consistent with most of her live stuff . In the studio we’d tune this in a heartbeat so that it was not exaggerated as such alongside the accompaniment .
but again , that ‘little girl’ character to her vocals is endearing singing THOSE songs and those lyrics . like mindy smith’s innocence and sincerity in her great ( and overlooked ) writing and songs , vocal character is a huge part of the individuality and uniqueness of your ‘brand ‘ .
I LOVE listening to a kacey record …in part because of the aforementioned . and the arrangements and production of her records take into account the nature of her vocals……the music never overwhelms or competes with her voice for the attention . it is totally ,brilliantly and necessarily, supportive . these are very carefully constructed productions which take HER voice into account at every turn . she’s a songwriter first ……and has managed to parlay that into a performing career …..which is great for her AND for quality music regardless of genre..
Kross
February 22, 2019 @ 1:45 pm
I think the opposite. this is her peak. I think she’s the new Nora Jones. I still like Nora Jones, but whatever brand of music you want to call her, it’s past it’s commercial prime so by default, so is she.
albert
February 23, 2019 @ 12:16 pm
I might agree , Kross , but only because this record is so good it would be difficult to top . HOWEVER , she only needs a couple of killer radio-friendly songs on the next one ….not an album’s worth ….to keep her in the mix , so to speak.
glendel
February 22, 2019 @ 2:53 pm
Pop country radio stations in this area are so focused on marketing the pop country amphitheater and stadium shows of Luke Bryan and his ilk, that when they first promote a non-Luke like artist, they put him or her in a much smaller venue. I’m glad that as a result I’ve been able to see Musgraves and Stapleton (separately), alongside well less than 1000 fellow patrons. It’s like there are two parallel tracks to “fame and fortune.”
Camie Jo
February 22, 2019 @ 2:57 pm
I don’t think this is the peak, not by a long shot. She’s been at this for 10 years. Consistency for the big WIN. Still haven’t heard one single song on the radio, that gives me a big pinch. She has new fan base now and they’re going to stick around to see what comes next.
Whiskey_Pete
February 22, 2019 @ 3:43 pm
Wooow, this is great for pop music. So thrilled. Breaking boundaries. LGBTQRSTUV all the way. Rainbows. Who needs pedal steel when you’ve got glittered, bedazzled clothing. Love wins.
Dom
February 23, 2019 @ 1:51 am
I believe Kacey uses pedal steel on Golden Hour and on her previous records. Your comment is quite frankly ignorant, a country artist who accepted the gay community and is loved by her back is an amazing thing for the genre. Dolly Parton is exactly the same.
Sinner
February 23, 2019 @ 8:57 am
Take your nuanced and careful analysis elsewhere, Dom. In fact, while you’re at it, take your facts with you too. This ain’t about good music, or critical evaluations of it. This is *cough, cough* rejecting identity politics once and for all for us country boys!
Trigger
February 23, 2019 @ 9:12 am
Dom’s comment as well as everyone else’s, including yours, is welcomed and valued here. Kacey Musgraves made a concerted effort on her record to not make things politically polarizing despite the characterizations of the media, and folks should respect her work by not doing the same.
Whiskey_Pete
February 27, 2019 @ 3:19 pm
It’s pandering.
King Honky Of Crackershire
February 22, 2019 @ 3:57 pm
I hope it wasn’t her moment. I’ll be bummed if she breaks out. The mainstream has enough mediocrity as it is, and calling her mediocre is a compliment.
Willie Potter
February 22, 2019 @ 4:25 pm
Her album is terrible.
She’s not a singer even remotely.
Marmarbama
February 22, 2019 @ 4:55 pm
Her album is soothing. Her voice is pleasant. The lyrics are satisfactory. That all adds up to mediocre. But… I’d still listen to it 5 times in a row before I’d want to listen to “Girl.”
King Honky Of Crackershire
February 22, 2019 @ 5:12 pm
I find the unremarkable nature of her voice to be annoying, as opposed to tolerable.
SameOld
February 22, 2019 @ 9:35 pm
Her lyrics are far from mediocre. She’s not singing about the tired country tropes of whiskey, highways, blue collar jobs and a broken heart so it might be too hard for you guys to relate.
Jack Williams
February 23, 2019 @ 5:59 am
Very creative putdown.
Sinner
February 23, 2019 @ 6:38 am
Some criticisms of KM here are, indeed, so detached from reality that it makes one wonder whether some people have understanding issues. This is perhaps not the nicest thing to say, but hey, I also didn’t call out any mysogyny, so go easy on me, guys.
Jack Williams
February 23, 2019 @ 10:51 am
but hey, I also didn’t call out any mysogyny, so go easy on me, guys.
Uh huh. And the word is misogyny. Always a good idea to make sure you got the big words spelled correctly when you’re trying to be clever.
scarlettide
February 23, 2019 @ 9:21 am
I enjoy like Kacey music. She is talented. Her lyrics and subjects can be cliché like Rainbow, Butterflies, Cup Of Tea, Biscuits, High Horse ect. She does song about country and pop clichés such as Space Cowboy, Blown Smoke, Pageant Material, Somebody To Love, Rainbow, High Horse, Dime Store Cowgirl, Slow Burn ect. A lot of her music centers around clichés. I mention pop because some of her songs are pop on Golden Hour. She uses LGBTQ community sell her music to. That’s why she sings about “acceptance” trope. I thought a lot of mainstream country singers don’t sing about blue collar jobs. Nothing wrong about singing songs for middle class working people relate to. Kacey would alienate much of her pop fan base so it makes sense she would not sing about blue collar workers.
SameOld
February 23, 2019 @ 11:33 am
It’s almost like you believe all the nonsense you just typed.
Just to point out one fallacy you can’t use the LGBTQ community. You either appeal or you don’t. Dolly is a massive gay icon show me where she panders to the community either than showing acceptance like most people with a soul.
scarlettide
February 23, 2019 @ 1:46 pm
Yes you can use the LGBTQ community. Come one now. Acting as if you cant is ridiculous. It happens all the time especially with pop singers. I forgot I’m talking about pretty liberal white women using LGBTQ community. Forgot you cant say anything about liberal women for being anything other than angels. How dare I!
Sinner
February 23, 2019 @ 4:26 pm
Thank you for the rollercoaster ride of a word salad.
CeeCeeBee
February 23, 2019 @ 5:14 pm
Who exactly are these “l pretty iberal white women”of which you speak? Kacey? Dolly? Us?
Bless your heart.
SameOld
February 25, 2019 @ 8:23 am
I think we just discovered your issue with Kacey. A woman and a liberal one at that.
scarlettide
February 25, 2019 @ 8:37 pm
Believe what you want. What annoys me is when people act as if straight liberal women cant use LGBTQ community even though they do it all time in music.
CeeCeeBee
February 23, 2019 @ 1:12 pm
Know what else is cliche? Assuming country fans need lyrics about “blue collar workers” or pop fans can’t like lyrics about the “working middle class” or only LBGT fans can appreciate songs about “acceptance.”
scarlettide
February 23, 2019 @ 1:38 pm
Yes I did. And?
wayne
February 23, 2019 @ 12:40 pm
So with Muskgraves album not being country but still better than the alternatives, then to me it is the cream of the crap. The better crap, but still smells like crap.
Thus the product of lowered expectations.
Fuzzy TwoShirts
February 23, 2019 @ 1:54 pm
she still isn’t good
Yolanda
February 24, 2019 @ 7:16 am
I’ve never been a fan of country music in the past. However, I do like the music of KM. Her voice and music are easy listening. I wish her continued success.