Why the Grand Ole Opry, a Country Staple for a Century, Is Broadening Into New Genres

Scott Stapp acknowledges that the 99-year-old Grand Ole Opry, whose storied membership includes Johnny Cash, George Strait and Tanya Tucker, is not the natural setting for “outliers like me.” But as the singer known for bombastic hard-rock Creed hits like “One Last Breath” and “Higher” prepares for his Opry debut Wednesday night (Oct. 23), he suggests he may be more country than people expect. “When I was young and poor, my grandparents were huge fans of country music and bluegrass. They would watch The Opry on TV in Florida. I can remember laying down on the floor with my hands under my chin with my grandparents behind me,” Stapp tells Billboard. “That’s why it’s a tremendous honor, and I want to do my best to bring my A-game.”

In the past six years, the Opry, which began in 1925 with Uncle Jimmy Thompson playing his fiddle at Nashville radio station WSM, has been more aggressive about opening its stage to non-traditional country performers. Post Malone, the pop and hip-hop star who this year released a chart-topping country album, performed in August; retired Cardinals pitcher Adam Wainwright, a singer-songwriter who put out an album this year titled Hey Y’All, made his debut in March; jam band Leftover Salmon and Andrew Farriss of INXS are scheduled for dates later this year. In 2018, 53 artists made their Opry debuts; last year, that number increased to 131, plus another 101 so far in 2024. For its 100th anniversary in 2025, the Opry is planning 100 debuts, beginning Jan. 18 with Shaboozey, whose “A Bar Song (Tipsy)” this year became the first song in history to reach the Top 10 of the Country, Pop, Adult Pop and Rhythmic Airplay charts.

“It’s a great thing. It’s important, because it expands what country music is,” says Jared Cotter, Shaboozey’s co-manager, adding that the singer accepted the Opry invitation “in about two seconds.” “It needs to evolve. We’re really excited to be what I think is at the forefront of it.”

Dan Rogers, the show’s senior vp and executive producer, says his artist-relations team has emphasized “artists you might not normally expect to see at the Opry” — whether that’s African-American stars, like Shaboozey, who have historically been largely absent from the Opry stage, or performers who’ve built their music careers outside country, like Stapp. This is part of the broadcast’s tradition, Rogers adds — James Brown and Stevie Wonder, not known for their country inclinations, performed in 1979, as did rocker Peter Frampton in 2013. Similarly, in a throwback to Hee Haw, Jerry Clower, David “Stringbean” Akeman and others, the Opry inducted comedians Gary Mule Deer and Henry Cho as members last year. Until that point, the Opry had not inducted a comedian since 1973.

“It’s no secret we have opened our doors more broadly since the pandemic,” Rogers adds. “We’re always working to be steadfast in our programming philosophy, which is [to] present the past, present and future of country music every time that big red curtain goes up.” The strategy has worked so far — although he declines to provide attendance numbers, Rogers says “visitation” and “demand for Opry performances” has increased yearly since 2020 in terms of increased numbers of the 4,400-capacity shows.

The Opry’s inclusive definition of “country” in recent years reflects pop music in general, according to Brian Mansfield, a Nashville writer, historian and managing editor of radio-industry trade publication Country Insider. “You don’t really think of Post Malone as a country artist, but if you talk to him, he grew up knowing that stuff,” he says, then cites Beyoncé‘s Cowboy Carter album, even though the pop superstar has never performed at the Opry. “She wanted to show how the country music she grew up with in Houston, which has this unique blend of country and R&B and everything in its DNA, was part of what she was.”

Stapp, by contrast, did not set out to make a country song when he and his Nashville songwriting collaborators came up with “If These Walls Could Talk,” even though he spent his childhood watching Hee Haw on TV when it was recorded on the Opry stage throughout the ’80s. “The song was just born and created as-is,” says Stapp, who has lived in Nashville since 2016. “I don’t have any intent to try to change it into some kind of more country-leaning song just because I’m playing it at the Opry.” For his debut, Stapp plans to perform the song for the first time with Dorothy, the hard-rock singer who duets with him on the recording. 

In emphasizing new and unexpected performers, the Opry is being savvy about expanding its audience. “Our research shows that 50% of the audience in the seats love country music, and that’s why they came to the Grand Ole Opry. And the other 50% are in Nashville, and they know they’re supposed to see the Grand Ole Opry,” Rogers says. “Both of those halves will appreciate when someone they wouldn’t expect shows up at the Opry.”

NBCUniversal and a private-equity firm, Atairos Group, invested $296 million for a 30% stake in the Opry’s parent company, Opry Entertainment Group, in 2022. (The group also owns the Ryman Auditorium, which hosts numerous Opry shows, and Blake Shelton‘s Ole Red brand of country bars.) It makes sense that investors are happy to see the lineup expand as widely as possible — in the first half of this year, Creed’s catalog streamed 263 million times, and its 2024 reunion tour is headlining arenas, including Madison Square Garden next month. Of Stapp, Rogers says, “I’ve read two or three times now, people saying to him, ‘This sounds country, were you influenced by country artists?’ So that made sense. And the fact that he is so passionate about songwriting feels really authentic. It turns out, as it often does, he fits really interestingly with the show.”

Another recent unexpected Opry debut was Katharine McPhee, the former American Idol runner-up who is best known as a pop singer, although she starred on 2021’s Netflix series Country Comfort. In her Oct. 12 debut, McPhee performed two songs, “She Used to Be Mine” and Gretchen Wilson‘s “Redneck Woman,” and dueted with fellow performer Riley Green on “Don’t Mind If I Do.” Unlike Stapp, McPhee didn’t grow up watching country music on TV, although she was a fan of Martina McBride, Shania Twain and Faith Hill.

“I didn’t know [Opry attendees] would be so attentive and friendly. They’re just music lovers. They just want to be there and root for whoever’s up on that stage,” McPhee tells Billboard. “I walked out to an audience full of smiling, warm faces, and that was really delightful.”

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