It’s since transcended that novelty and become its own phenomenon. According to the streaming service, as many users between the ages of 19 and 24 are listening to Spotify’s 90s Country playlist as users over the age of 45 - the very demographic that was hearing Brooks & Dunn, Joe Diffie, and David Lee Murphy on terrestrial radio live back in the day.īrittany Schaffer, Head of Artist & Label Partnerships for Spotify in Nashville, says the company noted the trend toward Nineties country around the start of the pandemic, when listeners were seeking comfort in nostalgia.
It’s all part of Spotify’s campaign to satisfy the listening desires of a surprisingly young audience. “I have been singing that song kind of casually over the past few years and was like, ‘Would it be weird for me to try to do a cover?’ I’ve heard a lot of women do it beautiful, but I felt like I could bring a different energy to it,” he says. It’s an interactive experience with kitschy graphics, deep-dive interviews, and a new Spotify Singles session with Parker McCollum and Tenille Arts covering Nineties classics like Strait’s “Carrying Your Love With Me” and the Chicks’ “Wide Open Spaces.” Breland remakes “Strawberry Wine” as a Nineties R&B ballad. And the streaming service has taken note: On Tuesday, Spotify launched a specially curated “microsite” that amplifies country songs from that decade. Nineties hits by artists like Shania Twain, Alan Jackson, the Chicks, and George Strait have all found their way onto the Spotify playlists of Breland’s Gen Z peers. Twenty-five years since its release, “Strawberry Wine” and other Nineties-era country songs have become an essential part of Breland’s streaming playlists. I can remember being 17 and feeling like I found the one. “It really beautifully describes an experience that we all have: first love,” Breland, 26, tells Rolling Stone. Breland wasn’t even a year old when Deana Carter released “Strawberry Wine,” her 1996 ballad about the passing of teenage innocence beneath a “hot July moon.” But the country whiz kid who broke out with the viral “My Truck” regards Carter’s song as a touchstone of his introduction to country music.
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