TMT:74 Alex Hannaby On The Unstoppable Rise Of Country Music Around The World

Jan 19, 2026

01:01:40

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Welcome to The Money Trench! This week, Mark is joined by Alex Hannaby, VP of International Marketing & Operations at Big Machine, as well as head of the label’s UK business.

From launching Big Machine UK ten years ago, to overseeing international strategy across multiple territories, Alex offers a detailed insight into how country music has moved from a niche genre to a cultural force.

The pair discuss why country is connecting with so many younger listeners, how UK radio and festivals are playing a pivotal role, and how country forms the basis of a lot of the pop music we listen to today.

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