Toby Keith's Legacy Celebrated: A Tribute to the Country Music Icon

In a heartfelt tribute, NBC celebrated the life and impact of country music legend Toby Keith in a two-hour special, "Toby Keith: American Icon." The special, which drew 4.7 million viewers and was the network's most-watched primetime entertainment special of 2024, featured performances and tributes from some of the biggest names in country music, honoring Keith's enduring influence and legacy.

Honoring a Country Music Icon

Toby Keith's Lasting Impact

Toby Keith's impact on country music is undeniable. The Oklahoma native, who rose from an oilfield worker to a renowned musician, left an indelible mark on the genre with his steely determination, commanding voice, and exceptional songwriting skills. His catalog of 20 number-one hits on the Billboard Country Airplay chart is a testament to his enduring popularity and the connection he forged with his fans.The "Toby Keith: American Icon" special was a celebration of this legacy, bringing together a diverse array of artists who had been influenced by or had personal connections to the country music icon. From longtime friends and collaborators to younger artists who had grown up admiring Keith's work, the special showcased the breadth of his impact on the industry.

Curating the Tribute

The special was spearheaded behind the scenes by UTA's Curt Motley, Keith's personal agent for nearly three decades, and his colleague Nick Barnes. The duo worked closely with Keith's longtime manager, TK Kimbrell, the late artist's family members, Universal Music Group Nashville, and the label's newly launched Sing Me Back Home Productions film/TV division, as well as Thinkfactory and its CEO, Adam Reed, to curate the lineup of performers.The goal was to feature artists who had a direct connection to Toby Keith, whether through friendship, touring, or a deep admiration for his music. "We wanted artists who had connective tissue to Toby, whether they were his friends or had toured with him," Motley explains. "A lot of artists came forward and said, 'We love Toby, and we sing his songs every night.' There were also a handful of people on the show who had never actually met Toby but were huge fans. We wanted to honor that legacy through multiple generations of country music."

The Impact on Toby Keith's Streams

The special's impact was felt beyond the television broadcast, as Luminate data shows a significant increase in Toby Keith's streams in the weeks following its airing. On the September 14-dated Digital Song Sales chart, streams of his hit "Should've Been a Cowboy" totaled 3.4 million, a 344% jump from the previous period.This surge in popularity underscores the enduring appeal of Toby Keith's music and the lasting impression he left on the country music landscape. The special's success in drawing a large audience and driving increased engagement with his catalog is a testament to the deep connection he maintained with his fans throughout his illustrious career.

Expanding Opportunities for Country Artists

The success of the Toby Keith tribute special also highlights the evolving landscape of opportunities for country music artists. UTA's Nashville team, led by Motley and Barnes, has been at the forefront of this shift, fostering the success of a new generation of country artists and exploring avenues beyond traditional music platforms."An artist's career should be multihyphenate to have longevity," Barnes explains. "They should be touching film, television, and branding. We are starting earlier than ever in artists' careers to find opportunities outside of touring to broaden their reach."This approach has allowed UTA to work with a diverse roster of country artists, from established stars like Jamey Johnson and Sawyer Brown to rising talents such as Megan Moroney, Dylan Gossett, Brittney Spencer, and Oliver Anthony. By leveraging opportunities in film, television, and branding, these artists are able to expand their reach and build a more sustainable career in the ever-evolving music industry.

The Growth of Christian Music

UTA's expansion into the Christian music genre is another testament to the agency's forward-thinking approach. The launch of a dedicated Christian music division has brought artists like Brandon Lake, Phil Wickham, Lecrae, and Forrest Frank under the UTA umbrella, reflecting a broader trend in the faith-based music community."When we told one of the artists on our roster about the announcement, they said, 'That's like the Avengers of Christian music,'" Barnes shares. "There's a broader trend afoot in the faith community. In the aughts, a lot of Christian bands wanted to cross over. They were like, 'We are Christian bands but we want to be rock bands. We don't want to be labeled as [contemporary Christian music].' We are seeing Christian bands and artists now that are leaning into who they are, and that's resonating with the fans."This shift towards artists embracing their Christian identity and the growing demand for faith-based content has created new opportunities for UTA and its clients. Barnes anticipates that Christian music consumption will double in the next five years, driven by the rise of streaming and the emergence of a multigenerational fan base.

Expanding Globally

The global growth of country music has also been a focus for UTA's Nashville team. As streaming algorithms and fan engagement patterns become increasingly similar across international markets, the agency has been proactive in taking its clients to new territories, particularly the United Kingdom, to build a stronger global fan base."When we're watching the algorithm trends on the [digital service providers], they're the same in Dublin as they are in Nashville. They're the same in Australia as they are in Brazil, which are all burgeoning markets for country music," Barnes explains. "And we are starting to take artists to the U.K. first to build fans."This global expansion strategy has already yielded positive results, with artists like Oliver Anthony, Dylan Gossett, and Megan Moroney finding success in overseas markets. By establishing a presence in these emerging country music hubs, UTA is positioning its clients for long-term success and creating new avenues for growth.

Navigating the Challenges of the Industry

Despite the exciting opportunities in the country music landscape, artists and their representatives are also grappling with the challenges posed by the post-pandemic landscape. The increased costs of touring, from leasing buses to securing venues, have put pressure on artists and their teams to find creative solutions."Post-COVID, we had that big wave where everyone had to get out and go see a show. There wasn't a bus you could rent; there wasn't a venue that was available anywhere," Motley explains. "Just to lease a bus right now is more than twice as expensive as it was in 2019. It's almost impossible for acts that tour in a window that's only four to five months a year to be able to afford that, so we've got to charge more for tickets."While the top-tier, "white-hot" artists may be less affected by these rising costs, Motley acknowledges that the broader market has had to make tough choices. "The big, white-hot shows are largely unaffected right now, but for other things, people are making choices again. It's probably a bit cyclical as well. I think we will see it even out."As the industry navigates these challenges, agencies like UTA are working closely with their clients to find innovative solutions and ensure the long-term sustainability of their careers.