Country To Country

What Country To Country does

Country To Country (C2C) is an annual country music festival operated as a joint venture between four leading UK and Irish concert promoters — SJM Concerts, AEG Presents, DF Concerts, and MCD Concerts — with no single parent company or holding structure identified. The flagship three-day event is held simultaneously across multiple UK cities: The O2 in London, the OVO Hydro in Glasgow, and from 2027 onward Manchester's AO Arena (a new venue addition for the 12-14 March 2027 cycle). Belfast's SSE Arena is also part of the UK footprint, and international editions operate in Rotterdam (Netherlands) and Berlin (Germany). The festival serves UK and European country music fans who otherwise have limited access to live performances from top American country headliners.

The core offering is the main three-day C2C Festival, featuring established US country headliners alongside emerging talent at major arena venues, complemented by sub-brands including C2C Presents (special events), Song Suffragettes (female artist showcase at O2 Blueroom), and The Bluebird Cafe (intimate Nashville-inspired showcase). The festival has no proprietary technology platform; it operates as a traditional live event business with distribution handled through exclusive ticketing partner AXS, Gigs & Tours, and venue box offices. Marketing is multi-channel across social media (Facebook, Instagram, TikTok, YouTube, Spotify), an email mailing list, and earned media partnerships with BBC Radio 2 and CountryLine.

The revenue model is centered on one-time ticket sales, supplemented by merchandise (via a dedicated online store) and an extensive commercial partner ecosystem of 18+ brands spanning lifestyle (Ariat, YETI), labels (Sony, BMG, HYBE), streaming (Paramount+), F&B (Dave's Hot Chicken), and travel (Nashville Music City). Strategic partnerships with the Country Music Association (CMA) and BBC Radio 2 anchor media reach and artist access. Pricing is not publicly disclosed; general sale tickets for the 2027 cycle will be released in Autumn 2026.

Name

Country To Country

Website

https://c2c-countrytocountry.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Country To Country (C2C) is an annual multi-city country music festival jointly promoted by SJM Concerts, AEG Presents, DF Concerts, and MCD Concerts across UK venues (The O2 London, OVO Hydro Glasgow, AO Arena Manchester, SSE Arena Belfast) with international editions in the Netherlands and Germany, serving UK and European country music fans.

Ownership category

akta.pro rank

Product category

Live Music Festivals

NAICS

Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

Keywords

• Country music festival
• Live music events
• Music concerts
• Festival ticket sales
• Entertainment events

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel

Revenue model

1. Festival Ticket Sales: Primary revenue comes from ticket sales to festival attendees. General sale tickets go on sale in Autumn 2026 for the 2027 festival. Tickets are sold through AXS ticketing platform and Gigs & Tours.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Country To Country (C2C) is an annual live country music festival held across multiple UK cities (London, Glasgow, Manchester, Belfast) with international editions in the Netherlands and Germany. The festival features headline and emerging country artists at major arenas including The O2, OVO Hydro, AO Arena, and SSE Arena, complemented by intimate showcase series (Song Suffragettes, The Bluebird Cafe at O2 Blueroom) and special event programming under C2C Presents.

Product overview

Country To Country (C2C) is a single, unified annual festival product — a live country music event spanning multiple UK cities. The core offering is the three-day C2C Festival featuring headline and emerging country artists at major venues. The festival expanded in 2027 to include Manchester's AO Arena for the first time alongside its established London (The O2) and Glasgow (OVO Hydro) locations, with Belfast (SSE Arena) as another venue. Additional offerings include C2C Presents for special events, and venue-specific series like Song Suffragettes and The Bluebird Cafe at O2 Blueroom featuring intimate performances. Merchandise is available through the festival's online store.

Differentiator

Problem solved

Functional benefit

Products and services

• C2C Festival Annual multi-day country music festival held across major UK arenas (The O2 London, OVO Hydro Glasgow, AO Arena Manchester, SSE Arena Belfast) and international editions (Netherlands, Germany), featuring headline international and emerging country artists.
• C2C Presents

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered minor and core.

• AriatminorGTM or Marketing PartnerAriat is a footwear and apparel brand founded in 1993, known for equestrian athletes. The Western Collection aligns with country music culture. Partnership nature not explicitly detailed but appears as a sponsor/partner.
• AXScoreChannel Partner/ Reseller/ DistributorAXS is the exclusive ticketing partner for C2C festival, serving more than 50 venues in North America and Europe. They handle all phases of the event life cycle through their website and app.
• BBC Radio 2coreGTM or Marketing PartnerBBC Radio 2 is the UK's most listened to radio station with 13.5 million weekly audience (RAJAR Q2, 2023). Partnership provides significant media exposure for the festival.
• CMA (Country Music Association)coreStrategic or Co-development PartnerCMA is the premier trade association of the Country Music industry, founded in 1958. Dedicated to expanding Country Music around the world, CMA partnership validates C2C's position in the country music ecosystem.
• CountryLinecoreGTM or Marketing PartnerCountryLine is described as the global destination for all things country music and home to the UK's most listened to country radio station. Provides media coverage and promotional support.
• YETIminorGTM or Marketing PartnerYETI is the Sustainability Partner of C2C, helping cut single-use plastics by championing refill and reuse. They have kitted out the backstage crew with reusable drinkware.
• Gigs & Tours / SJM ConcertscoreChannel Partner/ Reseller/ DistributorGigs and Tours is the official website of SJM Concerts, one of the UK's leading promoters with an extensive roster covering major artists and venues. Involved in ticket distribution and festival promotion.
• BMGminorGTM or Marketing PartnerBMG is an agile music company focused on publishing and recorded music. Partnership promotes their artists (e.g., Drake Milligan) performing at C2C.
• Nashville Music CityminorGTM or Marketing PartnerNashville Convention & Visitors Corp brands, sells, and markets Nashville as a premier tourism destination. Partnership connects the festival to Music City branding.
• Paramount+minorGTM or Marketing PartnerParamount+ is a streaming service available in the UK & Ireland. Partnership provides promotional visibility and potential streaming content.
• Sony MusicminorGTM or Marketing PartnerSony Music is a major music company with a vast global catalog. Partnership supports their country artists performing at the festival.
• HYBEminorGTM or Marketing PartnerMusic company partnered with C2C 2026 co-host Jackson Dean. Partnership supports their artist.
• Dave's Hot ChickenminorGTM or Marketing PartnerDave's Hot Chicken is a fast-growing hot chicken brand. Found in The Yellowstone Yard at the festival, providing food and beverage partnership.
• Nordic SpiritminorGTM or Marketing PartnerNordic Spirit is a tobacco-free nicotine pouch brand, launched in 2019 as the UK's first nicotine pouch brand. On-site vendor partnership.
• CorpayminorGTM or Marketing PartnerCorpay Cross-Border is a global payments company, backed by Corpay (NYSE: CPAY). Partnership nature appears as sponsor.
• Leo33minorGTM or Marketing PartnerLeo33 is a Nashville-based indie record label. Home to Zach Top, one of the artists at C2C.
• Triple Tigers RecordsminorGTM or Marketing PartnerTriple Tigers Records is a Nashville-based boutique country label with roster including Russell Dickerson and Scotty McCreery, artists performing at C2C.
• AEG PresentscoreStrategic or Co-development PartnerMajor live entertainment company and festival co-promoter. References include privacy policy link and contact for trader applications ([email protected]).
• DF ConcertscoreStrategic or Co-development PartnerScottish concert promoter involved in C2C Glasgow, specifically mentioned in privacy policy.
• MCD ConcertscoreStrategic or Co-development PartnerIrish concert promoter involved in C2C, mentioned in privacy policy documentation.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Stagecoach Festival: Stagecoach is the largest country music festival in the United States, held annually in Indio, California. It is the most direct analogue to C2C in format, genre focus, and scale, with multi-day programming and major headliners.
• Country Thunder: Country Thunder operates multi-day country music festivals across multiple US states and has expanded into international markets. It is directly comparable in format and genre, with a multi-city touring model.
• CMA Fest: CMA Fest is the Country Music Association's annual four-day festival in Nashville, the genre's flagship event. C2C is already a CMA partner, and the two events are the most prominent country music festivals globally.
• Black Deer Festival: Black Deer is a UK country and Americana festival held in Kent, focused on country, Americana, and roots music. It targets a similar UK/European audience with overlapping genre programming.
• Watershed Festival: Watershed is a three-day country music festival in Washington State featuring major headliners. It follows the same multi-day country festival format as C2C.
• The Long Road Festival: The Long Road is a UK country, Americana, and roots music festival held in Leicestershire. It is a direct UK competitor for country music fans and shares C2C's genre focus.

Broad incumbents

• BST Hyde Park: BST Hyde Park is a major London summer concert series promoted by AEG Presents (a C2C co-promoter). It uses premium London venues and competes for headline acts and UK city audiences.
• Download Festival: Download Festival is a major UK rock/metal festival held at Donington Park. It competes with C2C for UK festival-goers, summer festival sponsorship, and headliner booking priority.
• Glastonbury Festival: Glastonbury is the UK's largest and most iconic multi-genre music festival. While not country-focused, it competes for the same summer festival ticket wallet and UK live music audience.
• Reading and Leeds Festival: Reading and Leeds is a major UK multi-genre music festival with a long-established audience. It competes for UK festival-goers and live music sponsorship budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@C2CCountryToCountry
• Facebookfacebook.com/Country2Country
• Instagraminstagram.com/c2cfestival
• TikToktiktok.com/@c2cfestival
• Xx.com/C2Cfestival

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Country To Country