On Aug. 28, just over six months after the death of country music star Toby Keith at age 62, NBC celebrated his work and his influence on some of country music’s biggest stars in a two-hour special, Toby Keith: American Icon. Eric Church, Tyler Hubbard, Parker McCollum, Jelly Roll, Darius Rucker, Carrie Underwood, Clay Walker and Lainey Wilson were among those who feted Keith, an oilfield worker-turned-musician known for his steely determination; burly, commanding voice; and top-flight, often witty songwriting that fueled many of his 20 No. 1s on Billboard’s Country Airplay chart.

The special drew 4.7 million viewers, was the No. 1 show in its time slot and was NBC’s most-watched primetime entertainment special of 2024, according to the network. And Luminate data shows a bump in the Oklahoma native’s streams in the weeks following its airing. On the Sept. 14-dated Digital Song Sales chart, streams of “Should’ve Been a Cowboy” totaled 3.4 million; a 344% jump.

Spearheading the special behind the scenes were UTA’s Curt Motley — Keith’s personal agent for approximately three decades — and his colleague Nick Barnes. The duo packaged the concert and worked with Keith’s longtime manager, TK Kimbrell; the late artist’s family members; Universal Music Group Nashville; the label’s newly launched Sing Me Back Home Productions film/TV division; and Thinkfactory and its CEO, Adam Reed.

“We wanted artists who had connective tissue to Toby, whether they were his friends or had toured with him,” Motley says of the special’s lineup. “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.”

Motley, who joined UTA in 2016, also reps a roster that includes Jamey Johnson and Sawyer Brown.

Barnes, who joined the company in 2017, specializes in connecting music artists to projects in TV, film and branding while overseeing UTA’s Heartland division, which focuses on family- and faith-based storytelling. Those clients include film/TV creators the Erwin Brothers and Dallas Jenkins (The Chosen).

UTA’s Nashville team has simultaneously fostered the success of a crop of country newcomers that includes Megan Moroney (“Tennessee Orange”), Dylan Gossett (“Coal”), Brittney Spencer (“Bigger Than the Song”), Chayce Beckham (“23”), HunterGirl (“Ain’t About You”), Ian Munsick (“Long Live Cowgirls”) and Oliver Anthony (the Billboard Hot 100 chart-topper “Rich Men North of Richmond”).

What can new artists learn from the career Toby Keith built?

CURT MOTLEY: Toby was fearlessly unapologetic. He had a vision for what he wanted to do, and he didn’t waver on that line. When you’re good at something like he was, you don’t need other people to validate you. It’s a much harder road, but the fruits at the end of it are so much greater.

How does UTA Nashville differ from other agencies’ country music divisions?

NICK BARNES: An artist’s career should be multihyphenate to have longevity. 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. Historically, these opportunities have existed for artists that were well into their careers. For instance, a feature film based on a hit song or a theatrical tour documentary — [intellectual property] that reflects country music’s way of life. For a long time, it was an antagonistic view. Now this community is embraced more for what it is. The Heartland division serves as the crossover arm for music artists here and is having success in feature film, television, unscripted productions, book publishing and more.

TikTok and other social media outlets have changed the game for new artists. How do you sift through viral moments to find acts that won’t be one-hit wonders?

BARNES: It’s a balance between a gut feeling based off our experience and the data that is brought and analyzed by our team at UTA IQ — a world-class group of data analysts with proprietary tools we have built and continue to improve.

When you consider signing an artist, do you determine if they’re a strong live act? It’s key to an act’s longevity.

MOTLEY: You also have to look at consumption numbers, including streaming and social growth velocity, as an indicator for live viability.

UTA recently launched a Christian music division that has Brandon Lake, Phil Wickham, Lecrae and Forrest Frank among its clients. What do you feel is driving the growth in that genre?

BARNES: When we told one of the artists on our roster about the announcement, they said, “That’s like the Avengers of Christian music.” 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. When Forrest Frank is printing merch that says, “I am a child of God,” and he’s selling them as fast as they can put them on the merch table, and his shows are filled with kids and teens that are on fire for his music — I think that’s the correlation.

What kind of market share do you see Christian music attaining in the next five years, and what are the demographics of the fan base?

BARNES: We think consumption will double. Similar to other genres, streaming artists that aren’t dependent on radio are bringing a younger demographic into the market. Streaming has created a multigenerational fan base for the genre.

Country music streaming is surging globally. How does that affect your work?

BARNES: 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. And we are starting to take artists to the U.K. first to build fans.

MOTLEY: Oliver [Anthony]’s Out of the Woods tour started in the U.K., and we started Dylan Gossett’s [No Better Time] tour in the same areas. They were incredibly well received.

What else are you doing to build fan bases overseas?

MOTLEY: Agents across the globe — especially in our London office — are leaning into country music and integrating it into the fabric of our business here. This allows us to get in early with partners abroad and leads to opportunities that allow aggressive first-look tours. Recent examples are Megan Moroney, Oliver Anthony and Dylan Gossett.

For a newer artist, what are other advantages of launching a tour abroad?

BARNES: One advantage is being able to start a business over there that you can return to when you need to take a break [from touring stateside]. In the American markets, oftentimes our clients have played a lot of hard- and soft-ticket tours and they need to let the U.S. cool off a bit. [If they have played overseas], we’ve already built relationships with promoters and have a base of fans.

MOTLEY: It is expensive to travel and perform abroad, but when you’re just starting out, your costs are going to be a lot less [because you’re doing smaller-scale shows]. If you wait too long, that opportunity cost is hard. But when you build that fan base from the get-go — we’re going back with Dylan this year and playing big rooms, and we just started in February.

Touring costs in general have increased significantly. How are artists navigating that?

MOTLEY: 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. I think we are at the tail end of that now, but everything has remained more expensive. 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. 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. There has been a lot of debate about the climbing prices of concert tickets.

Do you think they’ve hit a ceiling?

MOTLEY: Although the pandemic curve has flattened, as it pertains to white-hot stadium-level artists, it does not appear that we have hit a ceiling — especially given the number of tickets and pricing on the secondary market. But underneath that, artists have to be conscious of the market to have the best chance at success.