American country music singer Morgan Wallen has become incredibly popular in the US and abroad, especially in the UK. His I’m the Problem 2025 concert tour tickets sold out quickly ranging in price from $105 to $44,888 for a suite. It’s kind of a big deal that American country music has become so popular in the UK. In fact, Wallen earned the No. 1 spot on the UKs official albums chart with his song, I’m the Problem. He’s already experienced being at the top of the US charts.

Wallen’s increased popularity in the UK comes from his willingness to schedule concerts there for his fans. Wallen’s notable concerts in the UK include the 2023 O2 Arena show followed by the 2024 BST Hyde Park concert. This has without doubt led to an increase in demand for country fashion in the UK. His UK fans are often seen wearing cowboy boots, hats, and large belt buckles at his shows, along with trucker style hats singing aloud to his songs.

Wallen creates utility for his fans through his music. In microeconomics, utility refers to the satisfaction or pleasure that someone gets from consuming a good. Utility is not easy to quantify, rather it is subjective. In this case, the good is steaming Wallen’s music or attending his concerts. Wallen performed at his one-night-only show at London’s Roundhouse on Wednesday, May 28th, 2025. He has promised his UK fans that he will be back in 2026 for more shows.

Discussion Questions:

  1. How does Morgan Wallen create utility for his fans? Explain.
  2. Explain how Morgan Wallen has increased the demand for country fashion in the UK.