How Montreal found its place in Quebec’s long embrace of Cowboy Core

When the country singer Luke Bryan came to play the Bell Centre in 2016, evenko—the organizers of Montreal’s biggest festivals like OSHEAGA, Jazz Fest, Les Francos de Montréal, and Montréal en Lumière—was shocked. The show had sold out in presales.

At the time, Montreal was never considered a country market by the team. Country music heavily relies on radio as a major driver of its genre in the States and the rest of Canada, but Montreal didn’t (and still doesn’t) have any stations devoted to it. The lack of exposure didn’t seem to calculate at first.

“Montreal wasn’t even on the radar. But when we saw how fast the Luke Bryan show sold out, it got us thinking. We started digging into the stats, and noticed that country music was being streamed here more and more. That led us to create LASSO,” says Audray Johnson, a member of LASSO’s booking team.

In 2024, LASSO’s third edition saw as many as 35,000 festival-goers geared up and decked out to attend, 20% of which came from outside Quebec. The stage was set with artists like Tennessee’s Larry Fleet, Georgia singer Megan Moroney, Ontario's Owen Riegling, Nashville’s Kip Moore, and Quebec’s own Matt Lang. Sam Hunt would play out the festival with a chilling rendition of Take Me Home, Country Roads.

As for 2025, Jelly Roll and Bailey Zimmerman have already been announced as headliners.

“Each year we’ve seen growth. The second year was especially massive, and the third year continued to improve compared to the first. Streams of country music are also rising, and with more artists experimenting with the genre like Beyoncé or Post Malone, it’s clear there’s an interest,” Audray says.

“It’s still a smaller festival compared to OSHEAGA, which is our biggest, but even OSHEAGA wasn’t hitting 35,000 tickets in its third year. The growth rate with LASSO is remarkable.”

Whether or not Montreal dictates what’s cool in Quebec, LASSO’s success confirms a bigger shift in a long-developed relationship in the province: Its most populous city—a cosmopolitan metropolis arguably known more for things like art, circus performances, or indie music—had also officially accepted the attitudes, ethics, history, fashion, and music of cowboy culture into its mainstream. 

And it isn’t going anywhere in more ways than one.

"Country is also more than just a genre; it’s a lifestyle. There’s a certain aesthetic to it, a way of dressing and being. And Quebec has deep ties to rural and agricultural life, which overlaps with that.”

It's about a way of life

Montreal isn’t an outright stranger to cowboy culture. The Wheel Club in NDG has been a part of a long Hillbilly Night performance that dates back to 1966, and the franchise Jack Saloon that first began in Quebec City in 2011 eventually its way to (and surrounded) Montreal.

Then there's Indiana Jeans—a downtown outfitter opened by Moroccan Montrealer Jacky Aflalo—that has continued to dress locals and tourists in high-end Western clothing, jeans, boots, and accessories since 1991.

“Among people who love the Western lifestyle, these are often people who are passionate and kind. The music is beautiful and romantic; everything is gentle, everything has a smoothness to it,” says Jacky Aflalo’s wife, Estelle.

“People in the Western community have big hearts—people with heart, people who love life. There’s something about it. It’s special, truly special."

“It’s about spending time with loved ones, having a good time, and enjoying a drink or two—things that resonate well with Quebec culture. Quebecers are friendly, social, and family-oriented, which aligns with the culture’s themes."

The recent surge of cowboy core in Montreal represents an inversion of its usual role as a trendsetter. This time, it’s Quebec’s rural traditions driving the movement, reconnecting Montreal with its own roots.

Country music has long resonated across Quebec’s regions, supported by a network of festivals—some far larger than LASSO—that continue to grow. The largest of these, Festival Western de Saint-Tite, began as a rodeo event in 1967. It annually transforms a town of roughly 4,000 into a bustling hub that draws as many as 600,000 attendees, with a record-breaking 725,000 in 2007.

Asked why cowboy culture and country music have found such a foothold, Audray offers her perspective. “I think it has to do with country music being a genre that doesn’t take itself too seriously,” she says.

“It’s about spending time with loved ones, having a good time, and enjoying a drink or two—things that resonate well with Quebec culture. Quebecers are friendly, social, and family-oriented, which aligns with the culture’s themes."

"Country is also more than just a genre; it’s a lifestyle. There’s a certain aesthetic to it, a way of dressing and being. And Quebec has deep ties to rural and agricultural life, which overlaps with that.”

“Maybe people in Montreal once viewed it as a bit kitschy or lowbrow,” Audray speculates. “In the regions, country music has always had a place. Now, it’s crossing into the city.”

Learnin' to rope and ride 

La Petite-Patrie’s Spaghetti Western only plays country music. Line dancing lessons take place three nights week, and when that’s not happening, there’s country bingo and plans to add a mechanical bull. 

More importantly, it’s still seeing lineups out the door.

It’s one of four country-themed projects that have opened since late 2023, each putting its own spin on the honky-tonk bars of the American South and Southwest: alongside Spaghetti Western, there’s Bottes et Whiskey in the Plateau and 2656 Saloon in Vieux-Rosemont. June Buvette in Pointe-Saint-Charles has also opened a cowboy-themed offshoot, June Saloon.

“Maybe Quebecers relate to cowboy culture and country music because of our own vast agriculture and forestry industries. Our seasons too, perhaps? There are obvious parallels. They are our neighbours after all, and I think Quebecers relate a lot to folk music too and its blue-collar themes.” 

Some of these openings coincide with restaurateurs’ trips down south—another sign of cowboy culture’s prevalence.

“I travel a lot to the States, and I especially enjoy hole-in-the-wall dive bars, saloons, and honky-tonks. Especially old ones. They’re time capsules. There’s just something true and authentic to them that I find irresistible,” says Spaghetti Western’s owner, Anthoni Jodoin, who also owns Taverne Cobra, Snowbird Tiki Bar, and One Punch Mickey’s Irish Pub.

“It’s trend-proof, and I find that no matter your background, most people will pick the quirky, fun, unpretentious spot over anything. Many restaurants, bars, and clubs have been promoting Western and/or country events in the last year. Other country-themed bars have opened as well, and a lot of vintage thrift stores now focus on Western wear,” Jodoin adds. 

"A lot of country music also reflects good values: family, friendship, hard work, and romance. It’s easy to find a song that resonates with where you are in life.”

He shares Audray’s view on cowboy culture’s appeal: “Maybe Quebecers relate to cowboy culture and country music because of our own vast agriculture and forestry industries. Our seasons too, perhaps? There are obvious parallels. They are our neighbours after all, and I think Quebecers relate a lot to folk music too and its blue-collar themes.” 

Bottes et Whiskey’s story echoes Spaghetti Western’s—its owners were inspired by a recent trip to Nashville—but it also reflects changing tastes.

“My partners came back really inspired by the honky-tonk atmosphere—live music, the neon signs, the whole aesthetic. They loved the maximalist vibe with neon signs, alcohol ads, and the kind of storytelling a place like that can have. So, we brought some of that energy here, mixed it with our own style,” explains Bottes et Whiskey co-owner Carlos Adam.

"In my old job, things were more formal—apron, tied shirt, everything neat. Now, I get to wear jeans, a denim jacket, and big Timberland boots. It’s much more my style. And I love that I can wear cowboy boots and a cowboy hat to work."

“Personally, I didn’t listen to much country music five years ago, but I’ve grown to appreciate it. A few years back, I was camping with friends, sitting around a campfire with a glass of whiskey, and my friend put on some country music. It was Luke Combs, I think. I thought, ‘Wow, this is such a vibe.’ From there, I started exploring country music more deeply.” 

A 150-seat, whiskey-focused bar seemed like a natural choice. As for how cowboy culture resonates personally, Carlos finds it lets him embrace a more laid-back style.

“In my old job, things were more formal—apron, tied shirt, everything neat. Now, I get to wear jeans, a denim jacket, and big Timberland boots. It’s much more my style. And I love that I can wear cowboy boots and a cowboy hat to work,” Carlos says.

“But beyond that, I think there’s something authentic in country music. While some songs may lean into stereotypical ‘redneck’ themes, a lot of country music also reflects good values: family, friendship, hard work, and romance. It’s easy to find a song that resonates with where you are in life.”

Montreal, let your babies grow up to be cowboys

It’s not just the recent surge in country music’s popularity that has captured Montreal’s interest; it’s the genre’s spirit—rooted in inclusivity and grounded in the lives of everyday people—that resonates deeply with the city’s diverse crowd.

“There are different styles within country—some people prefer traditional, outlaw country, while others enjoy pop country. But it’s a genre that brings people together, and it doesn’t have the same elitism you might see in other genres,” Audray says.

“Political views don’t matter as much; people just come together to have a good time.”

Montreal’s embrace of cowboy culture is creating new inroads for country music, adapting it in uniquely Quebecois ways. Even if Montreal doesn’t have deep country music roots, it’s fostering a new cultural blend that feels authentic to the city.

“We try to make LASSO feel inclusive, not just a stereotypical country experience,” Audray says. “We want to reflect Montreal’s diversity in our lineups, with artists of different backgrounds and orientations. 

“We want people who might not see themselves as typical country fans to feel welcome. So, while LASSO leans into cowboy boots and other country themes, we balance it to fit Montreal’s multicultural and multigenerational character.”