When Beyoncé released her most recent album, Cowboy Carter, critics said the artist, popularly linked to R&B and hip-hop, had no business on the country charts or airwaves.
Growing up in Houston and going to rodeos with her grandfather, Beyoncé was exposed to country and zydeco music, which influenced her country-inspired record. Cowboy Carter sparked discussions over Black musicians’ place in the white world of contemporary country music.
When Beyoncé sang “Daddy Lessons” from her “Lemonade” album at the Country Music Awards stage in 2016, the performance was met with backlash from some fans who said Beyoncé wasn’t a country artist. In an Instagram post, she said that Cowboy Carter was “born out of an experience that I had years ago where I did not feel welcomed.”
Black country music artists and their contributions are often overlooked despite the genre often considered the standard American genre. As Black people share their stories of the genre’s beginnings, the history of country music is being re-evaluated.
Houston has a new generation of people who are carrying the mantle, proudly reclaiming their roots.
Ahsaki LaFrance-Chachere and her husband, Dennis Chachere, are at the forefront of this movement with their company, LaChachere Music Group (LMG). A full-service country music label amplifies diverse voices and reshapes how country music is seen, heard, and celebrated.
Dennis, a third-generation cowboy from Houston, grew up immersed in the Black Western lifestyle.
“My grandfather brought horses from Louisiana to Pleasantville, becoming the first in the area to own them,” he said. “He also founded one of the Black trail ride groups, the Prairie View Trail Ride Group, which participated in the Houston Livestock Show and Rodeo parade. Riding and roping have been part of my life for as long as I can remember.”
For Ahsaki, the connection to the country runs even deeper.
“I’m an eighth-generation rancher, Native American and Black,” she explained. “I grew up on the Navajo reservation in Arizona, where country music was a constant presence. It wasn’t just a genre but a way of life.”
Her upbringing on her family’s ranch, combined with summers in Louisiana witnessing her father’s mule-and-buggy business, laid the foundation for her passion for both country music and the Western lifestyle.
The couple’s journey into the music business began with their shared cultural roots and a desire to correct misconceptions about Black and Indigenous contributions to country music. In 2014, they launched Four Arrows, a Houston-based Western wear brand, earning recognition as a staple in the Black Western community.
However, a 2021 encounter with an underrepresented artist on Ahsaki’s Navajo reservation pushed her into the music industry.
“I realized there was a major disconnect,” she said. “They don’t think we’re part of this world, but we’ve always been here.”
This realization led Ahsaki to Nashville, where she participated in the Equal Access program in 2023 and connected with major players in the country music industry.
“I met with everyone—from CMT and Spotify to the major record labels—and it became clear that Black and Indigenous artists are often overlooked,” she recalls. “They’re signed, but their records sit on a shelf, never reaching the audience they deserve.”
Recognizing this gap, the Chacheres created LMG.
“There’s no blueprint for what we’re doing,” Ahsaki said. “We’re not a big label with millions of dollars in resources, but what we have is priceless: the community. Real heartbeats. Real people who are invested in these artists.”
Dennis said the music group is building something different. These artists exist because they are seen at Black rodeos and trail rides, but they’re not being represented or heard nationally. Our goal is to change that.
The Chacheres are aware of their challenges as a small, independent label. However, they remain undeterred. “The major labels have their formulas, but they don’t work for our community and culture,” Ahsaki said. “We’re creating a new formula—one that’s rooted in authenticity and cultural pride.”
For Caleb James, a rising country artist represented by LMG, his journey into country music came with unexpected challenges and a sense of purpose. Originally from Oakland, California, James found his true home in Houston, where he embraced his Southern roots and a passion for country music.
“Once people started finding out I was African American, I stopped getting booked for shows,” he shared candidly. With the support of LMG, he learned to navigate the industry differently.
“They showed me a world where there’s a whole other audience who has never had what I bring to country music,” James said. “I’d much rather have a show with 200 people who respect me than 10,000 who don’t.”
James also spoke passionately about the often-overlooked contributions of Black artists to country music.
“It’s frustrating,” he admitted. “There have been so many times where African American artists paved the way or created something unique, and it’s been stolen without giving them credit. Charlie Pride is a perfect example—he’s got more number ones than almost any country artist, but his name rarely gets mentioned.”
James sees himself as part of a larger legacy.
“I’m working hard to be that traditional country artist who can stand up there with the best,” he said. His message to aspiring Black country artists is one of resilience: “You’re going to feel like quitting at least twice a week, guaranteed. But stay true to yourself and your art. Reach out to us. We’re here to make a change, to give a voice to those who usually don’t have one.”
Tavia Brooks discovered her love for country music through her family’s deep-rooted Southern traditions. Her grandmother, a farmer, and her uncle, a musician, shaped her early connection to the genre.
“After school, my grandmother, who’s country, would pick us up, and at her house, I’d hear my uncle play. He taught me chords and everything, and that’s how I got into country music,” Brooks said.
The standout country music performer began singing at age nine and performing live by age 16. Navigating the country music scene as a Black artist has been both rewarding and challenging.
“People don’t realize Houston has country roots. From Acres Homes to South Park, it’s part of our culture, but breaking into the industry is tough,” Brooks said. “They don’t believe I’m a country singer until they hear me perform. Then they’re like, ‘Wow, you really are country.”
One of her career-defining moments came with a sold-out show at the House of Blues. “I didn’t even know it was sold out until two weeks before. Seeing the crowd—different races, all dancing and enjoying themselves—showed me I belong here,” She said. This experience solidified her belief in her purpose as a country artist.
As an independent artist, her vision is to keep the spotlight on Black country musicians, especially in Texas. “People forget about us here and focus only on Nashville. I want to show the world that Houston and Texas have country artists, too,” she said.
With a new eight-song project blending classic and contemporary country set to release in early February, Brooks is determined to amplify her voice and inspire others to follow. “I’m proud of us for not giving up. We’re a family, helping each other out and making sure country music stays cool.”
