Decline of Western Music and The Cowboy Ballad
By the late 1960s, Western music, in particular the cowboy ballad, was in decline. Relegated to the "country and Western" genre by marketing agencies, popular Western recording stars released albums to only moderate success. Rock-and-roll dominated music sales, and Hollywood recording studios dropped most of their Western artists. The shift in country music production to Nashville also played a role, where the Nashville sound, country rock, and rockabilly music styles predominated over both 'cowboy' artists and the more recent Bakersfield sound. The latter was largely limited to Buck Owens, Merle Haggard, and a few other bands. In the process, country and western music as a genre lost most of its southwestern, ranchera, and Tejano musical influences. However the cowboy ballad and honky-tonk music would be resurrected and reinterpreted in the 1970s with the growth in popularity of "outlaw country" music from Texas and Oklahoma.
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—Administration in the State of Texa, U.S. public relief program (1935-1943)