The way audiences consumed their music also changed during the 2010s decade, as streaming services became more prominent, thus affecting how artists marketed their songs. Being played on the radio was no longer a requirement to be a contender in the country industry, as it had been for decades before; one such example was Kacey Musgraves. Despite receiving little airplay for her singles sent to country radio, Musgraves won the Grammy award for Album of the Year in 2019, for her fourth studio album "Golden Hour". Musgraves’ success was unprecedented in the sense that she earned fans from both the pop and country genres without the benefit of airplay on country radio, instead promoting her music through online media platforms such as YouTube and Apple Music.