Each March, London’s O2 Arena transforms into the beating heart of country music outside North America as C2C Festival returns with another packed weekend of artists from across the genre. While the main arena shows bring the biggest stars to the spotlight, seasoned C2C fans know that some of the most memorable moments happen away from the main stage. Across the concourses, smaller venues and pop-up stages dotted around the arena complex, rising artists deliver stripped-back performances, surprise collaborations and the kind of intimate sets that can turn curious listeners into lifelong fans.
It’s these side stages that give C2C its unique festival feel. One minute you might be watching a future chart-topper perform an acoustic set just a few feet away, the next you’re discovering an artist you’ve never heard before who ends up becoming the highlight of your weekend. With dozens of performers playing across the various stages throughout the festival, choosing where to go can feel overwhelming. To help narrow it down, here are five must-see artists playing the side stages this weekend, plus one bonus pick that shouldn’t be missed.
Ryan and Rory
If you’re looking for the kind of harmonies that feel tailor-made for a country festival crowd, Ryan and Rory should be high on your list. The duo have been steadily building a reputation in Nashville thanks to their polished songwriting and energetic live performances. Their sound blends modern country with classic influences, delivering catchy melodies and relatable lyrics that make their songs instantly memorable. In a festival environment where connection with the audience matters, Ryan and Rory’s natural chemistry and feel-good energy make them a perfect side-stage discovery.
Max Jackson
Australia has been quietly producing some of country music’s most exciting new voices in recent years, and Max Jackson is a shining example of that trend. With a powerful voice and songs rooted in traditional storytelling, Jackson brings a confident stage presence that punches well above the size of the venue she’s performing in. Her music balances heartfelt emotion with radio-ready hooks, and her performances often feel like the moment an emerging artist announces themselves to a much bigger audience. For fans who enjoy strong vocals and classic country influences, she’s an easy recommendation.
Elizabeth Nichols
Elizabeth Nichols represents the newer wave of Nashville artists who combine sharp songwriting with a strong sense of personality. Her songs often carry a playful edge while still delivering genuine emotional punch, and that balance makes her a compelling live performer. Nichols has built a growing following online thanks to her witty lyricism and authentic storytelling, but it’s on stage where those songs truly come to life. Expect clever lyrics, engaging stage banter and the kind of performance that feels both personal and entertaining.
Just Jayne
Country music has always thrived on individuality, and Just Jayne brings plenty of it. Blending country storytelling with pop sensibility and modern production influences, this trio represents the genre’s evolving sound while still keeping the focus on strong songwriting. Live, they bring an infectious energy that makes their sets feel bigger than the stage they are standing on. With a growing buzz around her music and a confident performance style, Just Jayne are exactly the kind of artist that C2C audiences love to discover early.
Ashland Craft
For fans who prefer their country music with a little grit and attitude, Ashland Craft is an absolute must-see. The South Carolina singer has built a reputation for her bold, Southern rock-infused sound and powerhouse vocals that demand attention the moment she steps on stage. Her songs channel the spirit of classic outlaw and Southern rock influences while still feeling modern and fresh. Craft’s live shows are energetic, unapologetic and packed with personality, making her one of the most exciting performers playing the side stages this year.
Bonus pick: Alyssa Flaherty
If you’re looking for a true discovery moment at C2C, Alyssa Flaherty might just be it. The rising singer-songwriter has been quietly gaining momentum with a style rooted in honest storytelling and emotional authenticity. Her music leans toward the softer, singer-songwriter side of country, allowing her voice and lyrics to take centre stage. In the intimate setting of the festival’s smaller stages, that style can be particularly powerful, creating the kind of close connection between artist and audience that often becomes a highlight of the weekend.
With artists performing across multiple stages from morning until late into the evening, the side stages at C2C remain one of the festival’s greatest attractions. They offer fans the rare chance to see tomorrow’s stars up close while discovering new favourites along the way. Whether you’re drawn to soaring harmonies, powerhouse vocals or heartfelt storytelling, these six artists represent some of the most exciting rising talent playing around the O2 Arena this weekend.
