The 14th Annual Gulf Coast Jam Presented by Jim Beam just got a serious shot of attitude. Multi-platinum, genre-blending artist and songwriter Jessie Murph has officially been added to the 2026 lineup, and she’s landing the coveted slot directly before Thursday night headliner Keith Urban on May 28 at Frank Brown Park in Panama City Beach.

It’s a smart, of-the-moment booking. Murph has spent the last two years carving out a lane that ignores genre borders entirely, blending country grit, hip-hop swagger, and pop hooks into something that feels distinctly her own. That hybrid sound should hit hard on a Country On The Coast stage that has increasingly leaned into artists pushing the edges of the format.

“Jessie is a truly unique artist who has exploded over the past couple of years, and we’re excited to see her next month,” said Gulf Coast Jam Presented by Jim Beam Executive Producer Rendy Lovelady. COO Mark Sheldon echoed the enthusiasm, adding, “Jessie Murph is absolutely on fire right now, and we can’t wait to have her hit our stage.”

Murph joins a stacked four-day bill anchored by headliners Post Malone, Chris Stapleton, Keith Urban, and Riley Green, with more than 20 artists in total taking the stage May 28 through 31, 2026.

Here’s how the four days shake out:

Thursday, May 28 — Keith Urban, Jessie Murph, Wyatt Flores, Cooper Alan, Walker Montgomery, Gannon Fremin & CCREV

Friday, May 29 — Chris Stapleton, Marcus King, Jackson Dean, Brent Cobb, Cole Goodwin, Hueston

Saturday, May 30 — Riley Green, Koe Wetzel, Ole 60, Josh Ross, Ashland Craft, Hannah McFarland

Sunday, May 31 — Post Malone, Muscadine Bloodline, 49 Winchester, Elizabeth Nichols, Them Dirty Roses, Skeez

The festival has earned its reputation the hard way: sellout crowds of 30,000 the past two years, the No. 1 spot on Music Festival Wizard’s Top 50 Most Popular Fests in the World 2024 Voter’s Choice poll, and a nod as one of the Best Beach Music Festivals This Summer in 2025.

Skyboxes, Luxury Suites, Super VIP, Side Stage, The Overlook Club, and the new Eagles Nest are all sold out, but four-day General Admission, Military, College, First Responder, and Caymus Vineyards VIP Pit passes are still available, with payment plans offered across all pass levels. Ticket and hotel packages are available through Jampack.

Want to get a feel for what Jessie Murph is bringing to the sand? Stream her catalog here: https://open.spotify.com/search/Jessie%20Murph

Grab passes and full festival info at http://www.GulfCoastJam.com.