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A ballad is traditionally a poem or song about love (either finding love or losing it) that focuses on a specific story or event.
Good concepts for ballads could be when you first fell in love with someone, or your first heartbreak, or having a crush on someone.
The style had first become popular in the late 1950s, in response to the growing encroachment of rock and roll on the country genre, but saw its greatest success in the 1960s.