It was announced a few weeks ago that big changes were in the works at the Gospel Music Association, the umbrella organization that supports the Christian and Gospel music industry. President John Styll stepped down this month and several paid positions were eliminated earlier in the year.
Then today I read that the GMA is hosting a fundraiser called “Save The GMA!” The event will feature a line up that includes Casting Crowns, Kirk Franklin, Amy Grant, MercyMe, Michael W. Smith, The Booth Brothers, and Natalie Grant, and will be produced by Brown Bannister.
The cost is $1,000 a ticket.
You’ve got to wonder what kind of trouble the GMA is in when they’re hosting a $1,000 a ticket fundraiser. Who are the hoping to attract – industry professionals, who are the victims of slashed budgets and layoffs? Christian music fans, who are responding to the pinch of the economy by buying fewer CDs?
Perhaps, rather than raising funds, it’s time that GMA took some time to define what, exactly, Christian music is – and then figure out how to promote it.
The term “Christian music” encompasses everything from hard core rock to Southern Gospel to dance music. Every genre of music you can think of can be “Christian.”
So what makes it Christian?
A Christian can sing a song about, oh, shopping at the mall or a girlfriend or a road trip, and if the artist claims to be a Christian, then it’s Christian music.
An artist who’s cheated on his wife, for example, and is paying child support of a baby fathered out of wedlock can sing a song about forgiveness, and it’s Christian music
And therein lies the dilemma: what exactly is Christian music? Is it worship? Is it positive, clean pop? Does it have to have a specific message? And does it need to be separated from mainstream music by the Jesus fish label?
Does it really help a band to be categorized as “Christian music” and are listeners really benefiting by choosing their music based on a label rather than its creativity? Is the music any better because it sports a cross on the CD cover? If Christians were able to make music that pushed creative boundaries rather than worrying about whether it would get airplay on Christian radio, wouldn’t everyone benefit?
I’m not sure that the GMA even knows what Christian music is. When Ray Boltz came out of the closet earlier this year, GMA said they didn’t comment on the lifestyles of their members. So why no tracks during GMA about the gay Christian music industry? Or being gay in the Christian music industry?
I can definitely see a need for an umbrella organization that reaches out to Christians in the music industry, kind of a haven in the midst of chaos where an artist can find spiritual sanctuary, support, prayer, where they can recharge and refill and then go back out into the world.
I suppose I can see an organization that helps promote Christian music.
But I don’t know what happens to an organization like GMA, that’s kind of stuck on the middle of a changing music industry, where Christians are finding success in both mainstream and church circles, where the word “Christian music” can’t even be defined any more.
We’ll have to see how GMA continues to respond to the changing economy and the changing face of Christian music.
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posted September 21, 2009 at 5:38 pm
First off, I love Christian music. Most of what I listen to is Christian music. My tastes have expanded over the years, from Southern Gospel to Demon Hunter. In my very brief time in a semi-pro band, I know the money isn’t there for most of these people to live off of without touring full-time. And by full-time, I mean non-stop. I wonder what kind of effects the economy is having on the pocket books of those touring bands. I’m afraid some of the mid-level bands will have to eventually bow out. Or maybe they will be ok since it doesn’t cost much to play a local club, but the big artists won’t be able to charge $40-50 for a ticket anymore….hmm… I guess it could go either way (or both ways.)
Second, the music industry has changed. The big record labels pushing top-40 type songs are declining. Getting huge rotation on a radio station is not necessary to get your music out there anymore. There are a lot of fingers in the pie of Christian music sales, and the pie is getting smaller. The industry needs to find new ways to market and sell their products if they want to survive. I don’t know the figures, but it has to cost a lot of money to produce cd’s that just collect dust on shelves, when most people buy online now anyway. Why spend $17 at Lifeway when I can get it on iTunes for $9.99? Out of the goodness of my heart? To support an industry that’s not willing to change with the times? Most bands still need the money of a record label to record an album, but if a band really wanted to, the technology is there to record/produce/edit/release a project by themselves thru their website or iTunes.
I think the tough times have actually helped with the quality of the music. Earlier in the decade after the boom began, you would find copy-cat artists for just about everyone. If generic Creed-ish rock band was successful, you would find many clones. Same with the teenage girl (Orrico, Lampa, etc..) Those bands that couldn’t make it based off of their talent fell thru the cracks, leaving the most talented and qualified (since we’re talking about the business side, I’m not talking about anointing, calling or anything like that..)
I think Christian music is important. I’ve burned copies of cd’s for friends/youth group visitors (before we all started paying attention to things like copyrights) and found it was a way to present an alternative (even though that demeans the talent of some of these bands… I believe many of them can stand toe-to-toe musically with any mainstream counterpart) or soften someone’s heart to the message. I’ve been to dozens of concerts, bought t-shirts, wristbands, signed photos, anything you can think of… I know it will continue in some form or fashion.
posted September 21, 2009 at 10:33 pm
Excellent article Joanne. This is what we do over on my Indieheaven.com website and organization. We provide spiritual support to our members, plus tools for our members to distribute their music directly to consumers (and they get all 100% of their sales income). I personally help many hundreds of indie artists. And our members are serving one another. We are member supported, which is very rare! Our members are awesome and they all have worth!
There is new wine being poured into new wineskin, however, it won’t be as glamorous as the CCM industry. That’s OK. Maybe it’s time for the glitz and glamor to be replaced with humble servanthood as in Psalm 51:16-17
16-17 Going through the motions doesn’t please you,
a flawless performance is nothing to you.
I learned God-worship
when my pride was shattered.
Heart-shattered lives ready for love
don’t for a moment escape God’s notice.
Pray for the people in the CCM Industry. They need our prayers.
Keith Mohr
President
http://www.indieheaven.com
posted September 22, 2009 at 9:30 am
Great comments, Jeff.
You’re right – most music fans have no idea what life is life for the vast – VAST – majority of artists. Weeks traveling in the van, making enough money on merch to get to the next show, relying on the venue/church for meals (which are usually pizza or pasta, LOL), sleeping in the van, showering at truck stops. Most do it because they feel called to it and they love it. But boys grow up, they get married, have kids, and if they haven’t achieved the success of a band like Newsboys or Third Day, financially they just can’t continue.
So you’re right: new technology allows some of those bands to do live shows via webcam, living room tours (what a cool new trend), create and sell their own product. Who knows where the industry is headed, but one thing is for sure: it’s a-changing!
Joanne
host of the Gospel Soundcheck blog
posted September 22, 2009 at 9:31 am
Thanks, Keith! And thanks for the recap of what you guys do over at IndieHeaven. I love being able to give you the plug!
Joanne
host of the Gospel Soundcheck
posted October 14, 2009 at 1:38 am
well, I wonder how the event went? Was the GMA saved?
Inquiring minds wanna know!
posted October 14, 2009 at 10:04 am
Keith, I JUST posted the update!
http://blog.beliefnet.com/gospelsoundcheck/2009/10/save-the-gma-actually-may-save.html
It’s a little snarky … big surprise …
Joanne
host of the GS blog