It started with whispers last week that the board of the Gospel Music Association might be closing its doors. Just whispers, that is, until someone with inside knowledge tweeted that GMA was considering closing its doors and asked if this was the end of Christian music.
Immediately, the internet lit up like a Christmas tree with speculation about everything from the GMA’s financial problems to lawsuits from former GMA staffers to the total demise of the organization.
No one in GMA will confirm the rumors on the record, although sources close to GMA tell me that indeed there was a board meeting scheduled to vote on whether or not to close the doors on the organization.
But when it became public, GMA apparently decided to rethink that option. (More than one person used the word “backpeddling.”) Officially, the organization is continuing forward and considering ways to best serve its membership, and there’s no reason not to believe that’s true.
Whether the rumors were true or not, GMA still has to deal with several problems:
1) Debt. With debt of about $800,000, GMA is still scrambling to pay the bills. They did raise $350,000 with the “Concert of the Decade/Save The GMA” event, and they’ve launched an online auction of autographed memorabilia to help raise more money.
That the GMA is in financial straits shouldn’t necessarily be taken as a criticism of the organization. The economy has taken its toll on everyone; declining membership and significantly decreased attendance at GMA Week 2009 have surely exacerbated the problem. When you fork out big bucks to put on an event, for example, and attendance is significantly lower than expected, you end up with a deficit. That kind of deficit doesn’t happen overnight and it won’t be cleared up overnight.
2) A growing rift in the industry. GMA Week is the annual industry event that brings together artists, industry professionals, radio professionals, artist hopefuls, and media for networking, showcases and informational tracks.
In a September article in Christian Retailing, Ed Leonard, president of Daywind Music Group and new chairman of the GMA board of directors, said there was a 20% drop in GMA registrations this year.
That’s because earlier this year, the Christian Music Broadcasters and GMA had a falling out, and the radio folks skipped GMA 2009 and held their own event later in the summer, Momentum.
If the radio folks decide to forego GMA Week in 2010, it would mean serious changes for the event. In fact, GMA Week 2009 was allegedly on the chopping block at one time earlier this year. There’s no guarantee it’ll happen in 2010.
Numerous industry insiders have also referred to the GMA board as “elitists”, citing the $1,000 a plate dinner as just further proof of the growing divide between the commercial aspect of Christian music and the ministry.
Those complaints and disagreements only continue to divide the GMA and split resources.
3) Declining GMA membership. In the same Christian Retailing article, Leonard also said that GMA memberships currently number about 3,000, down from a high of 4,000.
One problem may be that GMA membership doesn’t offer something of value to the majority of the industry. Yes, GMA does fantastic things for Christian music, from GMA Week to the Dove Awards. But there’s no real incentive for artists (or even media folks like me) to join GMA, except to vote for the Doves. A member discount on registration for GMA week or Immerse is nice, but in a struggling economy may still not be enough to enable some artists to attend.
4) GMA is out of touch with Christian music fans. Take a look at the items up for auction on the GMA online fundraiser. Coffee with Amy Grant. Recording with Michael W. Smith. (In fact, a lot of stuff from Michael W. Smith). There are only a handful of more … hip … artists: autographed drum head from BarlowGirl, skate deck from Decyfer Down, some CDs from Phil Wickham, Disciple, The Afters, Derek Webb. You want bids? Where is recording time with Skillet? How about coffee with Todd Agnew? (Now there’s an item worth bidding on; an hour chatting about the Bible with Todd Agnew will have your head spinning for days.) Or coffee <a href="with Derek Webb; let him tell you himself why he decided to use the word sh*t in a song. Where’s Flyleaf? Kutless? Thousand Foot Krutch? Third Day? Mary Mary? Israel Houghton? Jeremy Camp? Anyone hot right now?
At the risk of hurting feelings, Michael W. Smith and Amy Grant, while obviously legends in the industry and respected artists, may not be the hottest draws for 21st century Christian music fans.
5) The changing face of Christian music. Christian music doesn’t fit into a neat little box anymore and it isn’t staying quietly inside the subculture. It’s becoming increasingly difficult to define what exactly Christian music is; as result GMA simply may not be able to serve the entire industry. There are artists who are doing ministry; there are Christians involved in mainstream music that doesn’t involve spirituality at all. There is a broad range of artists in between. As one industry professional told me, “When Hawk Nelson is covering Cyndi Lauper’s ‘Girls Just Wanna Have Fun’ at a Christian music festival, I’m thinking, ‘What in the world does that have to do with Jesus and/or ministry?’” It’s difficult for one organization to meet the needs of both ends of the spectrum.
So what would the impact be on Christian music if GMA really did close its doors?
Some think it would be a good thing. One industry insider suggests, “Disband the elitist board and everyone with an elitist attitude. They have forgotten how to fish and don’t want to get dirty anymore. Hand them all a pole and a can of worms and let them start over the right.”
On the other hand, there is definitely a need for a governing body to organize events like GMA Week and the Doves. Those don’t happen for free; there are expenses involved and with declining membership and attendance, it’s difficult to say how GMA can resolve their current financial problems while moving forward with industry events. It would be a shame if the Doves came to an end.
So what’s a Christian music artist or professional to do?
Support the organizations that best serve their needs. There are lots of events and groups that reach small niche groups within the industry. One radio professional suggests The Christian Radio Resource Coalition (CRRC), describing it as “a body of people supporting the advance of the Gospel through music, pooling the resources of many to share the vision of ONE!”
Niche organizations like IndieHeaven.com or Indie Extreme are great resources for indie artists.
GMA still holds events like Immerse (formerly GMA in the Rockies) for aspiring artists and although there’s no official word, for now GMA 2010 is still on. And I recently learned about the ministry Porter’s Call that offer free counseling and support for artists.
But most importantly, pray for the industry and the artists and professionals involved in bringing the Gospel of Jesus to the world through music, that they would remain faithful to that calling and responsible in their business dealings.
RELATED POSTS:
GMA offering online auction of autographed memorabilia to raise funds
Is the Gospel Music Association shutting its doors?
Big Changes at Gospel Music Association
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posted November 5, 2009 at 10:32 am
Joanne,
Thanks for the mention in your article. It’s really a sign of the times, with the economy, people not buying full CDs to get their favorite song, and musicians who are christian not wanting to be associated with Christian music.
Also, organizations who try to control those they serve will not survive. It’s like the wild wild west these days! Every man/woman for them self. The GMA has lost its relevancy.
Our slogan on Indieheaven is: “Let’s Be Independent… Together!”
We bring hundreds of independent artists together to connect, educate, encourage, equip, empower, and help them in their varied missions.
To learn more, go to http://www.indieheaven.com
posted November 5, 2009 at 11:20 am
It’s so NOT a sign of the times. They have made horrible decision after horrible decision. They also have completely isolated themselves inside the industry. Really Keith? It has nothing to do with the economy other than the fact that without the extra padding of some contributors, the already present weak spots and cracks have taken on water. The ship is sinking. I actually think that’s a good thing. I hope that it will rise out of the ashes a reborn association in the next couple of years. They need a top down restructuring. Just replacing Styll doesn’t cut it.
posted November 5, 2009 at 12:40 pm
One thing that I would love to know from folks who are critical of GMA: what would you do differently? What decisions are/were “horrible”?
A lot of folks have been talking to me off the record, but no one has really been williing to go on record about their specific criticisms. So in the end, what we have are supporters of GMA and folks angry at GMA, and not a lot of discussion about how to actually resolve the problems.
Any thoughts?
Joanne
host of the Gospel Soundcheck blog
posted November 5, 2009 at 12:49 pm
I fully understand how many people can have many differing opinions on “how they got there” or “where they should be going” – - – - but to criticize artist like Amy Grant and Michael W. Smith for trying to help in unbelievable.
Right now – bids on three items donated by AG and MWS total $2580.00.
The grand total on ALL other items donated, including items by Kutless, Decyfer and other “hipper” artists, total: $485.00
It’s also interesting to note that the two items donated by AG and MWS actually take time out of their day. It’s not just an autographed item. These two actually cared enough to donate something that required more of them than just signing an item that cost them nothing to begin with.
I agree AG and MWS may not be the “hippest” artist in this industry – - but the trail they blazed and the investment they are still willing to make today – - sure make a smoother road for the other “hipper” artists you mentioned.
Throw stones at the organization if that’s what you’re called to do. But to throw stones at ANY individual trying to help is unbelievable.
posted November 5, 2009 at 1:33 pm
Unbelievable, I’m most definitely NOT criticizing Amy Grant or Michael W. Smith at all. They are strong, strong supporters of Christian music and like I said, respected legends in the industry.
You actually make my point.
If you look at the top Christian albums on the Billboard chart, you won’t see anything from any of them in the auction, hence the MSW and Amy Grant items getting the most bids. If GMA wanted to really capture the attention of current Christian music fans, the ones plopping down $ to actually buy albums, they may want to consider adding some items that will draw fans of the hottest Christian music acts. Sure, there are fans who will bid on personal time with Amy Grant and MWS. But there are a whoooole lot who would also bid on studio or personal time with the industry’s hottest acts, like Flyleaf and Third Day and Skillet.
If there is any criticism – and understand I’m definitely not criticizing, just suggesting – it’s perhaps that the GMA didn’t consider adding those types of items. I think they’d go a long way towards raising money.
Joanne
host of the Gospel Soundcheck blog
posted November 5, 2009 at 2:02 pm
If you find yourself with enough time to be critical of someone’s ministry adventures, you’re probably not busy enough at your own calling. Let he or she out there who hasn’t made some stupid business mistakes step right up and grab the first stone. It seems to me the needs of the industry are going to be best served by inspired entrepreneurs dedicated to faithfully serving the niche of the market to which they are called. If your niche is happy, I’d say that’s a pretty good sign of success. There’s great power in doing small in a BIG way!
posted November 5, 2009 at 5:09 pm
Joanne, GMA 09 was the first in 25 years that I missed, and from the feedback I’ve received, I missed zero, except for seeing friends. Time for the honchos at GMA, whoever they may be these days, to realize that without the support of Christian radio, the attendance and most of the Dove votes, are gone. The organization isn’t relevant… especially for radio…has always been too expensive even for members, and its usefulness has run its’ course.
I agree that it would be a shame to lose the Doves, but they have never been able to turn a profit or get wide mainstream exposure. Just have a big dinner at Loveless, hand out the birds to the regulars, and call it a night.
See you in Orlando next year.
posted November 5, 2009 at 5:17 pm
I like that Nate..and Agree.
I was also trying to be nice in my first post.
posted November 5, 2009 at 6:41 pm
I’m so disappointed in a blog such as this. I can honestly say I’ve never stopped to make comments on anyone’s blog before, but I couldn’t let this slide by. I have to ask you JoAnne, have you talked to the managers and agents of the rock, hip hop, and Gospel artists you mentioned — or any of them, for that matter? If you have, then what reasons are THEY giving for not stepping up and helping out? Everyone seems to be talking about all of the negatives, and few people seem to be doing much about it. I do not have inside knowledge on how the auction is run. But I do know that hundred of Christian music artists know the condition of GMA, and their managers know that they are trying to raise funds. So perhaps the question shouldn’t be why the GMA has Amy Grant and MWS’s items up for auction, but rather, why haven’t some of these other artists come forwarded and offered their items, time, or suggestions? I can also tell you that I know for a fact that VERY few Christian and Gospel music artists are actual members of the GMA. This is NOT a new thing; this has been going on for decades. So here’s another question. Why don’t these artists, who stand in line to receive the praise and their Dove Award, not support the very entity that has to go out and purchase these statues to give to them each Spring. I can also tell you that the GMA staff has BEGGED for more involvement from the rock, hip hop, and Gospel artists. My point here is that it’s easy to sit on the outside, talk to a few disgruntled people, and take stabs at artists who are stepping up and trying to help out; but all you’re doing is continuing to feed this negative cycle and attack on the GMA. I will not begin to quote the many scripture that speaks to this.
It’s interesting that this link was forwarded to me by a hip hop artist who himself hasn’t stepped forward and offered anything.
By the way, are you or have you ever been an active, participating member of the Gospel Music Association? What’s happening right now with all the rumors and stone throwing reminds me so much of church fights. The people doing all the gripping are usually the ones who show up for Easter and Christmas, drop their kids off for vacation Bible School; never volunteer to teach or help with any projects, and haven’t paid a tithe since the year began with the numbers 199_!
posted November 5, 2009 at 8:00 pm
Gigi, I talked to a lot of people who had a lot to say about GMA … off the record. Few want to talk on the record about suggestions or complaints or ideas. I’m not sure why you’re upset with me? You’re essentially making my point.
Joanne
host of the Gospel Soundcheck blog
posted November 5, 2009 at 8:03 pm
Veldo, thanks for that input!
Yeah, this last GMA seemed like a ghost town, as one person put it. As media, I go to do interviews, which pretty much is the same every year. It’s a great chance for me to meet new artists and connect with publicists, but other than that there’s nothing for me. I would definitely miss that opportunity if GMA Week folded. I’ve skipped the Doves the past two years. I hate being stuck in the back press room for hours on end.
Joanne
host of the Gospel Soundcheck blog
posted November 5, 2009 at 10:39 pm
Hey Keith. I thought you did do a nice job of being nice in your first post! You bring a lot of wisdom from your vantage point in the belly of the beast there in Music City. Thanks for your heart to share it with all the thousands of artists out there who don’t seem to find much benefit from a GMA membership (which is indeed WAY more than those who do, as gigi pointed out).
I think of GMA as sort of a “Chamber of Commerce for the Christian Music Industry”… kind of a figurehead organization for the tiny percentage of artists (and the legions who ‘handle’ them) who can succeed in the major industry machine. In my 30 year Christian artist development career and 19 year membership in GMA, I haven’t sensed much in the way of an open or supportive environment from GMA for Incubator’s unique niche. But I still think they do serve a part in the overall kingdom adventure and I’ve been glad to support them over the years.
Now, if only one of MY signed guitar’s was actually worth something…
posted November 6, 2009 at 8:41 pm
One thing about the GMA.. is if they felt you were competition to them, or to their cronies, they would lock you out and not let you play in their reindeer games.
OK, that wasn’t nice.. I’m sorry.
posted November 12, 2009 at 3:32 pm
This article is well done with the exception of paragraph 4. MWS??? If you are an artist trying to make it… He is the ONLY name to consider working with! He’s reponsible for more successful acts than anyone. And he is showing no sign of slowing down. Amy Grant, sure have one person in the “legend spot” as that’s healthy. No big deal.
What I want to know what your obession with Todd Agnew is?? Let’s sing the Beatles rendition of Yesterday, in honor of Todd shall we? He’s one of the most publically and secularly made fun of artists in Christian music’s great history. He’s even commented on how disappointed he’s been with a lot of his production turning him into a terrible Chad Kroeger wannabe instead of himself. There’s been a new type of artist really having taken over now… And your clever comments are damaged with this fanship of one formerly almost relevant artist. Coffee with his deep mind, sure.
People sem to be in love with Casting Crowns (big release upcoming in just a few days) fresh off of a string of sweeping chart monsters. And then 10th Avenue North, who is new artist of the year and working on a huge follow up project. Don’t just look to the CHR and Christian Rock artists to save GMA- where are the artists who have been rewarded over the years and still of recent.
Answer- radio has pulled out. And artists need radio, not trophies. Trophies pay “0″ bills. Radio pays ALL the bills with success. We need the award show and a governing body, yes- but Todd Agnew isn’t going to put a shopping cart dent in a bumper on the issue.
GMA has failed to keep itself relevant in a vastly changing landscape, good luck to all who are involved there.
posted November 12, 2009 at 6:38 pm
Alex, there’s no “obsession” with Todd Agnew, LOL. I just happen to think he’s a great guy and he’s also an excellent teacher. Trust me, he’s mad interesting and he can pack a challenge in just a few words.
And even if the record sales don’t have him on the top of the charts all the time, he has a very strong following. So for those reasons, I included him.
Joanne
host of the Gospel Soundcheck blog
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