Following explosive growth in the late 1990′s and early 2000′s, the Christian music industry is now experiencing the same trials and tribulations as its mainstream counterpart. It is no secret what is causing this painful time in an industry that seemed recession proof until recently. Christian labels are struggling to maintain their established business model as consumers of Christian music are parroting what secular music lovers have been up to the past few years. They are not purchasing entire ten to thirteen song CD projects in order to obtain their favorite one or two songs from their favorite artist. Instead, they are opting to download single songs from one of many online distributors. This spells financial trouble for an industry whose model was based on approximately $7 profit per customer.
Music piracy has also affected the Christian music industry hard, as millions of dollars of music have essentially been stolen via illegal downloading from file sharing sites. What perplexes many in the CCM industry is that this is being carried out by Christians who think nothing of violating the law in order to enjoy their favorite song. This has led to an erosion in all facets of the Christian music industry as recording and marketing budgets have dried up, artist development is no longer prevalent, and the signing of up and coming artists has all but ceased. In addition, artists have discovered they no longer need record labels to record their music and reach their fans. It spells financial disaster and a drastic change in the music business. Many industry personnel in Nashville, TN have been asking one another who will save Christian music. The bottom line is this, the Christian music industry needs a miracle to continue to exist in its current form.
I asked some people over on my Facebook profile what they thought of the Christian music industry and who will save it. Here are some responses:
“Perhaps there is a need for folks to stop trying to write “Christian Music”, and focus more on being “Musicians who are Christian”. Far too much CM these days sounds so contrived and plastic. If you are a Christian, you know the truth, that should come out naturally in everything you create, without it being trite. It’s the only genre of music categorized by it’s lyrics, and 90% of the time, I can tell you exactly what a certain band will sound like…it’s become way too formulaic. Get back to the music, create awesome, original and challenging music. Other wise you might as well just do poetry recitals.”
“Whatever the secular music industry finds successful, is inevitably going to make it’s way into the CM industry. If your sound is the one that fits the mold of what folks are buying these days, you’re in like Flint.”
“The whole format needs to be redefined and is in dire need of an overhaul. Nashville continues to release unexciting and underproduced material, “contemporary Christian?”, and many “Gospel” artists sound 30 years behind the times. Why are they two separate genres? Isn’t the subject matter the same? Shouldn’t “Christian artist” be a calling first and a profession second?”
“The Gospel music business has become nothing more than a business with many people involved in it. I am sick of hearing the same type of music on the radio over and over. There are too many Christian stations who play our music and don’t have to pay royalties, making it almost impossible for the indie artist to survive.”
“The real question is what is christian music. I believe God is in everything. Its not my job as a christian or musician to bring the gospel to someone but to enlighten them to the fact that God is already there. So therefore if God is in everything than cant we call every type of music christian music?”
“I heard it once said by a so-called professional that we as Christian songwriters needed to keep it simple and not go deep. This opposite Jesus in so many ways. I’m still trying to figure out everything He said and as He said, “Knock (and keep on knocking) and the door will be opened to you”. Truth is not so simple all the time. Perhaps we need messages that make people think instead of so much fluff.”
“Saved or re-invented? We need more pioneering artists (i.e. truly INDEPENENTS) who are willing to break the mold musically and lyrically, say something that’s actually truly profound and speaks the world’s language, a “new” song. The question is also, “Do the listeners have ‘ears to hear’ something that’s out of the box?” It’s tough to retrain entire demographics of listeners.”
“Imho, the first step toward healing is realizing there is a problem. Christian music as an industry won’t be “saved from itself” til it realizes it needs to be. It seems like many can easily confuse the gift with the call. As an artist, it is very easy for me to become very gift focused and lose sight of the call, which is to glorify God, and touch lives. When your focus is on marketing and profits, the mission gets compromised. Don’t get me wrong, there is a stewardship requirement, and the workman is worthy of his hire, but when self perpetuation and $$$ rise from second to first, the priorities are askew. I can’t speak with authority on this, but I have heard that the business model is very similar to the secular music indusrtry business model, and that in fact many Christian lables are now subsidaries of secular labels. It may be that like the Laodaceans, the industry doesn’t see thier true circumstance through the trappings of “success.” You can’t serve 2 masters.”
“I think what might save Christian music is a shift in the Christian socially conscience paradigm and that may have to occur necessarily through something earthshaking enough to shake us out of our comfort zones. I believe there is coming soon an earthshaking economic condition (worse than today) whereby it will force us to rethink many things.”
As you can see, people are passionate about this topic. There were many more responses to this question. It will be interesting to see how it all plays out the next twelve to 18 months. In any regard, let us be in prayer for the people involved in the Christian music industry, from executives at the labels, to the artists who are signed to labels, and the many thousands of independent artists who are looking to the industry as their future source of exposure, opportunity, and credibility.
Let’s Be Independent… together!
keith mohr