If it Smells Like the World...
Regretfully, the industry model in Christian music is very much like the world's model. We dress up our products to draw attention to the artist, not the subject of the music. We base success on Dove nominations, record sales, and tour receipts. If you doubt this, think about how you see, for instance, Steven Curtis Chapman marketed. He is presented with words like "multi-Dove award winner," and "platinum-selling," or "drawing millions to concerts nationwide." This is an artist-centric marketing ploy, not message-centric.

With our image based marketing, we elicit the same ingrained response in the consumer, where the artists are put up on pedestals. This doesn't occur in every Christian, but it is a problem we must consider. Is the Christian music industry causing people to stumble? Fans put up posters from Christian groups, and have autographed items, and hold almost idolatrous allegiance for artists. While we may have Jesus on the inside, sometimes we show almost a greater love for artists on the outside. This is not, by any means, an indictment against all of us all of the time, but I'm sure the rational Christian reader has seen examples of this in their own social circle, and their own lives, as I readily admit to being subject to it.

We've developed a type of hero worship among Christians. Many times we believe that if a preacher or musician is well known, that they must be great Christians and wonderful role models. Most people accept much of what Billy Graham says, because he's well respected by others. Many people accepted what Jim and Tammy Faye Bakker said, because they were on TV. Now I'm not relegating Billy Graham to the same level, but you see what I'm saying. Many people believed in the Bakker's and, consequently, many were crushed. And, I think, some may have left the faith because of what happened. Many of us, also, were shocked by the divorce of Gary Chapman and Amy Grant. To immature people, this type of event can fashion bitterness toward the whole of the industry.

How Much is the Gospel Worth?
When Matthew 10:8 says, "Freely you have received, freely give," why do we feel the need to make people pay just as much for Christian music (with the gospel message that they so desperately need) as they pay for secular music?

And who's getting the money we make? Many times it is the non-Christian owned and operated parent company. When engaging in a "parachurch" ministry, why do we partner with unbelievers? Because to reach the most people we feel like we need to partner with larger secular parent companies to increase our distribution and reach.

But this is a grave deception and a rip-off if you ask me. While we partner with secular companies for wider distribution, the Christian market music is still relegated to the "Christian" section of the record stores. It is isolated so that non-Christians can come in and shy away from it, because of their own various stigmas about Christian music. Wider distribution, in effect, has gained us nothing. It may be in more places, but it is only reaching more Christians who actively seek out the appropriately labeled section.

What is Success Here?
When, as stated above, success is based on record sales, award nominations, and tour receipts, we've lost sight of the economy of God. The economy where the definition of success is upside down to what the world would say it is. Remember Stephen being stoned. That was not a success by the world's standards, but it was by God's standards. "We're called to adhere to the truth and to what is good. We need to let those things be our starting place, and let God determine the outcome," Peacock states. "He determines the actions and provisions, and we just have to be obedient."

Well said, of course. God wants us, most of all, to be transformed into the image of His Son. If the world's definition of success brought us closer to God, then Christ would've been crowned King of Israel, and the Romans would have been obliterated. Christ Jesus, the King of the Universe, the perfect Son of God died on a cross in humiliation! Now what in Christian Music emulates that Biblical pattern?

Another problem is that a person who may be extraordinarily gifted in music or songwriting, might not ever have their music heard if industry Bigwigs don't think it will sell! Well, are we concerned with selling records or ministering? There are two disparate viewpoints at odds in this industry. We cannot straddle the fence any longer.

The Point
I am not saying we should not earn a living in Christian Music. But we need to stop fooling ourselves into thinking what we're doing is going to really evangelize the lost as it is. We need to realize that what we're doing is more for the Church than anybody else. And that means we need to be more like Christ. Let's get away from marketing an image. Let's stop charging the same amount for a gospel message as a profanity-laced Eminem CD. Let's get our Christian labels, if they are ministry oriented, out from under the secular parent companies. Let's be brave, be bold, and trust God, not industry models.

Read "Some Should be Lambs Among Wolves" for more on this topic.

� 2001 Jim Perry