The Christian music genre has been dubbed one of the fastest growing markets in the industry, according to the Gospel Music Association.
With crossover artists such as P.O.D., Yolanda Adams and Kirk Franklin hitting the airwaves with contemporary inspirational music, the mainstream has taken greater notice of the genre.
Kirk Franklin brought Christian music to new heights when “The Rebirth of Kirk Franklin” debuted at No. 4 on the Billboard charts in Feb. 2002. His album was certified gold after three weeks and is expected to go platinum.
“Artists with a more gospel and rhythmic feel to them do well in the mainstream,” said Mike Couchman, program director for WLGH (88.1-FM), 148 E. Grand River Ave. in Williamston. “Kirk Franklin and the pop-rock group P.O.D. are selling really well right now.”
Couchman said crossover artists have been good for the Christian music industry. The genre isn’t limited to just gospel, as it includes mainstream styles like pop, rock, country and hip-hop.
“It gives the radio more general exposure when a Christian artist is played in the mainstream market,” Couchman said. “One of the reasons these artist do so well is because they just make good music - period.”
According to the Christian Music Trade Association, the genre is getting regular television exposure for the first time in Christian music history. The exposure is a result of a $30 million endorsement from Time-Life Music.
In the past year, the entertainment industry has taken notice of Christian artists, selecting them for major movie soundtracks and special promotions. The CMTA reports show that record labels EMI, CMG, Provident Music Group and Word Entertainment landed more than 300 songs in television and film in 2001 and at the start of 2002.
Amy Grant’s “Turn This World Around,” was featured in the motion film “Autumn in New York,” featuring Wynona Rider and Richard Gere.
One of the most talked about events that include Christian artists is Ozzfest, which P.O.D. co-headlines alongside artists such as Ozzy Osbourne and the rock group System of A Down.
Gift and Bible clerk David Mogle said he’s glad Christian artists are crossing over into mainstream, but is apprehensive about the downplay of being a Christian. Gift and Bible is located at 2143 W. Grand River Ave. in Okemos.
“I was watching MTV and people were really excited about P.O.D. performing, but (MTV) made no mention of the fact that they are a Christian band,” he said. “I honestly think that the mainstream industry tone down the spiritual tone to reach the mainstream audience. I think maybe they don’t think it will sell that well otherwise.”
Mogel also said gospel artists tend to enjoy an easier transition into mainstream.
“Gospel (and contemporary urban) artist tend to do well in both markets,” he said.
In addition to Kirk Franklin, artists that have been received well in the mainstream include Mary Mary, Trin-I-Tee 5:7 and Virtue.
While the genre may be getting a few breakout artists and more attention, the industry is still far behind major mainstream artists.
“The Christian music sales are significantly less than the larger mainstream genre,” said Jennifer Wagner, store clerk at For Your Entertainment in the Meridian Mall, 1982 W. Grand River Ave. in Okemos. “But we get our fair share of Christian gospel customers.”
She said artists like Out of Eden, Newsboys and Yolanda Adams are the best-selling groups in the store right now.
Saginaw resident Ahmad Ervin, from the Christian rap group Disciples Indeed, is excited about the growth of the genre in the music industry.
“What I am doing is not only representing God, but hey, it’s getting popular,” he said. “I’m ready for our music to take over.”
