Thinking Out Loud

August 28, 2020

Do Christian Musicians Carry the Same Influence As They Once Did?

Tonight is a pretty big deal. Compassion, World Vision and Food for the Hungry are combining to present “Unite to Fight Poverty,” a two-hour music saturated fundraiser streaming live on YouTube, Facebook, PureFlix, and Daystar, with the audio portion also heard on The Message channel on Sirius Radio. It starts at 8:30 PM Eastern, 7:30 Central.

I love that these organizations are joining forces for the event, and that so many musicians are cooperating. I hope they do well financially. And I hope that Contemporary Christian Music fans are excited to see their favorite artists, especially in light of the lack of concert activity over the past six months.

But I’m wondering if those same artists carry the same weight, or influence as they did in days of yore? The barometer of Christian music’s popularity was always sales charts based on the number of physical product units sold. With the single now replacing the album as the quantifier of popularity — as things were in the early 1960s — and downloading available from multiple platforms, it’s really hard to tell if the impact of a given artist or group is the same. People may be downloading millions of copies of a single, but with a much higher financial outlay, one’s commitment to an artist when measured in sales of the full album was perhaps more meaningful.

Anecdotally, I spend two days a week working at a Christian bookstore. And Compact Disc sales right now are dead. Really dead. I don’t see us ordering new releases beyond September 1st. Even the elderly “Gaither” customers have abandoned the CD. They all spent their retirement money on new cars, and those vehicles didn’t come CD-player equipped.

So I hope the concert does well tonight, but I think that, moving forward, those Christian relief and development agencies might have to tweak the model and develop a new paradigm beyond reliance on CCM artists.

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