A statement of Jason’s philosophy as an A&R executive in the Christian music industry…
Little did I know when I completed my college education (I was a math and journalism major) that I’d eventually be earning my living in Christian music. As Vice President of A&R (Artists & Repertoire) for Sony Music Entertainment’s Christian label division Provident Entertainment, my job was to discover, sign, develop, guide, counsel, provide direction for, minister to, and help launch the careers of Christian music artists on a grand scale… and, of course, to generate a profit making music!
Over the course of my career, I’ve had the privilege of working with some of the industry’s most successful and amazing artists, including Casting Crowns, Tauren Wells, Michael W. Smith, alt-rock band RED, hip hop entrepreneur KB, progressive worship band Leeland, Rebecca St. James, Kathy Troccoli, Newsong, Fireflight, to name just a few. And the list keeps growing.
As exciting as it might sound to work for a record label, the truth is the music industry—including the Christian music industry—is fraught with perils. With streaming services now everywhere, the way people consume music is entirely different than it was just a few years ago. The overall music business model continues to be in major transition. And if all this weren’t enough, working in the Christian music business comes with a whole added layer of conflict. Christian artists are often judged by higher standards than the rest of us… standards, by the way, that none of us could live up to. Just imagine the tensions that exist between being “Christ-like” and being a “celebrity,” between “ministry” and “artistic integrity,” and yes, between “self sacrifice” and “sound business practices.”
This is where I have lived. Every day. In working with these artists and their art, I am constantly wrestling with the awkward tensions that exist between putting out quality music, earning a good return on investment for the company that employed me, and devoting my life and work to God as a “living sacrifice” (Rom. 12:1).
I dare say, one need not work in the Christian music industry to wrestle with such things. But at times the tensions seem amplified. It can be frustrating and confusing. Sometimes I wondered to myself as I stood on the set of a music video shoot, or in the studio with a recording artist, or on the red carpet at the Grammys, or at the moment a new artist was about to sign on the dotted line, “What am I doing here? Is this really what God wants? Is this what Christ died for? Is this making any difference in the world?”
So why do it?
Simply put, I do it because God constantly and continually—and powerfully—touches my heart and opens my eyes to the healing, moving power of music. In fact, I’m not sure I’ve seen anything else with such power to turn a heart or shake a spirit as dramatically as a song. I know this to be true because I read the emails and letters sent in by listeners of the artists I work with. Hundreds of them. With stories so amazing, so incredible, so inspiring, you’d think it nearly impossible.
Consider this letter received from a fan who had just seen a concert by artist RED. Now RED is a heavy rock band, and not what many would consider a traditional “Christian artist.” Yet, their music inspired this person to write:
“I can’t thank your band enough for the work you are doing for Jesus. My son was depressed and on the verge of being suicidal. The other bands he listens to left him so depressed and in a bad mood. After listening to RED he feels the love of God. Thanks for signing his CD and being who you are. I haven’t seen my son act this positive about himself in a long time.”
Or this email written to artist Kerrie Roberts about her song “No Matter What”:
“Kerrie, I know you don’t know me yet but God does and I just wanted to share why your song is so special to me. About a year and a half ago my daughter got cancer. Her name is Tricia. When the doctors told me, I lost it and she said, ‘Mommy why are you crying instead of praying?’ Wow… I play your song over and over and over and over. I was crying today but my joy is coming in the morning. God Bless You! Tricia is 8 years old and loves Jesus No Matter What.” (name changed to protect identity)
These are real stories. Real lives. Real pain. And real transformation.
More and more I appreciate the gift God gave us in music. What else could possibly inspire or persuade people so effectively or comfort them so dramatically than the healing power of a song?
I’m certainly not suggesting there’s nothing to criticize about the Christian music industry. And many have criticized it. Christian artists make mistakes as all of us do. And it’s easy to get caught up in the unimportant things and the self-centeredness of “celebrity,” and to lose sight of the big picture. Yet, it’s obvious to me that music of all kinds is having dramatic influence in every corner of the world—both good and bad.
Just think about the values and ideas being promoted by all the music artists out there (and I actually love much of their music, which is precisely why they are so powerful and influential). All kinds of “art” is used to promote all kinds of destructive values. Why shouldn’t Christian artists, whom God has specially gifted and appointed, create and sell music that points people to Him?
I am thankful that a Christian music industry exists, for this very reason. I am thankful to have worked at companies that distribute and promote such music. And I am thankful people such as the ones who wrote those letters got a chance to hear it.
As a final thought, consider how important musicians were to King David as he and all of Israel celebrated “with all their might before the LORD, with songs and with harps, lyres, tambourines, sistrums and cymbals” (2 Sam. 6:5). In fact, so important was music to him, so critical to focusing the people’s minds on God, that one of the first things David did after setting up a place for the ark of the covenant was to appoint musicians and singers, those specially gifted, to sing songs of praise to God (1 Chronicles 15:14-29).
The power of music to touch the soul and reinvigorate the spirit is virtually unmatched. So remember this the next time you happen to be browsing on Amazon or Spotify or Apple Music, or you see a Christian artist’s album sitting in the rack of your local Walmart or Target (or Christian bookstore). Maybe even buy one, so these artists can continue to make music that points people toward the great God we serve.
Music is one of God’s most powerful tools for ministry. Use it wisely… and use it often!