As usual, I plan to give you a massive dose of "TRUTH", and my solution, but before I do I want to address last month's article.
When I agreed to write these monthly articles it was with the understanding that I could write freely on any subject relating to SGM. It is my choice to cover controversial topics and I am grateful for the opportunity. I am also aware that this choice exposes me to criticism, but I'm a "big boy" and I can take it. It is indeed satisfying when my articles "stir up the pot" and provide fuel for honest and open discourse. However, I would never sacrifice my personal integrity for this purpose so I will state now that Mrs. Smith's letter is real. The facts are exactly as I stated them. She did not write to me anonymously, but when I asked if I could use her personal letter to me she requested that I not use her real name…smart Lady. Since she was writing to me in private she undoubtedly was more candid than she would have been if she thought her letter would be published in public. This is why, I suspect, that some took offense at the tone of some of her questions. I can understand the natural curiosity that some of you have voiced concerning her identity, but she has the right to her privacy and I have the right to not reveal my sources. Now all of you who doubted "Uncle Nick" say "I Believe Nick" three times, send a "love offering" to the New York Yankees, and slap your knuckles with a ruler.
This month I want to talk about:
THE TROJAN HORSE OF SOUTHERN GOSPEL MUSIC
I've just finished a book by John C. Maxwell titled "The 17 Indisputable Laws of Teamwork". One of my favorite chapters is "The Law Of The Scoreboard".
The scoreboard is a critical component of every sport. That's why it's so visible at every stadium, arena, and ball field. You can walk into any game at half time, look at the scoreboard and know pretty well what's going on. It's amazing how many people try to succeed without a scoreboard. A simple thing like a budget is a scoreboard, yet many families try to succeed without it and wonder why they can't get ahead.
THE SCOREBOARD DOESN'T LIE AND IN THE END NOBODY CAN WIN WITHOUT THE SCOREBOARD. Competing without a scoreboard is like bowling without pins, you're working real hard but you really don't know how you're doing.
The Southern Gospel Music Industry is ignoring the scoreboard. In every category across the board we are dead last, yet we absolutely refuse to admit we are losing. However, the scoreboard doesn't lie and we are losing. It seems to me we would rather keep ranting about how great SGM is ("I love SGM!..yeah man, it's the greatest!…awright!…way to go!….high five!") than to look at the scoreboard and realize that it's "crunch time".
Now back to the matter at hand…the reason SGM is in such shambles.
Years ago I met a simple country man that happened to be the number one salesman for his company. When I asked him for the secret of his success he replied, "Braggin' ain't braggin' if you back it up", implying that he could be proud of his product to deliver the promise. In SGM we do a lot of "Braggin'" but very little "Backin' up".
When SGM first came on the national scene in the mid 50's it was represented by groups like The Blackwood Brothers and The Statesmen. These groups were appearing on network television and were being heard by millions of people, and the truth is, they were as good or better than anyone in the secular music world. Let me repeat that since it is the crux of my article. The Blackwood Brothers and The Statesmen were as good or better than any singers in the secular music world. They were accepted by the world because of their talent and ability to entertain and, as a result, were given the opportunity to present the Gospel in song to the world…and the world liked it!
Almost the exact opposite is true today. Very little of the music we now present is acceptable in musical terms and therefore people don't like it and don't buy it, and we are relegated to singing to ourselves. But, if we really are sincere about ministering and abiding by Luke 14:23…who are we fooling?
We are all familiar with the story of the Trojan Horse. The Greeks attacked the city of Troy. They thought the battle would be over in a few weeks but it lasted for ten years. Finally the Greeks built the Trojan Horse and presented it as an offering to the Goddess Athena. The Trojans took the horse into the city and, late at night the Greeks who were hidden in the horse opened the city gates from the inside and the Greek army came through the gates and took the city of Troy.
THE TROJAN HORSE OF SOUTHERN GOSPEL MUSIC IS RADIO PROMOTION!
This "scam" has come into our industry and opened the gates to allow access to any Tom, Dick, and Mary who can pick up a guitar. We are over-run with companies that will sign them on to do a recording and radio promotion and, before you can say "rip-off", they're sent out to radio. This is not to be confused with custom recording, which actually serves a purpose by providing product for artists to sell. But when it's tied to radio promotion…it's a "scam".
In the world of music, record companies make their money by selling recordings to the buying public. This is their main source of revenue.
In SGM we feed on ourselves. The companies of which I speak make little or no money by selling product at the retail level. They make their money by bringing in one group after another and selling them a small order of CDs and radio promotion. The only sales made are what the group sells at their appearances, which averages about 500 units per year. The companies could not survive if the flow of groups stopped, hence the continual hype directed at the artists. Because there is no attempt to reach the market place, all the revenue is derived by selling to the artists. It's a never ending cycle, and the down side is that the groups have bought into this "gobbledygook". The result is an industry that is flooded with ill-prepared, poor singing, artists, and a radio industry that is mostly comprised of low watt stations that serve as much purpose as sending our music to chicken coops and gas stations.
We could move SGM forward 20 years by stopping this foolishness, and the key to doing that is EDUCATING THE ARTISTS.
I had a part time group in my office that had three songs on the charts in one year, one in the top 12.The only sales were made by the group. In terms of benefit to the group, the result is ZIP!…ZERO!...NADA! They are still struggling.
In my opinion, the only radio promoters that are worth anything are the ones promoting artists that have exposure at the retail level.
Here is the heart of the matter. Radio Promotion, The Trojan Horse of SGM, has opened the gates to these artists and created an industry of "Mutant Ninja Singers" with a gene missing…the singing gene.
How many artists in SGM are on a par musically with the secular music world?
How many artists in SGM get up every day and work 6 to 8 hours perfecting their singing?
How many artists in SGM understand music?
How many artists in SGM can actually sing? The answer to all these questions is…very few.
The reason there is not much SGM in bookstores is that it doesn't sell. It doesn't sell because it is poorly sung, poorly produced music that appeals to a very small market.
The SGM that I cut my teeth on was wonderful. The men and women that were our pioneers were passionate about their singing. Sadly, that is no longer true. The music is still wonderful, but the new breed of "singers" that is flooding through the gate is only interested in "getting our name out there" by getting on the charts. If most of them were put on trial for singing, they wouldn't serve one day in jail. You can promote songs on the radio until the cows come home, but if you can't sing you are wasting your time and money. The real test of a song's success is retail sales. Retail sales and chart position are joined at the hip. It defies logic to have a song high on the charts that is not selling at retail. It also speaks volumes about the current state of our charts.
If your product is not going out to retail stores you have no business sending it to radio. Take the money and learn how to sing. That's how to "get your name out there".
A prime example of this is The Booth Brothers. I have been working with them for about seven years, and I am certainly not implying that I am responsible for their success, but I am proud to say that I had a hand in it. They have had very little, if any, help from radio. They have worked tirelessly on their singing. In the studio their motto is "one more time, we can get it better, please, one more time". Today they are one of the top artists in Gospel Music.
We can argue the pros and cons of improving SGM all day long (as many obviously do), but the real, rubber meets the road, TRUTH is that until we address the lack of talent that has permeated our industry, chances of improvement are "slim to none".
We can also debate the changes that are needed, but that is not my argument. I DO NOT WISH TO CHANGE SOUTHERN GOSPEL MUSIC! I LOVE THE MUSIC! I WANT TO MAKE THE MUSIC BETTER!
What I am proposing is real change in the attitude of our artists, a grass roots effort to educate our artists. In my view we have lost sight that this business is about singing.
It is not a question of changing SGM as an art form; it's about improving the music we love so it will be appealing to others. We need more real singers, arrangers, and producers that actually know what they're doing.
This is not about what SGM is, it's about what it's not…good music!
It's not about whether the music is progressive or traditional; it's about making our art form, our music, our style, musically sound.
One of the reasons the Bill Gaither homecoming tour is so successful is this: if you can't sing you will not be on that stage.
My friends, the scoreboard doesn't lie. It accurately reflects your position. Many losing teams try to convince themselves that a new stadium or arena will bring in the crowd. It will not. A winning team can draw a crowd in an open parking lot. The same is true for you. Are you selling lots of product? Are your crowds good to excellent? Is your date book full? Are you bringing in good revenue? These are the facts that are posted on your scoreboard. You can hide your head in the sand if you choose to, but that will not change the score.
Our industry is rife with companies that will try to tell you otherwise, but the one indisputable truth you can use to assess the merits of their sales pitch is this: Does the company receive its revenue by selling product at the retail level or by selling product and radio promotion to the artists?
Here is a challenge to my good friends Deon and Susan Unthank. If you want to have a chart that is light years ahead of the rest, tie your charts to retail sales. You may only have 15 artists on your chart but you will have the only accurate chart in the world of SGM.
I leave you with this thought.
If the future existence of Southern Gospel Music hinged on a one hour performance by one group to the world…which group would we send to do the job?
I know who I'd send, but let me know who you would choose. I'll reveal my choice and yours next month. You may be surprised!
As always, I welcome your comments.
God Bless You
Nick Bruno
Author: Nick Bruno
| Author's Website: http://www.nickbruno.com/
Written: 01/01/2005
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Category: Monthly ArticlesThe Gospel Truth
Comments: 63
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Thanks Nick for the article. Preach on brother. The radio promotion "industry" is unbelievable and you are spot on. If you don't have a distribution deal and your not singing nationally..then why in the world waste the money? Walk the dog in your area...if you are good enough...and the Lord sees fit to include you in His plan(s)then it will happen. Radio or no radio! Perfect your sound..work, work, work and listen to your singing mentors. It is more than the music. But that is the starting point. Our purpose is to bring God glory..not our group or ourselves. Some of us are more into promoting ourselves than promoting the message. We are to praise Him...Some of us are using "loud clanging cymbals" to offer that praise. Give it a rest. Stop trying so hard. Sing to your "mama and them" and leave the rest of us alone. To your question: I would send several groups to secure the future of SGM...headlined by the Gaither Vocal Band (with Mark Lowry), The Booth Bros.(I'm not sucking up) The Cathedrals, Karen Peck & New River, The Martins, Greater Vision and Lordsong! Each has there own unique style and sound which is all SGM!! I didn't include my group..we're not there..close, but not there. God Bless!
Nick,
Nick,
I forgot to vote for the groups that I believe are "getting it done." Just to name a few - GOLD CITY, LEGACY FIVE and GREATER VISION.
I totally agree with all you've said! I will also add that these are the same sentiments I have observed on message boards presented by artists like McCray Dove and Ben Harris. Both men are passionately committed to seeing quality return to SGM.
Good article.. on the money. I will remember this the next time "Buck Bob and the Singing Christianaires" appear on a comp disc.
I enjoyed this article. I thought I was the only person who disliked half of what I hear on the local Christian music station. I often swith off the radio and turn on a CD. The only program I am assured will be quality selections is the Gaither hour.
Great article Nick! Strive for excellence artists!! I have ticked off many a local artist in my listening area because I would not play their music that didn't come up to my picky standards. I do try to explain that I only have 3 hrs a day to bring SG music, and I don't want people to hear anything that does not reflect professionalism in SG---My choices would be Signature Sound, Mercys Mark, the Booth Bros and the Dove Bros.....
Great article. As far as what one group, that is hard to say. It seems that the Crabb Family has gone "outside the box" from a business standpoint and been successful (as far as I know-which is little). Gerald Wolf seems to be one of the better singers technically (O Holy Night comes to mind). So, what one group could be succesfull in retail sales and provide correct, technical and spiritual singing? Even though there are a lot of groups/artists I love, no one comes to mind. Let me think a while.
Nick,
Another great article, Nick. I appreciate your wisdom and candor in discussing the current issues facing SGM. I can only hope that enough artists will read your article and understand what you are saying. Unfortunately, I’m afraid there will be many that think you are preaching to “all of those groups” and that “our group is one good song away from making it big”. Not to be a discourager, but many groups need to take a hard look at their scoreboard (their financial books, their date book, the number of decisions for Christ, etc.) to determine where they fit into the SGM industry. I like to think of the SGM hierarchy as similar to the organization of professional baseball. Of course you’ve got the Major League, but you’ve also got AAA, AA, A, and the Rookie League. Not everyone that plays professional baseball has the talent to make it to the Majors, but they have enough talent that someone, somewhere will pay to see them play. I believe we have too many Rookie League, A, and AA groups thinking they can buy their way into the Major Leagues by signing with the right agent. Relating it back to your article, the only person benefiting from that relationship would be the agent. Only in this case, the agent would also be the team owner and the player would be paying to be on the team. I know the analogy isn’t perfect, but I hope the point is understood.
Scot Eaves
Mr Bruno,\
Great article Nick. Dead on accurate. Your preachin to the choir here, but preach n brother maybe someone will begin to listen. As to group to send, thats a hard choice. But if I could send just one it would probably be Palmetto State.
Excellent and thought-provoking article, Mr. Bruno. You have made a ton of very serious points to consider. As to one group to present SGM to the world, this alone is a fascinating challenge. I know a few who I would NOT send....but here are a few of my choices;
Dear Nick : I have known you for a long time,I
I agree with the general premise of this article -- that in order for things to be better, the quality of what we do must improve. However, I want to point out a few things that tilts the scoreboard in favor of other genre that may not be in our best interest.
As usual, your column was thought provoking. Having been taken advantage of by some of the so called record companies in the past, I now can see your perspective, however, many times, some quality talent gets buried on a compilation full of lesser talent.
Brother Keith;
Crabb Family or Mercy's Mark....but if picking only one, it would be Crabb Family. they have the retail sales.
Great article again....
WELL THAT IS AMAZING.
I disagree with your atricle. When The Crabb Family started they used 3 or 4 radio promoters. They have realized the importance of radio and radio promoters (but I will say that they are probably the best radio promoters at this time
. Without radio marketing you WILL NOT get into retail. Go ahead and practice, practice, practice but I don't think that you're drawing a crowd in your living room. There are a TON of quailty groups out there doing awesome projects but keep getting overlooked, why is that? My feeling is due to a lack of radio promotions. Nick,
Nick, Nick, Nick.......... Let me just start by saying everyone responding to your article has named over 100 different artist and you want to limit the industry to only 15?!?!?! What gives, last month we were not doing enough as a whole to promote SGM this month we need to scale back the artist cause if you ain't on a BILL GAITHER video you SUCK!!! LOL .... Everybody likes to quote the Bible so here goes one " A double minded man is unstable in ALL his ways " I think this should STIR THE POT fer ya.. Good OP-ED anyways..
I'd send the Gaither Vocal Band with their full music band that appears in the Homecoming videos providing the sound . . . Williams, Burger, etc. I'd have them sing stuff like "Hide Thou Me," "I'm Gonna Sing," and "He Touched Me" . . . in other words, a mix of the classics and more recent songs they've introduced.
A very interesting article, Nick. If I could pick one artist/group to represent SG, I would pick...(drum roll, please)Hope's Call. Here are some reasons why:
Itsjustmeinhere offered some valid challenges to Nick's position, IMO. No one can argue with the success of the Crabb Family. However, at the same time they came to national attention with songs like "Please Forgive Me," I could already get their products from the national distribution arm of Daywind, New Day Distribution and put them on the shelves of the retail store where I worked. It takes availability to retail to launch a new group.
I've been reading Nick for months now, and I don't believe he ever said "NEVER, EVER use radion promotion!!". He uses radio himself in his own record company. I think his message is obvious, unless you just sorta skim through them. He is saying "Don't think you can use a one time shot a radio promotion as the FOUNDATION of LONG TERM CAREER (key words) in SGM. How in the name of ABC is anyone missing his point? You don't seriously think he is telling us all to practice, practice, practice in our living rooms... are you? It's time to get serious about SGM... and here is someone who is simply trying to tell the truth.. and maybe educate some of us who are not familiar with what goes on behind the scenes.
When people start slinging Scripture around, the way "SGM is the Best" did, I can't keep silent.
Lindsay, you are right on! The old Couriers would have indeed been THE group to send out to the world to represent gospel music(particularly the quartet!)! In fact, they had more than one opportunity to join the world of secular music, but resisted because of their mission and purpose!
I don't claim to be any kind of "insider" to SGM, although I was in one of those "part time" groups for 33 years. I can understand and agree with what Nick was saying about radio promotion. I just wanted to mention something that I haven't seen in these discussions, and that is live appearances as a measure of a groups success. I form my opinion of a group and buy their product from live performances, and I believe I have lots of company. If I enjoy a group, I will drive 200 miles to hear them. If I don't enjoy them, next time I'll leave that seat to someone who does.
MIKE, MIKE, MIKE,.......take a deep breathe and switch to decaf....it's just an opinion!!! LOLOLOLOLOL...
Ah, but "SGM is the best" your "opinion" if that is what you want to call it, was built on distortion, inaccuracies, and exaggerations! Maybe, like at CBS some people should be fired from your writing team.....
Nick, I have read with great interst your artical and the many different comments. I have been in Gospel Music all of my life, starting singing when I was 8, traveled a few years in the late 70's with three of my sons, worked in Gospel Radio now for almost 20 years, 10 of those managing a smaller FM in the Ozarks, now with a 100,000 watt station broadcasting Southern Gospel Music.
Nick,
Nick:
Agreed! Bring back the Statesmen, the Blackwood Brothers, and the Cathedrals. So many groups heard in concert and on the radio today cheapen the faith and bring embarrassment to the industry. Southern Gospel, SAD to say, is a dying breed which can only be salvaged by quality control. All industries fail without it!
You are standing on my "Soap Box" this month.I have been preaching that same sermon for years now but you said it so well, thanks! That is one of the many reasons I got into teaching voice to SGM singers.I can't find another music industry that needs vocal training more than SGM does. Thanks for speaking out. We appreciate you.
George,
Nick,
Another great article Nick, I can hardly abide some of the so called artist that are played on the radio in this area. Preach on Brother!!!
Brother Nick--
In answer to What Andy wrote, I agree.
It seems to me the only people who have problems with what Nick says is those who feel threatened by some hypothetical reaction of the industry is "they" actually implemented Nicks views. I for one would welcome it, regardless of where it would put my own group. At least the health of our industry would be far better. And as to the number 15, I doubt seriously the chart would be that big.
I agree with your assesment. As for grps.I would send Signature Sound, Gaither Vocal Band,Booth Bros. Dove Brothers and of course have to add the Hoopers.Soloist would be Ivan Parker and Mike Bowling.
In a side by side comparison of the Christian music industries, I have heard praise and worship "I can Only Imagine" cross over to the local light rock station, Michael W. Smith has had a number of pop cross over hits, then country music, the closest secular contemporary to sgm, has not had one sgm cross over artist.
I think SG has more raw talent than other genres. It is one of the few styles of music that is focused more on the music than the visuals.
I can't help but agree with Steve that our Industry must attract new people to our style of music. But, our music must be done well, or those "taking a look" at our genre will get the wrong impression. It is incumbent upon each artist to properly portray our music to those who "wander by" to take a look.
I am amused that some would agree with Nick and then offer as "the group" they would send to represent SGM, an artist who is country gospel rather than SG. Does the audience really not know the difference or is it that the music has changed to the point I don't recognize it anymore? Granted I am not a country style fan, but for the life of me I don't understand the lack of understanding of what SG really is. Sure other forms have been grafted in thru the years, but for the purist, most of it is a long way from SGM.
Cliff, you made my day, man. Thanks so much for your kind words! BTW, I checked your web site, and your new project is great. I tend to be a traditionalist when it comes to SG, but I found the different styles on your project delightful!
Nick, thanks for taking your valuable time to give us the straight talk. too many times we listen to the sugar-coated stuff and believe it. we all need to work hard at getting better, every day.
Nick,
"They were accepted by the world because of their talent and ability to entertain and, as a result, were given the opportunity to present the Gospel in song to the world…and the world liked it!Almost the exact opposite is true today. Very little of the music we now present is acceptable in musical terms and therefore people don't like it and don't buy it, and we are relegated to singing to ourselves."
As usual, great article Nick. I remember now one of the reasons I got out of 'Christian' radio. I loved Southern Gospel music and most product I received from record companies was GARBAGE!....Without a doubt the most talented, professional, entertaining and dare I say 'spiritual' group today is the Gaither Vocal Band. David Phelps and Guy Penrod can hold their own with ANY singers in any form of music!
Oh, so true. Honesty and truth can be painful
So many comments...I hope you don't mind me coming back for a second helping. The reason I enjoyed the Kingsmen was that they could light up an audience really fast, and that despite the fact they came across as a "snort and stomp" type of group they had to know what they were doing as well as some of the more "polished" groups. Their personna was part of the presentation, tho' Nick, you know better than I. I never had the privilege of getting to know them at that time.
Nick, your article is right on the mark! I grew up in South Carolina and my parents would take me to concerts all over the area. We would go see groups like The Happy Goodmans, The Kingsmen, Inspirations, Dixie Melody Boys and the Florida Boys. As I grew up, I continued to listen to SGM. I now live in Central Florida and the only SGM we have here is a local church affiliated AM station. The church station refuses to play current SGM of any group other than the Inspirations and one Greater Vision song. So in order to fill my hunger for SGM I have to visit bookstores and concerts. The Hoppers are in town 01/29/05 and there is a Gaither Homecoming Tour concert in Orlando the same night. The Gaither Tour comes pretty close to filling up the TD Waterhouse Center in Orlando (18,000) with NO RADIO AT ALL in the area. We need it bad in Central FL.
Having read most of the posts I have come to a strong conclusion: "As some have stated, many do not even know what Southern Gospel is anymore." To list the Crabb Family as one of the best is ludicrous! They aren't even Southern Gospel and are a very bad representation of good music. At best they are a bad country/pop group with some gospel words. Oh yes, they have had big songs and made a lot of money, but that doesn't make them the highest quality or a good representation of the godly part of Southern Gospel music. I wouldn't list the Gaither Vocal Band as SG either though they do sing some SG songs. They are a true mixture of "whatever goes".
Actually, your article is what is wrong with SGM. I agree with you about the "scam" radio promotion companies put out and I agree that not every "Tom, and Mary who can pick up a guitar" should be sending music to radio. But there are a couple quality independent groups out there are making it but the industry will not accept them. I know a group that is selling close to 30,000 units a year in churches alone. They have no bookstore sells, they are not with a label, and they struggle to make the Top 40. But in the areas where radio actually plays them they are extremely popular. Radio will not play them because they are not known as a "popular" group. Record labels do not want to deal with them because they are not "popular" enough! Yet when they sing with "popular" groups, they sing circles around them and out sell them at the product table.
On the flip side, remember that many a famous secular artists CAN'T SING! Much of their success stems from their physical appearance, sexual influences, and behavior. It's sad, but true. We don't need to go too far in trying to "appeal to the masses."
I would like very much to have the words and music to the song "I forgive you" I can't find it anywhere. Thank's so much.
A very intersting and compelling article. First of all, from radio's perspective you are so correct. Certain "promotional compilations" get a "OH NO!" response and zero attention, other than to see if you can hit the big trash can from ten feet away. They can be aerodynamic.
I have worked off and on in southern gospel radio since 1982. At present I am operating internet station wjwradio.com. During my early days in southern gospel radio there were few stations playing that format and few groups reaching the Singing News Chart. For all the criticizm I am hearing about the quality of music being released, I wonder if anyone really wants to return to where the industry was 20 to 30 years ago. The station I worked at played 30 minutes of southern gospel per day and that was more than you would find at any other station in the area. Today there is a full time 50,000 watt southern gospel station in my area and it has been very successful. In addition there is also a satellite service called Solid Gospel heard at several stations throughout the country. Another station I love to listen to when I travel through the Knoxville TN area is 96.3 WJBZ which is all southern gospel. As program director for wjwradio.com, I get several compilation cds and preview every song. There are songs I am unable to use, yet it is surprizing how many good songs I find in the midst of the bad cuts. Sadly, most will never chart simply because the groups do not have the name recognition. While southern gospel music does have it's problems, it has grown a lot over the last 20 plus years. One thing I believe would help this format to gain a nation-wide fan base would be for it to be added to xm and sirius satellite radio. I have been trying to get xm to include southern gospel in their satellite service (they already have 2 contemporary Christian stations), but so far to no avail, although they do have a channel called enlighten on the internet now. If more people would request this be added to their satellite service and support xm when they add it I believe the fan base would greatly increase which in turn would boost sales of southern gospel cds. As far as favorite groups, my personal favorite is the Whisnants. I also like the McKameys, Crossway, Legacy Five, Lordsong, Gold City, the Crabb Family, Poet Voices and just about anything southern gospel. I do not agree with those who want to put southern gospel in a box and would say if you are not a traditional quartet you are not real southern gospel. It is the variety of all these styles that I enjoy.
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