The Industry Formerly Known As Southern Gospel, Monthly ArticlesThe Gospel Trut

Dec

2004

The Industry Formerly Known As Southern Gospel

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THE INDUSTRY FORMERLY KNOWN AS “SOUTHERN GOSPEL”

I'd like to begin my article this month by letting you read a letter I recently received from a person whom I'll address as Mrs. Smith. She kindly granted me permission to reprint her letter but asked me not to use her name.

Mrs. Smith is a Christian lady with some honest questions that I believe need to be addressed. She has no ax to grind, and no one to impress, and her frankness is refreshing.

I'll reserve any further comment until you've had a chance to read her letter. Here it is in its entirety.

Dear Nick,

I recently stumbled (keyword) onto the Southern Gospel News.com website and was intrigued by your articles. It seems to me that you are someone who is interested in improving your industry and so I have some questions for you. I hope you are not offended and don't mean to be sarcastic, even though my questions may sound that way, my only motive is to give you an outsiders view, so here goes.

#1 why do you call it “Southern Gospel Music”?

This is an honest question…I'm not being silly. I hear the term “Southern Gospel Music and I'm confused. Is the name a description of the TYPE of music? Is it? Then I'm more confused. Which word is the adjective “Southern” describing – The Gospel or the Music? Obviously the Gospel is not confined to the South…there is no such thing as the Gospel of the South. Jesus came for the whole world, not just the South, so evidently you are describing the MUSIC as “Southern”.

So then I wonder, what is “Southern” music?… Is it “Country”?… Is that another way of saying “Country”? Then a more accurate name might be Country Gospel Music…no? But this is even more confusing to an outsider, because the music is not actually “Country Music” either. When I think of “Country Music” I think of Alan Jackson, Vince Gill, Martina McBride, Faith Hill. There are not many quartets in Country Music…a few here and there…but, Country Music is more about soloists…so then the type of music is not Country…which leaves me confused about what it really is. Is it Bluegrass ? Barbershop? Southern Barbershop? , Or I wonder if the obvious meaning of “Southern Gospel Music” is that you must be a Southern person who loves Gospel Music in order to feel part of this group of music? Is that what it means? Southern (people who like and perform) Gospel Music. Isn't the first rule of marketing having a succinct, precise name?

This leads me to another question.

#2 Why continue to describe yourselves as something that is so exclusionary? The name is very exclusionary.

Frankly, when I go to a Christian bookstore to buy a new CD, I don't even look at “Southern Gospel”. Honestly, I wouldn't know what to buy or whom I might like, which leads me to the third question:

#3 Where are y'all hiding?

Except for Bill Gaither and what he's done, nobody in Southern Gospel Music seems to care about reaching the mass audience. I never see an advertisement anywhere…and I'm a voracious reader… magazines, books, newspapers, etc. I read lots of Christian magazines…I never see an ad for “The Sunset Five and Bobby” or any other Southern gospel groups. It's almost like you guys are hiding yourselves… like a little club…that doesn't want any new members. I'm a Christian writer, heavily involved in Christian media, someone who loves music and the Lord, but the truth is that although I've spent thousands of dollars buying music in my lifetime, I realized a few days ago that I have never purchased ONE Southern Gospel recording. It surprised me to realize this. I was reading your column and it was another world to me. I don't know any of the artists by name, and I don't know any of the songs. I'm constantly in church, listening to radio, scanning the dial for Christian music, and I never stop at a station that has quality music on it that happens to be Southern Gospel. If I'm someone who is almost completely unaware of Southern Gospel Music, what hope is there for the rest of the world?

It's like you guys are an extended family – which is great – you know each other, you know about each other, you talk about each other, but the world is not something you seem interested in inviting into your little clique. If a person is not familiar with Southern Gospel Music, chances are they (like me) can live their entire lives watching TV, buying books, reading newspapers, shopping at Wal-Mart, and not even be AWARE that an industry called “Southern Gospel Music” exists. Why is this? Isn't the whole point of the Gospel to get it “out there”? Isn't there anybody in your industry who wants NEW customers, NEW fans, NEW blood? Evidently not. I'm being completely honest here, if I had not stumbled onto the Southern Gospel News website, I wouldn't know anything about Southern Gospel Music…it would be like Russian Folk Music or Himalayan Monk Chants…I would know that somewhere people were doing this music, but I wouldn't know where or why.

I've never had enough of an interest to purchase a Southern Gospel product. Could this be because there is never a moment in my daily life that anyone in Southern Gospel Music has ADVERTISED TO ME WHERE I MIGHT ACTUALLY SEE THE AD? Americans are used to being advertised to. Why do you only advertise to one another? It's worse than singing to the choir – you guys are paying to sing to the choir. Which brings me to my final perplexity…

#4 Are you interested in expanding your industry?

Maybe you aren't. Maybe you just like being a group of a few thousand people who know one another and sing to one another and advertise to one another. Some clubs want to stay small. Are you one of them? Do you honestly believe that the world is VERY excited about male quartets? Seriously, look at the media, look at TV, look at the record stores, there is a very small percentage of music being sold today by four men in matching outfits singing in harmony. Is it a sin to be a soloist? Is there something anti-scriptural about duets?

Look at the music industry. Not because we want to be like the world, but to see what the world likes. The world likes music. The world likes soloists…and duets…and on an occasion, a group. There are some POP male groups, but they don't last very long. The members soon branch out to solo careers. How many of the top selling CDs in America are four men singing harmony? Yet…Southern Gospel doesn't promote it's young soloists, or duos.

You'll be glad to know that I've read all your articles and I must compliment you on your writing. You seem to have a passion for your industry and for excellence. I pray that your peers will understand and be moved to action.

Please let me know if I can ever be of assistance.

Sincerely,

Mrs. Smith

My friends, the recent national election proved that many times the decision makers THINK they understand the masses…but they don't.

Our industry's direction is influenced by a handful of people who refuse to let go of the past. They make silly rules about who can sing and who can't. They refuse to allow new musical ideas and cater to artists that have long since passed their prime. The time has come to begin pruning our industry. Pruning causes growth. We should realize that there is a great big world out there that would love our music, especially if they heard some of our newest, brightest talent.

Mrs. Smith didn't have to take the time to write me but I'm sure glad she did. I realize that many will not agree with her, but I think it's about time we started talking about some of these things.

Perhaps it's time to re-package our grand old art form and get it out to the world.

What do you think?

I welcome your comments.

God Bless you,

Nick Bruno

Reader Comments

I hate to be scammed! I value integrity and honesty. With those expressions of my value set in mind, I address my response to "Mrs. Smith," Mr. Bruno and anyone else who cares to read what a "real" person has to say.

First, addressing "Mrs. Smith's" questions:

#1 why do you call it “Southern Gospel Music”?

I'm 58 years old and have been listening to this music since I can remember. That's about 54 years. Back in 1950 we in Texas called it gospel music. The only other type of Christian music we ever heard was black spirituals. Being that young, I cannot speak for what you may have called the music in your area, but black spirituals were NOT called Black Gospel at that time. Remember, the term "black" had not yet been applied to the Negro race.

There was no category such as country gospel but most country singers included gospel songs in their performances and frequently released a project that was all gospel.

As the culture began to change in the 60's, black performers began to call their music "gospel music." At the same time, there were people writing a different type of gospel music and calling it contemporary gospel. To maintain an identiy, we began calling our particular type of music, "southern gospel music" because it originated in the south and seemed to have a much bigger audience in the south although there was a large audience on the west coast. I suspect this was primarily due to the large numbers of southerners migrating to the west coast in the thirties and after World War II. So, the answer, "Mrs. Smith," is that it clearly gospel music that began in the south and had to change it's name to save it's identity. Surely, since identity is so important to you, you'll understand. But, imagine a writer who doesn't want her name known. Interesting. Your judgment, "Mrs. Smith," that SGM isn't succinct may be accurate. However, I submit it's no different from many of the other styles of music to which you might listen. Hard rock doesn't refer to a diamond. Metallic rock doesn't indicate the music has much to do with metal given it relies more heavily of large amounts of electrical current. Comparatively, I'd say southern gospel music is a bit more succinct than these and other examples I won't include for brevity.

#2 Why continue to describe yourselves as something that is so exclusionary? The name is very exclusionary.

Why would you say the name is exclusionary? Your stated reason was that you don't think to look for it in a record section and then blame the SGM industry for being exclusionary? I'll assume after reading my explanation you'll agree it is not and go on to your third question.

#3 Where are y'all hiding?

Interesting question from a writer who doesn't want to expose her own identity. In fact, this is where your agenda starts to become apparent and your integrity becomes suspect.

We do operate a bit like a little club. And we are quite like an extended family. And the family debates the merits of these behaviors, often.

That you've never had enough interest to purchase an SGM project is not surprising. That normally happens when people don't like the music (I've never purchased a punk rock project, for instance.) and have no desire to learn what it's about. (I have no interest in learning the social or spiritual benefit of punk.) And surprisingly, I've seen lots of promotion for that and other types of music I'm not interested in without ever buying a record or CD.

On the other hand, I've never told anyone in the rock industry how they should market their music. Nor have I told them how exclusionary I think they are and that they are the reason I've not purchased a project. I prefer to make my own decisions about what I'll buy and not place the responsibiliy on the advertising effort of an industry.

Now, I do believe in the value of advertising. And, believe it or not, I think we should do advertising OUTSIDE our own publications. But given the nature of the message, not many artists are willing to give up control regarding how their efforts as a messenger are couched.

#4 Are you interested in expanding your industry?

Duh! Yes. But because you, as a self proclaimed outsider who has never bought a record and only read this site, to tell this industry we are going about it all wrong doesn't necessarily make it so. I'm pretty sure the rock industry wouldn't listen to my railings about what they are doing wrong. And for good reason. What credentials give merit to your suggestions to the southern gospel industry? Are you sure you are not a disgruntled SG soloist?

I appreciate some of the topics you bring up. Maybe someone will be motivated to follow your guidance. However, given the limited nature of such guidance, I hope you'll share more. Maybe, as you imply, we are an ignorant bunch. If so, we need an informed, intelligent person to guide us. You seem to sense you are well equipped to lead. Go for it.

Mr. Bruno, if this letter is real, I'm surprised you would endorse it so. If, it's not, I consider it a scam with little if any intergity. While I am suspicious, I really do not know the validity of the letter. But, as stated above, I sense an agenda exposed by the "writer" that causes me to be suspect. However, I submit the letter is a great way to get some attention to your column. Nice stroke!

BTW, I like your writing, also.

Commented by .(JavaScript must be enabled to view this email address) On 12/02/2004

Mr. Ghormley, you stated, "Interesting question from a writer who doesn't want to expose her own identity. In fact, this is where your agenda starts to become apparent and your integrity becomes suspect."

I find this an interesting statement considering all the attention anonymous blogs have been receiving lately. Do you hold the same standard to them as you do to this lady? Or is it perhaps that it only applies when one is in disagreement?

Keith A. Ray

Commented by .(JavaScript must be enabled to view this email address) On 12/02/2004

[Deon] John, why is it that when people give us straight, honest, eye opening thoughts, we in SGM get offended and defensive?

Straight and honest? Both could be questioned easily. However, let's let that lie for a bit and concentrate on the "eye opening" part? Is this news to you? Both you and I have read and participated in similar discussions in the past. Who has been blind? (Okay, so I'm half blind. *grin*)

[Deon] Just so you know, many, many people know exactly who all of the Country artists are and have NO IDEA who any of the best known SGM atrists are.

I can only say thanks for enlightening me of that fact but I have no clue how it relates to the points made by the timid "Mrs. Smith."

[Deon] Southern Gospel does not have most doors CLOSED to them, we just want to stay in our little box and never open any doors. For us to go through a door into new territory, the door must be wide open and we must be pushed through it crying and screaming all the way.

I'm not sure what doors you refer to but as an SGM industry insider and a group manager, why, my friend, are you not following your own advice?

[Deon] It's time we saw from things outside that box, as Mrs Smith pointed out, instead of viewing the things from inside that little box we are in.

Again, what's new here? But if your eyes are opened, then plunge forward, my friend. I'm just a fan, so I'll watch you lead.

Commented by .(JavaScript must be enabled to view this email address) On 12/02/2004

[John]I'm not sure what doors you refer to but as an SGM industry insider and a group manager, why, my friend, are you not following your own advice?

Well, my friend, we are and I do.

Perhaps you should make plans to attend our Annual Fan Festival this year? You might get a chance to see some of that advice in action.

Commented by .(JavaScript must be enabled to view this email address) On 12/02/2004

Nick,
Thanks for the article. Southern gospel music is very ministering and a lot of fun. We have a great time in the Lord and I want to share that. Maybe Mrs. Smith is right, maybe were not letting others get to know us. You know the harvest is not gathered on the mountain top, you have to go down in the valley most of the time. Thanks for the reminder.. God bless

Commented by Jason Powell On 12/02/2004

I agree with John for the most part.It is like in our area,we are struggling to keep a radio station open that is playing Southern Gospel Music,but a lot of people in our area are supportive of Southern Gospel Music.I feel Mrs.Smith was just a tad on the sarcastic side,but why is left to be known.I agree that we could call it 'Just Gospel Music',but it's not 'Just Gospel Music!'It's Southern Style!
Blessings,
CarolanFreeman
http://www.carolanfreeman.com

Commented by CarolaFreeman On 12/02/2004

I agree with John For the most part.We are not a click,really,but people do not get to have access to Southern Gospel music like they need to,because some areas do not have Southern Gospel radio,which limits our style of music,but perhaps Mrs.Smith just needs to understand that we are different from country music and the spice of life in it,which is 'Jesus!'

Commented by CarolanFreeman On 12/02/2004

Deon,
I have to disagree with you about Mrs. Smith. I did not see any of her thoughts as STRAIGHT, HONEST, or EYE OPENING. What real questions did she raise that this industry has not been addressing for many years? Everything she had to say has been discussed right here on your message boards. There's nothing new about her comments.

Certainly, we all want Southern Gospel Music to grow. We want to go through any open doors that will bring positive growth to our industry.
Trust me, any door God opens for me, I plan to go through it! But I'm not interested in creating doors of my own to kick down.

Mrs. Smith's letter seems to suggest, in a very degrading tone, that we (the participants in "Southern Gospel") are on a quest to stay an elite club and not let anyone else in. She even goes as far to say that she has never heard good quality music on any Southern Gospel radio station. Obviously she has heard it, and does not like it.
I agree that there is some poor quality Southern Gospel music out there. But bad quality products are not exclusive to Southern Gospel. Every style of music has it's share of bad apples.

She also attacks the Male Quartets, by saying that it just does not appeal to large music buying audience.
If that is true, then Polka Music needs to get rid of their accordians, Latin artists need to stop singing in Spanish, and Bluegrass artists need to lose the banjos. You don't find any of those things in big selling "Pop" or "CCM" recordings.
Male Quartets are just a well loved part of the variety of styles under the Southern Gospel unbrella. Trios, duets, and soloists are indeed welcome. Quartets are by no means the reason our industry is considered small.

Did you know that Southern Gospel radio stations far outnumber any other form of Christian Music radio? How small is that?
The Hinsons, Heaven Bound and the Florida Boys all performed at New York City's Carnigie Hall, long before Bill Gaither shot a video there.

Did you know that Gerald Crabb was the BMI Gospel Songwriter of the Year. His songs logged more airplay than any other Christian writer from any style of Christian music. That's how he won. Nobody voted on it.

As far as Southern Gospel only advertizing to ourselves; to whom does CCM advertise? Themselves! Once in a while you will see a Major CCM artist in Billboard or other secular publication. But you'll only see the artists with the biggest budgets in those places. The rest of the new folks have to settle for Comtemporay Christian publications. Before advertising became so expensive, there were Southern Gospel ads in Billboard. I've have seen several of those old ads from the 1970's, of the Happy Goodmans for sale on Ebay.
It's been many years since I've seen CCM artists advertise in Southern Gospel publications or set up booths at NQC. I could not name one song that has been in the top of the CCM charts this year. But that's not because they don't advertise properly. It's because I don't read those publications.
CCM artist advertise to the people who are most likely to buy their music. That is exactly what Southern Gospel does.

We can talk about how bad and small our industry is 'til Jesus comes, and nothing will change.
Each of us need to start the change in our own ministries, and businesses. We need to strive for excellence in every area of our own lives. When enough of us in the Southern Gospel start doing that, then positive changes will happen.

Commented by .(JavaScript must be enabled to view this email address) On 12/02/2004

Great article as usual Nick.

Commented by jwcjr On 12/02/2004

Why are we quibbling over why Southern Gospel Music is called what it is? As has been said it originated in the south--isnt that enough? A rose by any other name is still a rose--and thank God Southern Gospel is still Southern Gospel.
Sure like any other industry, Southern Gospel is run by human beings -- so we are going to have short comings. But as has also been said, the State of our great country, the United States of America is not good. But it still far surpasses whatever is second best. I feel the same goes for Southern Gospel Music. And I say Southern Gospels singers, songwriters. promoters -- everybody!! Lets keep it that way!!!!

Commented by .(JavaScript must be enabled to view this email address) On 12/02/2004

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