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

A quick comment for 'my man Dan':
I beleive the future of SGM will be a whole lot brighter if more people in the SGM racket had your outlook.
I would also like to thank Mr. Bruno (if he even reads these comments) for the opportunity to voice our opinions.
I have a passion for Gospel music (although I am a secular artist). I started in it, and I've seen many of it's pitfalls. I have stayed away from saying anything to anyone in SGM, simply because -- when I was active in it -- I was always admonished to keep my opinions low key..."Don't wanta offend the wrong people! You'll get blackballed." (Of course now it doesn't matter.)Gospel has some of the greatest talent on the planet, and it brings hope to the hurting. Yet it has been squelched by a few of the top dogs (with funny hair), who really dig themselves -- and aren't afraid to let you know it. I would've never lasted in the past. But I'm so glad to see a final break in the ice. SGM has a great future! Thanks to people like Nick-o and Dan.
Anyway -- thanks. God bless...

Commented by Kevin Wicker / Progress Music Nashville On 12/31/2004

Let's consider Country music.
It started as a radio show in the 20's. Hokey pokey fiddles and unkept hillbillies sang songs about trains, trucks and mama. The Grand Ol Opry was a favorite radio program for rural Southerners only.
It wasn't until some people from Chicago and other major venues began to say "Hey, let's make this Opry program a national show. But in order to pull this off, gang, we gotta give it a little more culture and appeal."
So -- instead of being high and mighty about it, and getting their feelings hurt -- the boys running the Opry said, "Alright Mr. City Slicker. You tell us what we need to do, and we'll do it."
Yeah, they had naysayers. But because a buncha hillbillies decided to expand their thinking on the matter, the show exploded coast to coast, and opened a LOTTA doors for the artists. And Country is what it is today because of that first step.
In the early '50s, lotsa folks criticised Hovie Lister when the Statesmen decided to team up with NBC and Nabisco for a televised national show, and TOOK IT OUT OF THE CHURCH. But look what happened.

You can say that about any genre that has ever won a mass audience: it adapted to what the public wanted to hear.
Yeah, Bluegrass had a recent explosion, thanks to Mr. Clooney and the folks over in Holly-vegas. Ol' gullible John Q. Public ate it up, and it became a sensation.
As it stands now, Southern Gospel could be a good novelty -- like being featured in a movie about some kid who sang Southern Gospel music and became a famous President (highly unlikely). But as far as making a real impact on the music world and society, it's gonna have to make some radical changes.

Could it? I don't know. I liken it to an old small-town, family run, First Baptist church -- in Anywhere rural South USA. It's got the capacity to hold 1000 people, but it's got about 20 members.
The only way it will change is when the old blood dies out, and the remaining visionaries take it to another level and get involved with the community. Other wise, it's deader than a hammer, and it has the impact of a wet paper bag.

Go to any gathering sponsered by Southern Gospel. Look out over the crowd. Lotsa grey hair, huh. I think it's great -- if you're over 55.

Let's wake up and think about how we can expand our reach. Let's get some people out there who LIVE FOR GOD, and put some actions behind our lyrics -- instead of coming up with clever little hooks! Let's get some passionate visionaries -- who dare to cross a few musical lines and get innovative -- and maybe somebody can break the majors, and open the doors for our artists!!(Mike English, boy , you really dropped the ball on THAT one, my old friend.)

"Well, we ain't part of the world. They just don't understand our kinda music. They can't comprehend the Annointing. We're not of the world..."
EXCUSE ME? Hello. Let's take a good in-depth look at what the Lord did and said while he was here on this planet. Who did he hang out with beside a bunch of sweaty fishermen? Would Jesus like Rock-n-Roll? I don't know. Maybe. He certainly hung out with the Rock-n-Roll crowd when he was here!! GO AHEAD, READ FOR YOURSELF!

WAKE UP, YE THAT SLEEP! Changes are coming to our world, so the MUSIC must adapt to the rest of the society OR fade into obscurity! Either/or. SGM is NOT the exception.
Amen.
Love and Peace..

Commented by Kevin Wicker / Progress Music Nashville On 12/31/2004

PLEASE - Southern Gospel Music isn't and should never be an "Industry." It's a form of gospel in song first developed in the South, and originally referred to mostly as Singing Convention Songs. For those of us who grew up with it, there is no mystery, it's not exclusive of anyone who wants to sing it or listen to it, and there is no need to change the category name - just love it - or leave it alone.

Commented by .(JavaScript must be enabled to view this email address) On 01/01/2005

I think Frances B. Shields has "hit the nail on the head". It seems to me all these people that want a name change have forgotten the simplicity of the gospel/good news. I too, like to think of sgm as ministry not "industry". In reality I'm concerned about the growing number of people in sgm who have left their first love to make more money by new fads and trends that have nothing to do with real ministry [winning and encouraging people toward God]. "Hip hop, punk rock, Hollywood has no place in sgm. I'm not upset that sgm artist are'nt on the cover of Rlling Stone magazine to "open more doors"! Jesus is the same yesterday, today, and forevermore!

Commented by .(JavaScript must be enabled to view this email address) On 01/02/2005

C'mon lets be real.
The Gospel music "ministry" is an industry. It's a buisness. Those of you who think SGM artists are in it solely for the love of it, and are in it solely for the ministry, need their head examined.
You're the same crowd that expects these artist to be thankful for the 'next-to-nothing' offerings you give them -- without taking into consideration that it takes money to keep deisel in the bus, and feed their families. I know because I've been there. Yeah we did it for the love of it, and we loved the Lord. But we were also eating bologna sandwiches and water!
Try getting Bill Gaither for less than $1000! Tell him to come out to your church for reasons you mentioned. They'll think you're joking. I challenge you to do it! Come on out here to Nashville and get in on what goes on with some of these groups that give you the "glorybumps", and see what really goes on!
SGM IS A BUISNESS!! It IS an industry, and if it's to survive, it must expand it's market or it will fade -- because all that is left are the little rinky dink churches (like yours) that won't pay anything: much less buy a CD!

Commented by Kevin Wicker / Progress Music Nashville On 01/02/2005

Mr. Wicker,
By your comments you are revealing where your treasures are more and more. I trust most sgm artist don't have your mentality of worshipping the almighty dollar. I'm fuuly aware that not everyone who sings a gospel song knows God, but there are still those that are in the "business" for the right reasons. We've been involved in sgm on a part-time basis, and yes it takes money to operate, but we have relied on the Lord to take care of us and He has, in spite of stingy people that you refer to. I would encourage you to read Matthew 6:33 as I pray for you to "come to yourself" and get back to the feet of Jesus and rediscover what "ministry" really is all about. I'm sure it's not about simply living and working in Nashville and "knowing the business".

Commented by .(JavaScript must be enabled to view this email address) On 01/02/2005

Rev:
Good point. But it's full of holes.
First, you don't know me, nor can you even begin to understand what I've gone through to get to where I am today (if it's anywhere).
I was brought up in the ministry. My dad was a full Gospel preacher with an awesome Annointing. We came to Nashville while I was just a boy: recording for Skylite records (ever heard of them?), and travelled the South ministering in churches, tents and street corners.(Does your little group go out and sing/"minister" to the hookers and drug addicts? And why not?)
And you say I don't understand ministry? (So why did the hookers call me "little Moses?)
Beleive me, sir, I've spent a lot more lean years in this racket than prosperous. I had to get out of the Gospel world so that I could start making money.
I don't expect you to understand, simply because you don't have my point of reference, nor are you as involved with the music industry as myself.
Until you are prepared to pay your dues, get in the water and swim with the rest of the ducks, you are wasting everybody's time telling them how to live from your LIMITED prespective on the Word of God. Don't use the Word as a crutch to make yourself look good, 'Rev'.
Again, I stand on what I said, because it's the TRUTH. The message of the Gospel is for the people, not just for "the chosen few", who don't want to pay for anything.
It's called "the real world". Look into it.

Commented by Kevin Wicker / Progress Music Nashville On 01/02/2005

Mr. Wicker--
Sorry I offended you. Please accept my apology. You are so right; I don't know your story. I need to stay off these comment stories!

Commented by .(JavaScript must be enabled to view this email address) On 01/02/2005

Rev:
No offense taken.
I have a tendency to speak passionately about the subject, because I spent my entire adolescence in it.
I guess I'm the one who needs to stay off these commentary pages.
I appreciate your willingness and open spirit. It shows the true spirit of Christ. I hope I wasn't too harsh.
May your enduevers be blessed.
Kev

Commented by Kevin Wicker / Progress Music Nashville On 01/03/2005

Hey guys let's look at both sides of this coin. SGM needs to be BOTH a business and a ministry. On the business end we have too many groups that are in the right spot spiritually to minister but couldn't sing if I was carryin' the bucket. These folks need to have the insight to know what their strengths are and concentrate on those strengths to reach the lost. For this reason, those who do have the talent must fine-tune their craft in order to put the best quality music out there to fans and prospective fans of SGM. I can see why Mrs. Smith was turned off by SGM if she had seen or heard some of the groups that I have seen labeled as Southern Gospel. In a business sense we must seek out the best producers and recording engineers that our budgets will allow(There are good quality folks out there for almost any budget), we must rehearse and polish our music and stage presence, and we must use any available resource to move our ministry to the next level. This all requires some degree of business mentality. I think the argument for relying on what God will provide during concerts is a little naive. More and more I see many churches wanting "something for nothing" a FULL-time group can not support their families on just speculation. What about churches supporting these ministries? I am always intrigued when I hear pastors speaking of SGM groups should "take whatever the offering is and be happy with it", yet I haven't met one of them yet that is paid their own salary on that basis. All the ones I have met have a set salary. Why should we ask the folks that brave the road every week away from their families to accept anything less? I challenge the churches to step up to the plate to support SGM ministries.

SGM must also be a ministry though. After we have all the business stuff out of the way to make us as polished as possible, it all comes back to spreading the Gospel. The sad thing is that those folks that I spoke of who can't sing are usually the ones who are in it for the right reasons. There are MANY (not all) incredibly talented SGM artists out there that are such egomaniacs that when you finally hear them sing you are impressed but you can't take them seriously. Many of our artists need a good dose of humble pie. If you are not a people person then you are in the wrong business. SGM is all about people and spreading the gospel to those people. So I agree that SGM is bot a business and a ministry if it is to be effective. And we must have people who are savvy in both areas if SGM, as a whole, ever hopes to break away from the mold and reach out to new groups of people.

Commented by .(JavaScript must be enabled to view this email address) On 01/04/2005

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