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 live in Louisville, Kentucky and became interested in Southern Gospel Music through the Gaither TV tapes. I have attended the Quartet Convention for the past three years and the Homecoming concerts in Louisville and Lexington.
I scan the newspaper regularly lookiing for concerts in my area but they are very few. I know there are lots of fans because any artist who do perform here pack the house.

I would like to see more performances in the Louisville metropolitan area.

Commented by .(JavaScript must be enabled to view this email address) On 01/06/2005

When I moved to Rockford, Illinois from Kansas City, my heart ached to hear Southern Gospel music. It was many years before any groups were asked to come to this area. Even now, we may see a group two or three times a year, it we are very lucky. To me Southern Gospel Music is the Gospel sung in harmony, which makes it all the more beautiful. I love Southern Gospel Music!

Commented by .(JavaScript must be enabled to view this email address) On 01/07/2005

Read the first 4 pages of the the thread and started to see a pattern so jumped to the end with this thought. The fact is though you may not like rock or hip hop (I know I don't like most hip hop) you can probably name or at least recognize the name of a group from aforesaid genre's of music. Almost 99% of fans of those genre's couldn't name or recognize the name of somebody in Southern Gospel. I don't know if this is reflection of the poor marketing or more embarrasing the ineffectiveness of Southern Gospel to minister to any one else but the choir.

The other thing that is really annoying is the prevalence of revisionist historians who trace the roots of Southern Gospel music to the southeast and to Negro spirituals. Southern gospel has prospered and proliferated more in the southeast-That would be an accurate statement. The white metamorphasis of Negro music is the rock and roll movement of the 50's not southern gospel. While influenced by the negro songs, southern gospel music can actually be traced back to the earliest days of radio and before that to barbershop style music which was much more prevalent in the Northeast and yankee country than in the south.

I did not use the term negro to be meant in the form of invective so much as that was the proper way it was spoken of in that time.

Commented by .(JavaScript must be enabled to view this email address) On 01/12/2005

Old 97,

Touche'..right-on...bullseye...exacto-mundo!

Commented by Kevin Wicker / Progress Music Nashville On 01/12/2005

Amen to Mrs. Smith: In addition to being a Pastor here in North East Florida,I am also a high school teacher in the "buckle" of the Florida Bible Belt (NE Florida), a small rural county, I have numerous high school students, most country and farm raised, who have no idea what Southern Gospel music is. They are active in Church, and are for the most part informed about things of the Gospel, but in large part, their churches have either meandered towards "praise bands", which are little more than sanitized heavy metal bands, or have little interest in this genre (southern gospel). Consequently, they have a degree of curiosity about some of the CDs I keep in my desk to listen to during my planning period

I also have used some of these kids during concerts that I have promoted in our hometown and area as a private promoter, which I've done several times and which I'd like to continue doing. The fundamental point to be made, of course, is if we want to see Southern Gospel grow, we are going to have to first plant it, water it, nurture it, and then let God give the increase......just as with souls.

Commented by .(JavaScript must be enabled to view this email address) On 01/16/2005

Rev

Touche..yes and Amen, CAN I GET A WITNESS!

This is getting good, people!

Commented by Kevin Wicker / Progress Music Nashville On 01/16/2005

I read John's comments (.(JavaScript must be enabled to view this email address))and I think he zero'd in on Mrs. Smith and I agree with him all the way.

If she hasn't heard of SGM then she is in the wrong church, shops at the wrong christian(?)book stores, and reads the wrong magazines. If she truly IS ignorant about SGM, then her research skills as a 'christian' writer is sadly lacking.

I think she does have an axe to grind and sogospelnews.com gave her a public forum to do it. But I guess it's just another example of digital tabloidism

I also read the comments of Rhonda Berry of http://www.geocities.com/ransomed2001/index.html

If music artists don't want to be called SGM artists, then they should sing something else. If they don't like the SGM category then form a new one, like "Contemporary Gospel Music".

Southern Gospel Music is not only music, it is the message of the Gospel; the Good News of sins forgiven by the sacrifice of Jesus Christ.

Southern Gospel Music is also a manner of appearance. A manly hair style, ladies in dresses, men in suits with ties and shined shoes.

The Southern Gospel Music industry does need some work. SGM Dove awards are being given to groups and artists that don't deserve them. Groups and artists are being allowed into the family who aren't Southern Gospel. Yes, the industry needs work, but it does not need watering down.

When I hear a good old Southern Gospel song, quartet, trio, or solo - it makes me glad I'm saved. This music excites my feet, encourages my heart, and energizes me to work for the Lord even more. Let's keep it Southern AND Gospel.

Dr. G. L. Dailey (also a Christian writer)

Commented by Dr. G. L. Dailey On 02/04/2005

"Doc"
I agree wholeheartedly concerning the overall effect that good Southern Gospel has on some of us. Although I'm not too up with the puritan approach, I think the term "Contemporary Gospel" is perfect!
It's true: the real "spirit" of Southern Gospel is watered down because the songs are written by guys who sit in a room all day -- somewhere in Nashville -- trying to come up with a marketable item, without really understanding in depth what they are talking about.In reality, they are frustrated Country artists and writers...
I'd like to see a spiritual awakening, and I'm sure you -- Doc -- would agree with that!

Commented by Kevin Wicker / Progress Music Nashville On 02/04/2005

Maybe I'm a bit in the middle on this one. I do believe our industry needs to look at where it's headed, but I also fear that we shouldn't lose our past and history. Personally, I'm not a huge fan of male quartets unless there is something UNIQUE about their sound. However, having been a regional artist for 23 years, I know that many people are totally enthralled by male quartets. I sing as part of a female duet (thanks, Mrs. Smith, for mentioning duets) and we all know that the industry is just NOW "beginning" to listen to us as a viable part of SGM. But, trios went through this same thing a few years back. Now they're accepted very well. So I think one of the biggest issues for the SGM industry is "change" and how we aren't that willing to accept it. Now, I'm not talking about change that goes against Scriptures. That should NEVER be accepted in any Gospel Music market. But because of our heritage in the south, we have many people (industry and fans) who don't have a broad view of things. I won't say they're totally close-minded, but we do think things should be a certain way and typically don't allow any look into something that might be different. We also have fans who don't truly spend that much money on SG music, for the most part compared to other music genres. Let's face it: How many fans would "willingly" pay $35 plus for a concert ticket? And us regional artists know that George Washington goes in the offering plate more than any other president. So, advertising to the masses (which costs plenty!) is very difficult when most budgets do not encounter the huge dollars seen in other music markets. I mean, spending hundreds of thousands of dollars on studio projects is nothing for other markets. But this doesn't even come close to happening in the SG market. I'm not saying it should, but the dollars just don't compare. Many times, this is because people see it as a "ministry" (which it is), but they forget that expenses are also present. It'd be great if because we were a ministry, gas stations allowed us free gasoline; restaurants gave us free meals; and hotels gave us rooms at no cost. But it just doesn't happen that way. Maybe because Christians are so caught up in material possessions that the money isn't there to support God's work? But that's another topic in itself. I would have personally listed my name, but some people don't like the repurcussions they receive. So I'm not so worried about acknowledging who she is; I'm rather glad the discussion began. We'll never be perfect, that's for sure. But I do think we need to look into ourselves and determine the areas that need improvement while maintainting our heritage. We need to know from where we've come, but we also need to know to where we're headed.

Commented by Donna Strong On 02/12/2005

I believe southern gospel originated in the south,and as far as the style there's no need to make it more contemporary because if some people like the contemporary style more just listen to it and leave southern gospel to those that like that style. There are all types of people, and a certain type of music to please all so leave southern gospel as it is for those that love that style.We hear southern gospel on radio here in Texas,but most secular stations wont play it because the world loves todays country, which is not country at all, but country rock or contemporary and it makes more money.If I owned a station it would play nothing but southern gospel.Most contemporary christian music has so much noise that you can't hear the message,but in southern gospel you can.

Commented by .(JavaScript must be enabled to view this email address) On 02/15/2005

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