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

[Tim Worth states]
Mr. Ghormley I find it ludicrous that you would use the word scam in your comments. Are you questioning the integrity of Mr. Bruno in this article? He quite adequately explained the nature of the letter and I see no reason to question his integrity or motives. Perhaps you know something we don't?

[My reply]
Thanks for your opinion, Mr. Worth. As many hereon will attest, it's not the first time someone disagreed with my position. You are welcome to join that crowd.

It appears you are somewhat iffy about whether or not I'm questioning Mr. Bruno's integrity as, first, you ask me if i am, and, in the next sentence you say you see no reason I should do so--implying I am.

Well, quite honestly, I don't know Mr. Bruno that well. I've met him once, briefly, when he signed a book I bought from him back in September. There's no reason he should know me, either. But, his integrity is what it is. No amount of questioning will change that. Like truth can withstand any challenge, so can integrity. I'm not accusing, but merely asked the question. Regardless if "Mrs. Smith" is a real person, or not, Mr. Bruno's integrity is what it is no matter what questions I ask.

As to me knowing something you don't, I repeat what I said in my post. I'm merely a fan, not an industry insider and certainly not the notable Mr. Bruno is. You may have not noticed the compliments I attempted to hand to him in the post.

[Aside to Susan] Why the dark green background with black type? That's difficult to read for an old, half-blind, cripple like me. How about white type on a dark green background?

Commented by John C. Ghormley On 12/03/2004

Thank you Nick, I pray that the powers that be read and listen to what you have to say. Don't get me wrong, I Love the traditional groups that I grew up listening to, but It is time to start developing and introducing new blood and new stategies in southern gospel Music. Thank God for the Bill Gaithers and the Nick Brunos that have vision for this industry. If I could address Mrs.Smith I would tell her that Southen Gospel is a music that transforms lives by the very words we sing. That we are a people that let the Holy Spirit guide us while ministering in song hoping only to see a weary soul uplifted or have the heartfelt music bring someone to Christ.
Lets get out of the box.

Thanks again for you efforts Nick and your passion for the Music.

Commented by Steve Sam On 12/03/2004

This is a great example of the difference between someone looking at SGM from outside the box, and us looking at SGM from inside that box. We have no idea what the outside world beyond our little box sees, because we are so blinded by the four walls that contain us. If someone from outside these walls tells us what they see, we get all defensive and offended, thinking that they are attacking us.

She is correct, when you go into MOST Christian bookstores you find little or no SGM. If you ask then to get some, they quickly tell you, "Sorry, but it doesn't sell". Been there done that, and that's what more than one bookstore owner has told me.

I work in a lot of peoples homes, and many of them are Christian, and Mrs. Smith is correct there also. Most Christians have no idea that SGM even exists. If they play Gospel Music, it's usually a Country singer who has recorded a Gospel Album that they will pull out. When I start to tell them of Southern Gospel Music, they have no idea of any of the artists that I am talking about. They do like it when I play it, but it's usually a first for them. We have to get out of our little bitty box and realize that it is a great big world out there and we are barely scratching the surface.

Look at the facts. If we were reaching that vast amount of people outside of our little bitty box, our concerts would have more than 100-200 people showing up. As long as we just keep trying to reach and satisfy the people IN that box, the world outside of that box will not even know that we exist. Mrs. Smith is right.

Thanks, Nick for a view from outside the box.

Deon

Commented by .(JavaScript must be enabled to view this email address) On 12/03/2004

I think we are all missing the whole point of the whole conversation. Everyone made valid points in the arguing of the letter, and whether or not the "business" is as widely-advertised as needed to be.
However, if we can get out of our "box", as so stated, we will realize the meaning behind what was trying to be said...and believe it or not, it had nothing to do withthe name of our genre of music.
We need to look at some of the points that were made: True...Southern Gospel music is not widely accepted and welcomed by all, and true...the doors are difficult to open. But the underlying issue here is the fact that where would we be today, if when the Lord, 2000 years ago walked away everytime someone ridiculed His preaching, or better yet...where would we be if the Lord only preached to the few who would accept Him, rather than to the multitudes?
I found points in the letter I liked and I found points in the letter that I did not like. But after reviewing the letter several times, I realized the points that I did not like, were because they were the things that needed to be changed within our ministries, and I am one that does not like change. But in order for our genre of music to grow, we are all going to have to change. We are going to have to reach out farther than our 80-90 % concerts in the comfort-zone of a church setting, and go out to where the hurting and the lost are.
I know there are the lost and the hurting and the ones who need to hear the message within the walls of our own sanctuary, and they, too, need to be reached. However, we should not limit ourselves there. We have all, as Christians, been commissioned to "go out" and to spread the Gospel of Jesus Christ, and whether or not we were called to preach, sing, pray, etc... the bottom line is that, as Christians, we have all been called to be "available" for the Cause of Christ. If that means standing on a street corner singing or preaching, then I think that is where we need to be. Please note before I am ridiculed for this response, that I did include "myself" in the "we".

Commented by Frank On 12/04/2004

I thought Mrs. Smith's first two questions were silly, but the last two have merit.

It doesn't matter what this music is called. People who are attracted to SG will buy it IF they have a chance to hear it in the first place. People bought "ska" when it was popular a few years ago, despite the silly name. The idea that Mrs. Smith is turned off by the name "Southern Gospel Music" to the point she won't even enter that section of a music store makes no rational sense to me. Is she scared someone will hop out and try to feed her a plate biscuits and gravy? :o)

I love browsing the shelves of a music store to see what new music is out there that I might like. I own a selection of CDs that ranges from classical to Alabama, from Bruce Hornsby to the Chuck Wagon Gang.

That being said, Mrs. Smith's last two points are well worth asking. Why isn't SG being promoted in areas outside the usual channels if we really want to attract new fans? I think that it is being promoted better now than it was ten years ago, but I agree more could be done to get the music heard. Ads in magazines or newspaper fliers outside the norm would be a good start for SG record companies.

Commented by David Bruce Murray On 12/04/2004

Also, I think the biggest drawback is radio, not marketing.

Having a large quantity of radio stations is great, but it does more harm to the industry than good when the vast majority of those stations are relatively poor signals on the AM dial. Add poor quality programming to that, and the image of SG suffers.

If every major city in the US had just one well programmed FM station playing SG to the masses, you could pull the plug on 90% of the AM stations and never miss them. Quantity of stations is not worth bragging about in SG radio when the relative quality compared to other stations is so poor.

Commented by David Bruce Murray On 12/04/2004

I am from a small town in Northeastern North Carolina and for one miss what is classifed as Souther Gospel in our area. We can only pick up two radio stations, both play Praise, Worship, Contemparary music, never, not one song that I would classify as "southern" gospel. When I was not a Christian, I detested rock and bluegrass music and still do. The contemparary stations all sound like rock to me and its hard for me to tell if it is a Christian or a Hard Rock Station. I feel I should not have to "compromise" my music and spiritual beliefs or to conform the world for music sake. Already in our churchs we have lost reference to God, and it shows in our music.

Commented by .(JavaScript must be enabled to view this email address) On 12/04/2004

Oh, no! Please!

Not SG vs. CCM again!

Commented by .(JavaScript must be enabled to view this email address) On 12/04/2004

Just read most of the posts about Mrs.Smith and I can probably say there is no lack of opinions. It's all about genre or taste of your music. You know "Different Folks Different Strokes". SGM, Contemp.,P&W,Rock and even Rap have a place and are used by God as He wants. Mrs.Smith should pray and see if God leads her to finance a nation wide advertising campaign on behalf of SGM. It's called marketing and it sounds like she has a problem with it.

Commented by .(JavaScript must be enabled to view this email address) On 12/04/2004

It's not Mrs. Smith who has a problem with marketing, it's US. We have no marketing outside our usual little comfort areas. That's what Mrs. Smith was saying. Why isn't SGM marketed in major magazines like CCM or Country music is? You won't even see SGM advetized in Christian magazines like Charisma or Christianity Today. Mrs. Smith isn't involved in SGM. Maybe people like you who think SGM IS THE BEST should pray and see if God wants you to finance a national marketing campaign. Why can't we take constructive criticism and not be offended or defensive? It says something about us, not Mrs. Smith.

Commented by .(JavaScript must be enabled to view this email address) On 12/04/2004

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