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“Who sang that song?” The question comes up often –
not unlike a bad burrito.
Are you less certain of the answer than you used to
be?
You’re not alone.
It seems as if Christian music in the 21st
century has contributed to “Revolving Door Radio”. Just like an
offbeat reality show, the artists come – compete for some radio time
and eventually are booted off the island. The sad part of this
elaborate game is no one ultimately wins. In fact, the audience
doesn’t even know the game is being played, which only adds to the
confusion.
I was stunned when watching The Incredibles again
recently. As Syndrome explained his evil plan he tells Mr.
Incredible, “I'll give them heroics. I'll give them the most
spectacular heroics the world has ever seen! And when I'm old and
I've had my fun, I'll sell my inventions so that ‘everyone’ can have
powers. ‘Everyone’ can be super! And when everyone's super-- no one
will be.”
I could be mistaken, but that seems to be what is
happening in Christian music. My paraphrase, “We'll give them new
artists. We'll give them the most spectacular music the world has
ever seen! And when it’s all said and done. ‘Everyone’ can be super!
And when everyone's super-- no one will be.”
We (euphemism for industry at large) conduct
auditorium tests and touch lightly on the surface of a song like a
mosquito on the surface of a pond. Surely there is a fish somewhere
that notices. Maybe they just don’t care.
Who’s replacing aging artists/leaders? By the look of
things the replacement comes in the form of a dozen groups and a few
solo acts that might be forgotten next month. They don’t want to be
forgotten, we may not want to forget them. After all they’re good –
they have a great message – they enrich our lives, but they’re a bit
like a week of summer camp in relation to the rest of the year.
Enjoyable yes, but we’re probably going to lose touch with all our
BFF’s by the next change of season.
Is it possible there is something missing from the
core of the artist leadership development? Could it be we’ve brought
this on ourselves? Could it be we can change course?
The answer to all three questions is – yes.
There was a time when you could utter the name Keith
Green, Larry Norman, Rich Mullins, Petra, Audio A and everyone knew
who you were talking about. Today’s listeners will connect with the
song and the lyrics, but they staying power of the artist is such
that the artist is sort of viewed like a really talented guitar
player stumbled upon while visiting the streets of New Orleans - you
love what you hear, but don’t really expect you’ll ever hear from
them again.
I’ve heard from radio friends who indicate they are
trying to figure out whether to play all these new artists who don’t
have a history. On the one hand I see their point, you get tired of
introducing new artists after every other break and know that by
next Wednesday the song might show signs of an expiration date.
Have you looked at your staff lately? Chances are
pretty good they are aging. They’ve been at this thing called radio
for some time now. How many of us are developing talent to replace
ourselves in the future?
Many of those who have some raw talent are taking
their interest to the Internet and bypassing traditional radio
altogether.
Back up – wait a minute (I hear you saying) – I
thought we were talking about one hit wonders.
Yes, but believe it or not I think the issues are
related. I wonder if we are being faithful in mentoring and
developing new leadership to carry on the work that is currently in
place or if we are simply trying to hold on in the hopes that there
will be enough time to take care of these details after our latest
auditorium test results and staff meeting. Problem is this
particular line item seems to be lead-lined – it constantly sinks to
the bottom of our to do list.
There was a time when developing talent and
leadership was more successful because Christian radio was new and
was more organism than organization. Have we really settled for safe
when there’s significantly more to a Commission given back in
Matthew?
Isn’t formula what a baby drinks? Where’s the meat?
Where’s the direction? Why does it feel like we are becoming that
‘bad burrito’?
I won’t ask who’s to blame because I’m not pointing
fingers. The possibility exists that because the mechanism of
Christian music has become an industry the focus has shifted to
bottom line financing and improved ratings.
All are important, but have we made idols of hammers?
The above are simply tools to be used to develop something much
better. Maybe we focus too much attention on tool acquisition in the
midst of a word dying to know Jesus.
Maybe those who come behind us will find us faithful
in everything but entrusting what we do to another group who will
faithfully reach out to another generation with the love of Jesus.
Lest you think I’m talking about making ‘stars’ I
need you to know I am thinking more along the lines of industry
leadership that can help bridge the gap between this generation and
the next. Is Christian radio doing everything it needs to in order
to pass this trust on to faithful hands?
Is it OK with us to ask how important we really think
the future of Christian radio is? We may be uncomfortable with the
possible answers we uncover, we may find we are out own stumbling
block – we might even find a few answers that will provide a lasting
difference in this thing called Christian radio.
Is it worth it?
To you?
Contact Glenn
here glenn.hascall@gmail.com
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