Bill Scott “Time to Talk Louder About Jesus”

Over the past month, our industry has experienced more than its share of heartbreaking news. Whether it’s within the Christian music world or the broader global stage, the weight of current events has been heavy. Families are struggling—facing divorce, the death of loved ones, mounting financial pressures, and the overwhelming demands of everyday life. People are desperate for hope. They’re looking for something steady, something real. They’re looking for a lifeline.

And friends, we know what that lifeline is. It’s Jesus.

I’ve spent more than 40 years in Christian radio—long enough, I suppose, to be considered one of the “old guys.” I remember when we boldly declared the name of Jesus on the airwaves. Back in those early days, Christian radio wasn’t afraid to be overtly spiritual. Jesus wasn’t just in the music; He was in the message, the breaks, the conversations between songs.

But something shifted in the late ’80s and into the ’90s. Many stations made a strategic move to become more “seeker-friendly,” hoping to attract a broader audience. The intention was noble: reach the lost. And in some ways, it worked. We let the music speak for itself. The goal was to be inviting, accessible… non-threatening. On-air personalities often kept their faith quiet, allowing the songs to carry the weight of the message. Not every station took this route, but it became a recognizable trend within our industry.

Now, decades later, I believe we’re seeing a hunger that music alone can’t fill.

After traveling the world and working with Christian stations globally, one thing has become increasingly clear: listeners are longing for deeper spiritual connection. They aren’t tuning in for a Top 40-style format—they’re tuning in because something in their soul is searching. They want more than just familiar melodies. They want meaning. They want ministry.

Let’s not forget: no one ever tuned into a Christian station for the first time because they recognized the artists. They stayed because they heard something different—something eternal. They stayed because of the hope we broadcast. Over time, sure, they became fans of the bands. But what drew them in? What kept them coming back during hard times? It was the message of Jesus. His presence. His peace.

As an industry, maybe it’s time to return to that core. Not just playing songs about Jesus, but speaking of Him—clearly, compassionately, and consistently.

People aren’t just looking for background music anymore. They’re looking for a voice that speaks truth in a world full of noise. They’re searching for anchors of faith, for genuine encouragement, for spiritual depth that walks beside them in their darkest hours.

We have that voice. Let’s not be silent. Let’s talk louder about Jesus.

 Kevin Krueger, President and Manager of WGTS 91.9 in Washington DC had this to say.

“Without giving away the secret sauce, I can share that our recent research is clear – listeners expect us to live-out and to express our faith on-air. Listeners expect it frequently and it must be genuine. It doesn’t mean they want devotions every break, but it does mean every break clearly comes from a position of faith. Listeners come to us with the expectation that we are going to be different than what they hear on the DC metro region’s mainstream stations.”

David Smallbone, manager of For King and Country, shared this.

 “Following recent happenings, I’m wondering if it’s a moment in time that we need to remember why we got into music ministry outreach in the first place. 50 yrs ago the Jesus Revolution in CA impacted my wife and I in Aussie where we were challenged to live for him and talk about him loudly. Took me a while to get really passionate but life circumstances lead me that way slowly but surely. At my most broken moment, the church loved on me and it took me deeper. My encouragement is to love on the church and commit to partner with them via radio/ music in sharing this wonderful message. In the game of life, it doesn’t get any better.”

Chad Mattson – Lead singer for Unspoken

“In a world filled with noise, opinions, and distractions, it’s more important than ever to speak louder for Jesus. Boldness means having courage in the face of fear—not the absence of fear, but the willingness to stand firm despite it. As followers of Christ, we are called to proclaim the gospel, which is the power of God to save and transform lives. The truth of Jesus is life-giving, but the world will do everything it can to drown it out. That’s why we must not shrink back. We must lift our voices with love and conviction, unashamed and unafraid, declaring the hope and salvation found only in Him.”

 This is a challenge—a heartfelt plea to everyone in our industry.

It’s time to elevate our spiritual content to a whole new level. People are hurting. They’re searching. Many are quietly drowning in hopelessness. And we hold the answer. We carry the good news of Jesus, the only true lifeline. So why aren’t we offering it more boldly, more consistently, and more creatively?

At this point in history, most streaming platforms can offer great music. But what they lack—and what Christian radio is uniquely positioned to provide—is community. Authentic connection. Encouragement. Prayer. Hope. Not just songs, but voices. Hearts. People speaking life into listeners through the airwaves.

Yes, the music we air is powerful. But if we’re honest, our listeners can hear those same songs on countless platforms. What sets us apart now more than ever is our content and our personalities. Those moments between the songs—that’s where lives are changed. That’s where healing happens. And that’s where we must rise.

Content and connection are king. It’s time we equip, encourage, and challenge our teams to engage at a deeper level. Let’s tell the stories of grace. Let’s be vulnerable. Let’s speak the name of Jesus without hesitation. Let’s meet people in the trenches and walk with them toward hope.

The world is desperate for light—and we’ve got it. Let’s not just play songs that inspire. Let’s be the voices that point people back to the only One who saves.

Let’s give them Jesus—every day, every break, every opportunity. And then, let’s stand back and watch what God does.

Bill Scott is Chief Content Officer with Vidare Creative / www.VidareCreative.com. Contact Bill at bill@vidarecreative.com