Larry Norman: The Growth Of The Christian Music Industry

Wednesday 11th October 2006

In the first part of a personal history, LARRY NORMAN, Christian music pioneer, charts the rise of Christian music from its roots and, based on his experiences, gives his own perspective on the collision between creativity and commerce.



Continued from page 6

"So if you start a Christian Billboard magazine you are going to help destroy the purity of what Christian music is right now. You are going to create arbitrary standards - and then young people will begin attending the concerts of the artists you write about and local singers will begin emulating the type of music that is being promoted and retailed. Then they will no longer be following Jesus. They will be following popular trends. They won't solely take their inspiration from the Bible or from their life experiences. They'll take it from other artists who are getting interviews and photos in your magazine. So, no, I don't think you should start this kind of Christian Cashbox. Because it will begin to destroy the beauty of what is happening right now and place rational expectations on what could be made to happen next."

Did I really say all that? Yes, and a little bit more, but I said it so much better that night because I was inspired by the flash of anger which burned through me at that moment. Although I had no effect upon his enthusiasm and I doubt if he even remembers the occasion - having probably spoken with many people about his plans during that time - this fledgling publisher blinked at my volley and left me feeling that he was possibly sincere but so wrong-headed - with no real idea of the repercussions which might follow such an enterprise. The publisher and I become "friends" of a sort over the years, though he attacked me at every opportunity and his volunteer staff of unskilled journalists shredded every album I recorded, and held me up to ridicule. After all I was the "Main Target" and a young pretend journalist might make his mark by helping to bring me down. They mistook me for that Larry Norman fellow when I had moved on like Dylan after his motorcycle accident. I dismantled my Solid Rock record company, left America and moved to England for a few years, living at a £7.00 pound a night bed and breakfast in the countryside. It was glorious. And my tours with Alwyn Wall and Norman Barratt led to hundreds of conversions, while in America, young people came to party, not to repent. I found myself watching with interest as the "Christian Cashbox" publisher wrestled with his Colossus and all the contradictions and setbacks which beset his "mission", until he was bought out for pennies on the dollar by a more savvy cutthroat.

As an artist, I was disturbed as I watched the handshake of the gospel industry become a clutching, enclosing fist. As the owner of my own subsidiary logo back in 1974, I had sat in on a meeting when the vice president of my parent company addressed its national sales staff, outlining plans to destroy sub-distributors, "rack jobbers" and "one stops". They outlined plans to open up their own Bible book and music stores, in major markets under random names, so that they could enjoy the first sales of each new release while other local stores waited restlessly for their shipment of the same product to arrive several weeks later. They did, indeed, destroy the sub-distribution system but they never managed to install their own retail outlets or corner the entire "market". But this kind of zeitgeist thinking and mercenary planning seemed just the beginning of secularity. Corp-speak soon became standardised as even artists began to refer to their albums as "product", the body of Christ as a "target demographic" and shelf space in Bible bookstores as "real estate".

If the question is "What is wrong with gospel music today?" - there is possibly a lot wrong. But it's also possible that there is a lot that is right.

And might not this whole enterprise become a lot MORE right if companies would start making accurate royalty payments and artists would stop chasing the secular world? Christian music is gorged with sound-alike, look-alike bands. The visual images and chord progressions are familiar and the message is not that markedly challenging.

We are warned by Scripture, "Do not be conformed to the patterns of this world but be transformed by the renewing of your mind so that you may prove what is the good, well-pleasing and perfect will of God." (Romans 12:2) But the response of many young bands seems to be, "Stand back and watch me work. How ya like me now?" They have mastered mirroring worldliness. After 30 seconds groove time of the songs on many Christian CDs, repertoires can often be categorised and dismissed as clones of Linkin Park; Good Charlotte; Hoobastank.

Some musical artisans swagger like urban ghetto gangstas and speak ebonically. Though they come from nice, upwardly mobile, middle-class families, some affect a pedigree that is from "the streets". They use rap-speak and eventually the obvious begins to happen; a limited vocabulary soon creates a limitation of thought. I propose that learning to witness on the streets is a lot more of a cultural accomplishment than re-learning to enunciate with a metal stud through one's tongue. And I believe that if you can't carry an effective Gospel out into the highways and byways, then you really don't have a right to get up on stage and try to simulate one.

And if you refuse to feed the poor (Matthew 25:31-46) you don't have a right to entertain the moneyed and need to seriously question the status of your conversion. And if you are addicted to tobacco and alcohol then you yourself need ministering to, MY BRUTHA - even though in these last days your number is many. Just because cigarettes and tattoos and piercings are widespread doesn't prove they have attained spiritual orthodoxy. The sheep know their Shepherd's voice, and the Shepherd is definitely not recommending sybaritic hedonism.

I pray that my words to you are both HARSHLY TRUE and REVERENTLY BALANCED. I do not speak them to offend you, but to encourage you to be liberated by whatever is true, whatever is honourable, whatever is just and whatever is pure and lovely. (Philippians 4:8)

Walk uprightly among all men, blessing them with your continuous witness - dying daily unto self and living unto God.

"Do not be conformed to the patterns of this world, but be transformed by the renewing of your mind, that by testing you may discern what is the will of God, what is good and acceptable and perfect" (Romans 12:2)

Coming Soon - Part Two: Praise And Worship Music: Faithful or Fraudulent? Public Awards For Ministry And The Hollow Calories Of The Songs On The Wall

(Note: Do you run a record label? Are you an artist or in a band? Are you a music promoter? What are your thoughts on Larry's comments? Please add them to the readers' comments below.) CR

The opinions expressed in this article are not necessarily those held by Cross Rhythms. Any expressed views were accurate at the time of publishing but may or may not reflect the views of the individuals concerned at a later date.
 
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Reader Comments

Posted by Andrea Encinas in London @ 11:05 on Nov 1 2011

Thank you for this enlightening and insightful article; one that reminds me of the real purpose of Christian music.



Posted by meme in washington @ 03:50 on Feb 21 2009

Powerful, and well said!



Posted by Mike Westendorf in Milwaukee, WI @ 18:59 on Oct 13 2008

I'm very thankful that Larry had the experience and opportunity to share his insights. I know of many people who can feel a discord in wanting to pursue a music career and a ministry career. Seeing the hype that is the industry and being able to walk away and trust God to move is sorely needed in Christian music today. Indie with Excellence can be done today, let's pray that many more will take up that call.



Posted by Brad Reynolds in Nashville, TN @ 19:39 on Oct 12 2008

Amen Larry. That was very inspiring... It comes down to simply loving God enough to trust and obey his prompting in each and every moment. Not for the sake of personal gain, but for the sake of sharing the love of Christ with one person at a time. This article was fuel for my soul. Thanks.



Posted by Keith Mohr in Franklin, TN @ 16:36 on Oct 12 2008

An amazing article. Larry nails it.
He was a true pioneer and visionary.
Keith Mohr
Indieheaven





Posted by Justice in Wheaton, IL @ 15:13 on May 13 2008

A friend sent me this link, a man I call "a Writer of Writers". As a writer and graphics professional who now teaches in the local jail and is a caregiver, because of my love for Jesus Christ, I could not put my feelings into words about my large church's Contemporary Worship.

It is fine - and the leader is a wonderful and gracious leader - but the sanctuary must be darkened to be able to see the lyrics on the screen. The stained glass windows must be covered up. Is this a subtle hint from God? He DOES love irony, I have noted.

I guess what I perceived innately that Larry expressed so well is how the church follows what is popular, and common. I am sadly not so much of an Artist as an Artisan, though I hope writing Chrisitan SF will enable a breakthrough in that area.

I know the thrill of witnessing first hand and of preaching the Good News. I also know the pain of having the un-creative, un-dynamic use the "tools of the trade". It is human nature to try and find the "pattern" that works.

What works is boldness, courage, and a great love for Jesus Christ. Larry took it all Jesus' teachings to heart. What amazes me is how well he speaks of what happened to him without acrimony and bitterness. I mean that very sincerely. I would be raging mad. He makes his points wisely and without rancor.

Thank God for Larry Norman. I look forward to meeting him.

My takeaway: be an Artist. Plenty of Artisans will follow.



Posted by David in Tokyo @ 04:17 on Jan 6 2007

Underlying the dumbing down, copycatting and incessant pitching are the technologies enabling the information explosion and market globalization. Its pervasive and relentless.
The church never stands completely outside culture. Inevitably, we are going to get the balance wrong. Thank God that he prevents us from the worst excesses.



Posted by James in Eastbourne, UK @ 01:03 on Nov 24 2006

Larry at his most articulate and insightful best.



Posted by Jon in Birmingham @ 12:51 on Nov 15 2006

Evangelicals have been struggling with the concept of art for decades. Great artists may share much gifting with prophets - and that means we frequently don't recognise them. We've now got 40 years of experience of popular culture and it's become clear that the greatest Christian talents of say the 70s were little recognised at the time and were frequently derided as "out of date" and "not relevant". Now vinyl by Water into Wine Band or Caedmon is trading for upwards of 1,000 dollars. And, yes, one factor was the CCM commercialism that swamped the British market.



Posted by Jon in Knightsbridge @ 00:45 on Nov 5 2006

Wow! Refreshing Larry. Is this encroaching into the Church? 'Bands' are forming, the 'leaders of the musicians' are turning into 'Lead Worshippers' & seem to have a monopoly on' worship'. The noise levels are rising to that of the world's. Children are frightened by this, widows are in distress & we are poluted (James). What's God's favourite instrument? The congregation. Remember that when you do a sound check!



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