Christian Music Industry is Dying, Will Film Follow?

by S. David Acuff

I think it’s time we checked in with the CCM industry because as I’ve stated in ourChristian Film Wakeup Call – as it goes with the Christian music industry, so it will be with the Christian film industry.  It’s just that they are 20 years up the road from us along the journey.

But before I do that, I wanted to clarify one thing that separates Wired4Film from other Christian Filmmaking sites: We are not promoting the Christian Film Industry.

Gasp!  I know, let me explain.

Bob Briner is the author of a seminal piece of writing that is one of the first books any Christian Professional needs to read called Roaring Lambs.  It is simply a call to action for the Christian Community and explains how to be Salt and Light in the Secular world.  In it he chides us:

“We have created a phenomenal subculture with our own media, entertainment, educational system, and political hierarchy so that we have the sense that we’re doing a lot.  But what we’ve really done is created a ghetto that is easily dismissed by the rest of society.”

Today, there are some well intentioned voices out there calling Christian filmmakers to arms to build a Christian Film Media Empire or “Replacement Industry” which will in the end serve to broaden the Christian ghetto that Briner speaks of.  

Wired4Film is not about funneling filmmakers into the Christian Film industry.

Wired4Film is a movement to create paths out of the “ghetto” or what Phil Cooke calls the “Christian Bubble” and into the marketplace to be that salt and light that Christ has called us to be.  

To acknowledge that we are wired for a purpose: Filmmaking.  And that purpose is not to preach to the choir.  As Jesus said in Matthew 9:12, “It is not the healthy who need a doctor, but the sick.”  So it’s not to preach to the secular world either.  It’s to heal them and tend to them and make them whole.

In early 2007, during Fox’s “On The Lot” series, this convo was overheard (and recorded) in a chatroom:

Member #1:  Hope you enjoy [my film]!  And let me know what you think.  I am a Christian Film  maker from Liberty University

Member #2: what is a christian filmmaker?

Member #3: If it’s anything like Christian Rock, it’s a film maker that sucks.

I don’t know about you, but I had to laugh at that one.  Because I know exactly where Member #3 — who went by the screen name “bocephus” — was coming from.

So is Christian Film going to be the answer to our cinematic woes?  Or will it be part of the problem?  Well, here is where we look to the Christian Music Industry. 

Currently, I’m in the process of reviewing Phil Cooke’s book,The Last Televangelist: Why the next generation could care less about religious media  – I haven’t finished it, but even so, it’s already on my top 5 list of books along with Bob Briner’s that Christian Filmmakers need to grab hold of, read, and fully comprehend.

Here is an excerpt called “What About Christian Music?”:

In the July/Aug 2008 issue of Collide Magazine, Scott McClellan wrote a feature story based on music producer Charlie Peacock’s assessment that the Christian music industry is dying.  According to Peacock, the five most important issues are:

1) The major labels aren’t in danger of going under anytime soon, but they’ll be forced to depend on dwindling revenue from their song catalogues

2) The term CCM, or Contemporary Christian Music, will go away.

3)  Christian music that matters won’t have any affiliation with the Christian Music industry but instead will be written, recorded and released in the mainstream.

4) Worship music serves a purpose within the church, which guarantees its survival

5) The big names from CCM’s glory days (Michael W. Smith, Amy Grant, Steven Curtis Chapman, etc.) will survive but many artists from the last decade will be left looking for a reason, roaming through the night to find their place in the world.

While, as McClellan states, the charges aren’t exactly blasphemy, they did set off quite the controversy within the industry.

David Sessions, editor of Patrol, an online music and media magazine (patrolmag.com) agreed: “The best thing that can happen is for people to forget entirely that they once specified whether their music was ‘Christian’ or ‘mainstream.’ That divide has been the single most damaging idea to Christianity in the modern world.”

Peacock echoed that indictment: “Anyone who has studied CCM knows that it’s front-loaded with a very specious strategy that is, the creation of a youth-oriented music to counteract the undesirable youth-oriented music of the culture at large. [That strategy] probably looked righteous in the beginning but proved very flawed.”

If it didn’t work for Christian Music, why would it ever work for Christian Film?  This section continues…

McClellan covers both sides of the issue, but the article does point to a deep divide in the world of Christian Music.  Should it continue to exist as a niche industry?  Should Christians move more into mainstream music?  Can the business model hold up – should it?

In a feature story in Christianity Today magazine on the issue, music marketing consultant Mark Joseph points out:

“…Think of it this way: Would a plumber advertise himself as a ‘Christian plumber’ if he wanted to serve both believers and non-believers?  Perhaps, but then many non-Christians with clogged toilets might not hire him because of that designation.  But if he simply presents himself as a “plumber” — still intending to do a great job and prepared to discuss his faith with any interested clients — he’s likely to get more business, earn a better living, and interact with more non-believers.  Using ‘Christian’ as an adjective – whether you’re a plumber or a musician – is little more than a weapon, used to beat back people who might otherwise be interested in the service or product offered, but upon hearing that it is ‘Christian’ are no longer interested.”

Recently I was editing at the Billy Graham Evangelical Association (which was awesome by the way in their respect for high-end production value) and overhead some people giving kudos to the FIREPROOF filmmakers because their entire film crew was made up of Christians.  

Someone else agreed that that was the way to go, especially on Spiritually sensitive shoots, but I don’t buy that.  For one, I don’t buy that God is limited to only working through Christians.  It simply isn’t so.  And I’ve been on many many shoots of a spiritual nature and brought along non-Christian production members who were deeply moved by the experience and thanked me later for including them.

See, I thought that’s what our job was…not to insulate from the world, but to connect with them.  To me, that’s what “love your neighbor” is all about.  Bringing them on set to see Christ being modeled.  

Welcome to our industry where “show it, don’t tell it” is the golden rule!

I’m gonna be honest…if I need an amazing Director of Photography, I’m looking for one that can handle the job.  It’s important that the personalities mesh, but I’m not concerned if he or she is a Christian or Buddhist or Atheist.  If they are a professional they’ll do a bang-up job.  And if I’ve bathed the shoot in prayer before hand, that person will catch a glimpse of Christ somewhere along the way.   

So, let’s take a good hard look at Charlie Peacock’s CCM assessment, because it is the writing on the wall for the Christian Film Replacement Industry as well.

We’ve been warned.

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Passion Changes Everything

(JAN 25, 2004) Read full article Passion Changes Everything by Ralph Winter (Producer, X-Men) & Mark Joseph on www.NationalReview.com.

(EXCERPT) We are hearing anecdotal evidence from around the country that a massive audience is developing for The Passion of the Christ consisting of, in some cases, traditionalist Christians who have not been to a theater in decades.

Why? Because for the first time in history and in a manner and scale only hinted at by films like The Omega Code and Jonah: A Veggie Tales Movie, a film has finally emerged that has five key ingredients: Star power, mainstream credibility, controversy, wide simultaneous release and deep resonance with traditionalist Christians.