Q&A With David C. Coleman

QUESTION: What can Christian radio or the Christian music industry do to break through to a mass audience on a more consistent basis?

ANSWER: I could write a book on this one! My response relates to the music industry, in general, but I’ll tailor it mainly toward the Christian industry. First, throw out the rulebook. The current system of testing songs merely ensures the next song will sound like the last song, and that the current audience will likely receive it well. If the target audience for Christian radio is a 35-50 year-old soccer mom with a mini-van, where does that leave the rest of us who don’t fit that demographic? To expand listenership, Christian radio needs to be bold and take some chances. The kids are the key, as they tend to be the largest consumer base for music. And the kids are the ones who need to be courted most aggressively with a strong Christian message. Otherwise, their only option is to turn to worldly music the likes of Lady GaGa, Jay Z, Katy Perry and Britney Spears.

The only way a broader audience will tune in is if their interests are being catered to. In my opinion, for terrestrial radio to survive in a day and age when new mediums for content delivery are popping out of the woodwork, the powers that be must loosen the reigns and return to an era when DJ’s were given the flexibility to discover and promote music from a gut level. DJ’s were once the tastemakers but, in today’s corporate climate, that ability has been squelched and relegated to test panels. Music listeners long for authenticity in the music they listen to. They know it when they hear it. And Christian radio, for the most part, is not servicing their full constituency well in this regard. Most music-loving Christians who demand artistically authentic music simply won’t tune in because they are well aware their tastes are being ignored. To be fair, Christian radio has come a long way over the course of the last twenty years. But the inherent lack of flexibility built into the current system stifles the likelihood of exposure for the vast majority of truly inspiring, ground-breaking and artistic music.

We must remember that music is an art form. Unfortunately, the industry tends to reduce music to the level of “product.” It has become something to peddle. Bring the passion back within the hearts of the DJ’s, PD’s and MD’s and a corresponding reaction will occur amongst the untapped listeners hungry for inherently artistic and creative music. Center the decision-making process in the hands of those who can transform radio rather than forcing personnel to be conformed by the tastes and attitudes of a very small subset of the Christian community. Music is not strictly something to be analyzed. It is something to be felt, lived and breathed. If radio wants to draw more listeners, decision-makers will need to take some risks. Turn the discovery process over to the front line decision-makers and challenge them to unearth “the next big thing!” I’ve always seen the Christian community as a microcosm of the broader community. Therefore, not all Christians find AC or CHR radio interesting.

It seems that the stigmas associated with the country, rap and hard rock genres prevent much of the most culturally relevant music from being heard. Christian music can be “family friendly” at 160 beats per minute as long as the lyrics are theologically sound and the heart of the messenger pure. Christian music will never be truly evangelistic if it’s not presented in a language the world understands. Let’s be honest, Johnny Sixteen-Year-Old doesn’t want to listen to his mother’s music. Mom is speaking proper English, but Johnny only speaks slang. Coincidentally, the mass market generally speaks slang as well. You dig?

3D Remedy & EMP Present - The Salvage Mixtape

Staten Island, NY (January 19th, 2011) - Have you ever had something lying around without having any use for it? Then some time later, your perception of it completely changes, ultimately coming to the question of realization "Why didn't I put this to use sooner?" This is the case with EMP's latest release.

Evolution Musik Productions has been producing since 2006, producing from the likes of Rapfest Inc, La Familia Muzik's SYD, Lazarus, Sean Slaughter, The Reason, P.K. (Preacher's Kid), DJ. D-lite & More. EMP is also known for their industry standard quality engineering and has been the engineering force behind many urban music projects.

At the beginning of 2008, EMP's 1st Production album was complete, however never release due to circumstances beyond the companies control. It then sat in wait, longing to one day be heard through the loud speakers of a car or via the headphones of an i-pod but to no avail. The production album was being prepared to be scrapped.

Music without purpose has never been the goal of 3D Remedy nor EMP so with hope and revived momentum, though far beyond it's original due date an album redeemed and restored has been set to release January 31st, 2011. The Salvage Mixtape will be available as a free download via www.3dremedy.bandcamp.com

3D Remedy, Artist and CEO of EMP had to say this about the project's release "God has an interesting way of doing things, His ways are truly unlike ours. Never in a million years did I think I would be releasing a free mix-tape that was completed 2 years prior, but this is why it's called "the Salvage" because quite like us, humanity was ready to be scrapped but then came someone who was "mindful" of us and placed us in good use."

To find out more about EMP, visit www.evolutionmusik.com or www.3dremedy.bandcamp.com

Transform Music Group Signs Female Rock Artist Miss Angie

(NASHVILLE, Tenn.) Feb. 9, 2011—Nashville-based label Transform Music Group announces the addition of female rock artist Miss Angie to its roster. A pioneer of the CCM female rock movement, Miss Angie will release her third national album, Time & Space, on July 26.

Debuting on the music scene in 1997, Miss Angie returns with a new look, new music, and new label partner for her latest endeavor, a 12-song record featuring beautifully simplistic and startlingly crafted melodies that rock.

Transform Music Group founder and president Matt Rogers comments, “Miss Angie paved the way for many of the female artists we enjoy today. Veteran fans of Christian music will instantly fall back in love with Miss Angie, and we're excited to introduce her to a brand new generation of listeners.”

“I'm so over-the-top happy to be back making music again and to be working with Matt Rogers and Transform Music!” says Miss Angie. “I love their vision and heart. It's so cool for me to get to live out this dream God put in my heart, and I look forward to doing that with Transform.”

The new album will feature production on two tracks by Joshua Silverberg (Edison Glass) and be backed by a major push to Christian Hit Radio. Additional details are forthcoming. For more information, visit www.transform-music.com.

About Miss Angie
A native of Springfield, Mo., Angie Turner, better known a Miss Angie, first introduced her signature blend of rock, electronic and pop sounds on debut album, 100 Million Eyeballs, released by Myrrh Records in 1997. The record spawned a No. 1 CHR single with “Lift My Eyes,” whose music video was featured on “WOW 1998-97: The Year’s Top Christian Music Videos” DVD. Miss Angie followed her freshman release with a second album, Triumphantine in 1999, which again produced a No. 1 CHR hit “Dancin’ In My Head.” The two critically acclaimed projects additionally afforded Miss Angie touring opportunities alongside such artists as Sixpence None the Richer while garnering her major festivals appearances, including Cornerstone, among others. For more information on Miss Angie, visit: www.missangie.net.

About Transform Music Group
Transform Music Group, a division of Mattrix Media Group, was founded by Matt Rogers, a 15-year veteran of the Christian music industry. The foundation of Transform Music Group is based on Acts 4:13 “The members of the council were amazed when the boldness of Peter and John, for they could see that they were ordinary men with no special training in the Scriptures. They also recognized them as men who had been with Jesus.” For more information, visit www.transform-music.com or www.twitter.com/transformmusicg

CY Preps to Launch Fourth Album with Fresh Website, New Distribution Deal, Nationwide Tours, and Free Compilation Download

Christian rapper CY is preparing to launch his fourth album, High Wire Act, with a fresh website, new distribution deal, nationwide tours, and a free compilation download.

High Wire Act is set to drop locally on March 10, 2011 with a combination birthday/release party. But before then, CY is whetting appetites with a free, 31 track greatest hits-style compilation titled As the World Turns: The Best of CY. This collection encompasses tracks from all of CY’s previous releases, various other projects, and even a few sneak previews of the upcoming High Wire Act album.

As the World Turns is being offered as a free, digital release in partnership with 3HP Records. The compilation was downloaded over 2,100 times on the first day it was posted and is rapidly approaching the 10,000 downloads mark (all within the first five days.)

“I thought the compilation was a good way to give back to my fans to let them hear some of their favorite CY songs, catch up on some they might have missed, and to let them sample a few tracks from the new album,” CY said. “I’m excited that so many people have grabbed it and pray that momentum continues once High Wire Act drops.”

After launching the Circus World Event…The Ringleader album at the 2007 Texas Holy Hip Hop Achievement Awards (where MTV personality Sway was a presenter) to critical acclaim, CY began to pray about the direction of its much anticipated follow-up.

Whereas The Ringleader’s concept envisioned our world as a circus with one true ringleader (God) and an imposter (Satan) who plots and schemes for the same position, High Wire Act plays off a tight rope metaphor that represents the narrow road believers in Christ must walk in order to receive eternal life. The project also carries other messages about the humility that must be maintained by those placed in lofty positions.

CY’s High Wire Act employs a gloomier carnival sound, picture-painting lyrics, and explosive energy. It’s versatile and accessible to all listeners with tracks produced by himself, Phillip Moore, Tony Stone, Vohn Beats/Symbolyc One, Jimmy Natural and others. Guest artists include Young Joshua, Tony Stone, One Dose, Von Won, FireJaws, Gina V, Tannie, Gifted, Kent & Shellee Coley, MiKalibur, Titus, D.Steele, and more.

High Wire Act will be available nationally through brick-and-mortar and digital channels thanks to CY’s new partnership with CLG Distribution. Fans may also pre-order the release through the artist’s recently revamped website: dasouth.com/complex

Finally, you can catch CY’s eye-popping stage presentation in support of High Wire Act at either South Carolina’s M.O.S.T. Tour or as part of this summer’s 7 Chosen Tour in nine different states throughout United States and Canada.

Download the As the World Turns: The Best of CY compilation from Complex Melodies and 3HP Records here.

Are You Authentic? A Musical & Spiritual Dilemma

Authenticity - what is it and why is it important?

Anything authentic remains true to its own personality, spirit or character, and the very nature of authenticity ensures that it cannot be fabricated. Authenticity, then, is primarily revealed through interaction with the external world. Actions serve to either deny or certify credibility. The music industry is saturated with copycats, posers and pretenders - and the Christian industry has its own specific subset of idiosyncrasies related to spiritual issues. In a four-part series, I'll be discussing authenticity and how it applies to music and ministry.

Let's face it - no one likes a fake. We all know people who are inherently disingenuous in the way they deal with others and, often, themselves. They're usually easy to spot. They talk the talk but never quite seem to walk the walk. They find it difficult to be honest toward others, and often refuse to address their own faults and shortcomings. Honestly, we all exhibit this attribute to one degree or another. So how and why do people choose to be less than authentic?

Behaviorally, we often choose to portray someone other than our true self because we feel pressure to conform to a predetermined standard. Spiritually, we often choose not to walk a righteous, authentic path because it's either too difficult or we're not willing to surrender completely to Jesus Christ. And, musically, artists often seek to write music they think will serve a specific purpose in the hearts and minds of others at the expense of their own unique musical identity. These transgressions typically arise from a desire to either obtain approval from others or please our own selfish desires. The only way to become authentic is to strive against these natural tendencies. And the only way to be content is to be authentic.

The fundamental question we need to ask ourselves is - WHO AM I? Once we have honestly addressed that question we have taken a first step toward becoming authentic. Of course, there is no easy answer. Philosophers have pondered this mystery for millennia. The answer lies deep within a complex equation based on the various intangibles formulating the human soul - faith, purpose, values, ethics, memories, and so on. The resulting answer, in many ways, defines our moral character (or lack thereof).

Another foundational question is - what makes me unique? This is a much easier question to answer and is primarily (but not solely) determined by our temporal, earthly being. Uniqueness can be defined by anything from our hairstyle or clothing to our musical taste, political philosophy or athletic ability. Similarly, uniqueness can also be exemplified in our willingness to stand apart from the crowd and follow our own values, instinct or sense of direction.

One of the most difficult challenges in life is to find peace in our personal identity - to be truly authentic. We are defined by the answers to the aforementioned essential questions "who am I?" and "what makes me unique?" Thus, it's important for us to first understand the nature of authenticity before we can learn how to apply it in our lives. So you're asking, "What does this have to do with music and ministry?" Join me for part two and find out!

Why YOU need CLG Distribution's Digital Distro!

CLG Distribution recently added a partnership with YouTube to their digital distribution offerings. Their digitally distributed artists and labels are now able to reach not only the traditional digital outlets (iTunes, Napster, Rhapsody, etc.), but a growing number of untapped, burgeoning sources as well.

The fact is that people are watching hundreds of millions of videos a day on YouTube. YouTube is the number one video site on the internet and the fourth largest internet destination in the world, attracting 300 million unique video viewers across the world (according to Nielsen's NetRatings, December 2008). In addition, YouTube is the number two search engine in the world after Google and before Yahoo (according to comScore, October 2008)!

Honestly, if you're not creating video content for YouTube you're missing the boat. Information from a leading digital content provider controlling in excess of 25,000 tracks reveals:

• In January 2010, the ratio of revenue from iTunes to YouTube was 25:1
• In December 2010, the ratio grew exponentially from 25:1 to 2:1
• In 12 months, YouTube streaming revenue grew to fifty cents on the dollar in relation to YouTube
• Every day on iTunes, a few thousand people buy their content on iTunes
• Every day on YouTube, a few million people stream the same content on YouTube

Quite simply, YouTube is a VERY important retailer!

The fact is that, by your hand or someone else's, your content is likely available on YouTube and, at this time, you are failing to profit from this content. As the trends continue to move away from the purchase of music toward the streaming of music, you don't want to be left in the dark. Few digital distributors can plug you into the monstrosity known as YouTube in order to capitalize on your content. But CLG Distribution can.

Contact CLG Distribution NOW to find out more information about their digital distribution programs!

About CLG Distribution:

Nashville, Tennessee-based CLG Distribution is a distributor of music, video and other Christian-related product to the Christian and general markets. The company was founded in 2004 to create a flexible solution for accessing physical and digital distribution channels and to enable independent Christian rock, pop, gospel and worship acts to focus on what they do best – share their vision with the world through music. For more information, visit www.clgdistribution.com

Sir-Viva and Result's HEART CONDITION Album Debuts February 8th, 2011

Operating in the Southeastern region of the United States, in the shadows of some of hip-hops most sought-after luminaries, (i.e. T.I., Ludacris, Young Jeezy, Gucci Mane, Cee-Lo, Outkast and several others) is an unlikely pair of MC's, from an often overlooked locality. Hailing from Buford, South Carolina; Preston “Sir-Viva” Thompson and Chris “Result” Davis are not what one might expect when looking for the world's next hip-hop super-group. That is, unless one were to look a little closer.

As experienced MC's, (Sir-Viva has three solo projects under his belt and Result released his freshman project in 2009) Sir-Viva and Result both know their way around a studio, a stage, and the recesses of their own minds. They work seamlessly as a team and use their gifts to entertain and edify their audience with apparent effortlessness. When it is all said and done, Sir-Viva and Result seek to use every fiber of their being to please God and demonstrate the love He has shown to them to everyone who crosses their path.

Sir-Viva and Result's recently released new single, “Keep Flying”, provides hip-hop fans of every stripe with a sampling of what they can expect from their forthcoming album. Chocked full of insanely egregious flows, complimented by equally infectious production, Sir-Viva and Result's first collaborative effort, Heart Condition, is a definite candidate for the music industry's “Problem” category. In addition to being sonically appealing, each track is laced with lyrical content that is sure to resonate with everyone from self-professed goons to five-point urban Calvinists.

Those who enjoy mindless, monotone, cookie-cutter “MC'ing” that leaves you the same as when you first encountered it; need not consider acquiring Heart Condition. However, for individuals who love the lyricism, energy and stimulation that only the highest echelons of hip-hop can provide, adopting Sir-Viva and Result's Heart Condition as your new baby on February 8th, 2011 should be top priority.

Heart Condition can be purchased online at all digital retailers!

In Honor of Dr. Martin Luther King, Jr.

"We must develop and maintain the capacity to forgive. He who is devoid of the power to forgive is devoid of the power to love. There is some good in the worst of us and some evil in the best of us. When we discover this, we are less prone to hate our enemies." - Dr. Martin Luther King, Jr.

Prayer of an Unknown Soldier

Below is an excerpt from today's "Today God Is First" devotional by Os Hillman (available through Crosswalk.com):

"The brother in humble circumstances ought to take pride in his high position" (James 1:9).

Most of us avoid pain. We keep our medicine cabinets loaded with pain relievers. We couldn't imagine major surgery without an anesthetic. We are so averse to pain that we think God must desire that we will experience pain-free lives. After all, a loving God surely wouldn't want us to suffer pain, would He? Although God takes no pleasure in our pain, we have to acknowledge that He sometimes allows painful circumstances to occur in our lives in order to shape us and make us more like Christ. Sometimes our times of despair turn out to be a much needed light into our soul.

I once came across the following poem written by an anonymous Confederate soldier, a devout young man who fought in the American Civil War. The lines of this poem express the soul of a man who has learned to view his times of adversity from a different perspective:

I asked God for strength, that I might achieve;
I was made weak, that I might learn humbly to obey.
I asked God for health, that I might do greater things;
I was given infirmity, that I might do better things.
I asked for riches, that I might be happy;
I was given poverty, that I might be wise.
I asked for power, that I might have the praise of men;
I was given weakness, that I might feel the need of God.
I asked for all things, that I might enjoy life;
I was given life, that I might enjoy all things.
I got nothing that I asked for but everything I had hoped for.
Almost despite myself, my unspoken prayers were answered.
I am among men, most richly blessed.*

quoted in Austin Pryor, "Trusting God to Answer Our Prayers,"

Tip of the Day - "No Big Heads Allowed"

Like the church, a successful artist requires an entire “body” to operate properly. In this age of the do-it-yourself mentality, many musicians and those involved with them sometimes take this concept a step too far. At the end of the day, it’s virtually impossible to be a self-contained unit capable of handling every process necessary to advance a musical career to a national level. Even the Lone Ranger needed Tonto. If a music team only consists of a head (artist) trying to take on all the responsibilities related to building a successful career (i.e. the full complement of label and distribution duties), the head will grow too large and, eventually, there will simply be one big, enormous head lacking a substantive body to support the weight. As you have probably guessed, the end result will likely lead to a remarkable implosion ironically comparable in nature to a star collapsing inward upon itself. How apropos. The same analogy that applies to the church also applies to the music industry. As a Pastor needs a staff to effectively minister to the body of Christ, an artist needs a team to service the body of fans nurtured through significant effort. To use another analogy, why spend time preparing a gourmet meal if you’re never going to serve it or if the patrons leave for another restaurant because the meal takes too long to arrive at the table? The more successful artists become, the more help they need in order to be a good steward with the opportunities God places in their path. Music is ultimately an impulse buy which is exactly why iTunes has been so successful. If your product is not readily available in all desired formats, the consumer will move on and find another artist to follow. In business, it's very hard to win over a customer yet frighteningly easy to lose one.

Service providers exist for a reason. They exist to help build a team capable of achieving the ultimate goal – the creation of demand and fulfillment of the demand in a timely manner. Every industry contains symbiotic elements which work together in harmony to achieve the given mission. Fundamentally, two simple truths are clear in relation to the music industry: (1) distribution without proper marketing and promotion will result in limited sales opportunities and (2) marketing and promotion without proper distribution will result in a great deal of wasted potential, effort and financial investment. Alexis Kelley, founder of LiveWire Entertainment Sales and Marketing states, "hopefully you can now see why distribution is a necessity, not a luxury, in marketing your recording to the masses. Do your research and put together a great package that demonstrates you not only have excellent music, but that you are a serious businessperson and also know how to market and sell your recordings!"* Excellent advice, indeed, if you're seeking to maximize your potential.

So the question is this - are you being a good steward with the opportunities God has placed in your path or are you just a big head with no body to support the weight of your success? Part of being a successful musician (particularly a Christian musician) is remaining humble and honestly assessing what you are and are not actually capable of. As your music ministry/career grows, so should your team. Find solid, competent team members to support your efforts in order to avoid being a big giant head in an industry where big heads simply can't survive. Don’t waste the opportunities God blesses you with by failing to see the wisdom in using available resources to their fullest extent. All parts of the body contribute to a healthy and successful career.

* Quote from the article "The Hows and Whys of Distribution" by Alexis Kelley