Sing With Power - Contemporary Christian / Gospel

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Article #1

Christian music is an exciting and challenging career choice. Although it may seem like great fun, is it really possible to get a job with a record label? Exactly how hard is it to become an award-winning songwriter like Steven Curtis Chapman or a music diva as popular as Jaci Velasquez?

The questions about breaking into Christian music are almost endless, and the answers vary with each individual case. We took the challenge head-on, however, by calling on the expertise of INO Records President Jeff Moseley. His responses to the tough questions you posed about the music industry range from surprising to fascinating.

1. If you were interested in a career in Christian music, what would be the first step to "breaking into the business?"
-Signa Estes, Sherwood, Ark.

If this question is in regards to working at a Christian record label, volunteer locally with area promoters, radio stations and bookstores. Trade your sweat equity for the chance to work with professionals in various areas of the business. After you feel you have some knowledge, send your resume to record labels or a management company. You will need not only the experience of the above, but excellent references from your volunteer work.

2. Is it better to be signed by a record label or to be independent and why?
- Dustin Hoeffel, Eugene, Ore.

It depends on your calling, talent and appetite for hard work. If you're called to disseminate the gospel on a national level, friends validate this calling and others outside your friends recognize that your talent can translate on a national level, then, and only then, would I recommend being signed by a record label. Be ready for very trying, tough times. The "business" of music is very hard, whether signed to a national label or as an independent. I recommend starting as an independent artist. It will help you understand all aspects of the business and your calling.

3. What is the "best" way to break into the Christian music industry as an artist?
- Sean Shaw, U.S. Military

Bloom where you are planted. You need to be actively singing and ministering. Play for your friends, then your friends' friends, etc. Eventually this circle will widen to the point that someone will take notice. For some people, this is a matter of years, for others, a very short time. Rest in the fact that God rarely calls anyone onto a "national" platform, but rather asks us to be faithful in the small so that we may be ready in case anything on a larger scale would happen. Certainly go to the Seminar in the Rockies and enter the new artist contest and be involved in the Academy of Gospel Music Arts. But view these as opportunities to hone your craft rather than a chance for a big break.

4. I have written several songs, but have only recorded rough samples on audio cassettes. Many people have suggested I get my songs recorded professionally. I don't know how to go about it. What are the steps?
-Brian Langeveldt, Birmingham, Ala.

You probably need to get them recorded professionally. Most good professional song demos, which will showcase just your song, will cost somewhere between $500 and $1,000. An artist demo, which will showcase your vocals and the song, will cost between $1,000 and $3,000. To find a producer or engineer, start asking anyone who knows people in the Christian music industry. Contact the Gospel Music Association. "The Gospel and Contemporary Christian Music Networking Guide" is a great tool for finding contact information for record labels, management and booking organizations. Once you have that, you might try sending samples of your work.

5. How much time and money is actually put into making a CD?
- Julie Steinbruck, Boardman, Ore.

You will need three songs on a demo to show what you do. It takes about four days to make a three-song demo. For a basic, entry-level studio, you can pay around $50 an hour. Top-level studios can run $3,000 a day.

6. What are the challenges that you may come across when entering the Christian music industry?
- Jessica Beltran, Huntington Beach, Calif.

You're probably looking for an answer like, "Getting your music in the right hands," etc. But, I think there are two answers: Believing you are as good as your friends tell you you are, and believing you are as bad as your critics say you are. Neither is true. What you do is a gift from God. Hence, you can't take the blame nor the credit.

7. How would I get involved in the music industry writing and singing from where I live? Is it possible to do from the Tulsa, Okla. area or is a move to Nashville necessary?
- James Grider, Collinsville, Okla.

Sure you can be involved from Tulsa. I know several singers and songwriters who have. See No. 3. You can also get involved by attending different events like the Seminar in the Rockies, Estes Park, Colo.; the Gospel Music Association week in Nashville, Tenn., the Academy of Gospel Music Arts and several other local and regional songwriter and artist events.

8. How do you feel about songwriting contests as a mechanism to get my songs in front of artists, labels and producers? Are these contests a good way to get quality feedback for becoming a better songwriter?
-Jeff Swanson, Clackamas, Ore.

Yes they are, but please view them as opportunities for constructive critique. Remember, "iron sharpens iron." Some events are obviously better than others. Ask around and you can soon figure out which events are for you. I highly recommend The Academy for Gospel Music Arts as a great source of feedback.

9. We have recorded a homegrown CD. How do we get record labels to listen to it? Do we need to invest in an agent or do we just start calling different venues?
-Manuel Gonzalez, Pahrump, Nev.

Start by asking the people in your area who make a living in this industry. They should be able to tell you what they think and maybe recommend some people they have worked with. It may be an agent, a lawyer or a direct contact with a record company.

10. How would a person go about getting a record contract? What do they need to do? Who do they need to contact?
- Jonathan Riley, Amarillo, Texas

The answer to this is the same as No. 3. If you are faithful in your sphere of influence someone will notice what you are doing if it is effective. Keep in mind that God's economy is not the world's economy. Being effective does not always translate into record sales or contracts. Many of the most effective artists I know are ones that have never had a record deal or never traveled outside a 200-mile radius. They were able to help change lives in a deeply personal and effective way due to their focus.

11. What kind of criteria do you use in choosing an artist and are (physical) appearances a consideration?
- Marsha Murphy, Newport News, Va.

For me it always starts with calling. Do you have a specific call on your life? If so, can you articulate that? Then, are you walking out that calling on a daily basis? Is what you do effective? In other words, do others recognize your talents and are people moved to action when you minister? Of course, good songwriting and great vocals are imperative. But every artist is different. Some have better vocal ability and others are more of a songwriter. People need to recognize excellence in some aspect of your art and effectiveness in the ministry God gave you. And yes, physical appearances are a consideration. Not the most important, but still a consideration.

12. Do you have any theological standards that you inquire about when choosing artists?
- Raymond Rasmussen, West Chicago, Ill.

We look at the qualifications of elders and deacons contained in scripture and then try to make them age appropriate. We honestly believe that artists are held to the higher standard that elders, deacons and teachers are. No one is perfect, and you can't expect an artist to be, but you should expect him or her to wake up every day asking God what is right and just and pure and holy. We all fall down, but we want to work with artists who are falling forward, not backward. Platforms come with a price and a responsibility.

13. What age is too old to enter the Christian music industry as a singer? Is 38 too old?
- Missy Kelsey, Oklahoma City, Okla.

This a very good and very tough question. I would be lying if I said that age was not a factor in how record companies make signing decisions. Unfortunately, we live in a youth culture and most artists with a national platform start out much earlier than 38. There are several artists who are 38 or older, but almost all of them have been doing this for some time and they started at a much earlier age. Some genres of music are more tolerant of age than others, but if you are trying to get your first record deal, the competition is tough. It usually takes many years to be signed or to hone your craft.

14. What do you need to first get started in the industry as an artist. I was told I needed a bio, portfolio and press kit. Is this accurate?
- Tracy Akerman, Plainfield, Ill.

I am assuming you have a demo CD that showcases your writing and or singing abilities. After that, a short biography, photo and letters of recommendation would be nice. These are the things that make up a press kit. Remember that you are trying show people what you can do musically, how you will minister, what your focus is, that you are trustworthy, of high character and you are effective at what you do.

15. How do you go about soliciting a demo or a press kit?
- Earon Hartwell, Cottage Grove, Ore.

"The Gospel and Contemporary Christian Music Networking Guide" is a great tool for finding the record labels, management and booking organizations.

16. What are some of the most common mistakes made by aspiring artists trying to make it?
- Aaron Willis, Georgetown, Ky.

Trying too hard. If you are going to "make it" in this industry, it has to be by God's hand, not your own. Promotion does not come from the east or west, but by God alone. He is the One who sets up one and puts down another. Always remember God is more concerned about the state of your heart than the state of your art.

17. How hard is it to get started in a career as a Christian music artist?
-Alexandria Scott, Norfolk, Va.

It's very hard and the odds are stacked against you. It takes patience. But if you move forward diligently and faithfully, I believe God will direct your path and you will find "success," just not necessarily what you may define as success. Remember that God's economy is not the same as ours.

18. How do you select groups or artists for your record company? Do record companies have scouts?
- Megan Lowmaster, Woodburn, Ore.

Artists usually come to us by word of mouth and by demos. But we are always on the look out for something new and unique. I think everyone at a record label has a bit of scout in them. The demos I pay most attention to are those that I receive from trusted producers, managers, lawyers and other industry professionals who I know and have confidence in.

19. What is the No. 1 reason people don't make it in the record business?
- Katie Martin, Danville, Ky

Probably a lack of calling combined with a lack of ability, a lack of diligence and a lack of discipline.

20. When considering a new group do you look more at their sound or the sincerity of their ministry?
- Darin Bowman, Vancouver, Nash.

We actually look at the ministry, the music and the financial feasibility of the artist for the record label. Usually one of the legs on this three-pronged stool is more developed than the other, but all must be present. The artist must be actively ministering and walking out their calling.

21. What would be the best way to get into the Christian music industry if you didn't have much money to make a self-released CD?
- Garret Locklear, Raleigh, N.C.

Again, bloom where you are planted. Minister locally and regionally. Use your network of friends and contacts for opportunities to perform and minister. Eventually you will have enough money for a demo or there may be someone who feels called to help you get started financially.

22. How can someone who writes music get their lyrics looked at and possibly submitted to an artist or musician?
- Eric Peckham, Sterling, Colo.

I recommend teaming up with someone who writes music so you can have a complete song. Lyrics on their own are often hard to showcase without melodies. You can also submit your songs to a music publisher for consideration.

23. I am interested in working as a background vocalist. What is the best resource for locating opportunities such as these?
- Michele Carper, Ruby Florence, Colo.

If you're not in one of the major music cities it will be difficult for you to get involved in session work. This is one of those areas that you really need to be in the right location, such as Nashville, Los Angeles or New York. And you have to be as good, if not better, than the other session singers in these cities. Make sure you have had good training or coaching before you relocate and having contact with a session singer in those cities is almost imperative to introduce you and fill you in on the "inside track."