I was disappointed when I read in the newspaper that the Dove Awards (Christian Music’s most prestigious award ceremony) will be held on Wednesday, April 21, 2010. The Christian Music industry demonstrates in this schedule a great disregard about it’s local fan base in Middle Tennessee which attends Wednesday night church. I know there is nothing sacred or Biblical about Wednesday night church, but you would think a struggling Christian music industry would want to recognize the cultural customs of their most important audience. This is especially true of teenagers who attend weekly youth services that overwhelmingly take place on Wednesday nights.
The Christian music industry was a big part of my discipleship process when I was growing up, so I desire to see it succeed. However, young people today are not going to automatically listen to music because it is “Christian” like my generation did. Instead, the artists must create a fan base by personal involvement that create bonds with fans. Christian artist can’t expect to “produce it, and they will listen.” Instead, they need to build bridges with local churches again that will make their music more meaningful at the grass-roots. This small decision to have the Dove Awards on Wednesday afternoon (4:00 pm) is indicative of a larger issue – the Christian music industry is out of touch with the local church.