{"id":199717,"date":"2025-10-30T12:18:33","date_gmt":"2025-10-30T16:18:33","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2025\/10\/30\/why-faith-based-hip-hop-rb-is-becoming-the-new-mainstream-guest-column-3\/"},"modified":"2025-10-30T12:18:33","modified_gmt":"2025-10-30T16:18:33","slug":"why-faith-based-hip-hop-rb-is-becoming-the-new-mainstream-guest-column-3","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2025\/10\/30\/why-faith-based-hip-hop-rb-is-becoming-the-new-mainstream-guest-column-3\/","title":{"rendered":"Why Faith-Based Hip-Hop\/R&B Is Becoming the \u2018New Mainstream\u2019 (Guest\u00a0Column)"},"content":{"rendered":"

<\/p>\n

<\/p>\n
\n

\n\tThe growing prominence of faith-based\/Christian hip-hop and R&B, aka Rhythm + Praise, is resonating far beyond the traditional radio airwaves. It\u2019s making notable shifts into film, TV, sports and even the gaming world. Rhythm + Praise (R+P) artists possess the ability to marry powerful messaging with innovative sounds and, in the process, are finding their music being featured in an ever-expanding range of media \u2014 often in ways directly impacting the cultural landscape.<\/p>\n

\n\tSitting between gospel and contemporary Christian music (CCM), Rhythm + Praise bridges gospel with contemporary styles, offering a more modern, relatable sound for younger audiences. R+P offers an alternative to mainstream secular messages: non-traditional in format, melody, lyrics and production. Not limited to religious beliefs, these artists foster themes of hope, redemption, mental health awareness and positive living.<\/p>\n

\n
\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3><\/div>\n

\n
\n

\t\t\t<\/p>\n

\n
\n

\t\t\t\t\t\t\"Chris<\/p><\/div>\n<\/p><\/div>\n

\n

<\/p>\n

<\/span><\/p>\n

\n\t\t\t\t\t<\/div>\n
\n

\n

\t\t\t\t\tInside Contemporary Christian\u2019s Heavenly Rise to Among the Fastest-Growing Genres In the\u00a0U.S.\t\t<\/p>\n<\/h3><\/div>\n

<\/time><\/p><\/div>\n

\t\t<\/a><\/p>\n<\/div><\/div>\n<\/div>\n

\n\tAccording to Luminate, in the first 30 weeks of 2025, on-demand audio streams of songs in the core Christian\/gospel genre \u2014 which were also categorized in the sub-genre of R&B\/hip-hop \u2014totaled 1.37 billion, up from 878 million during the same 30-week period in 2024. These figures are inclusive of user-generated content (UGC) streams.<\/p>\n

\n\tFour-time Grammy winner Lecrae<\/a> and Dove Award-winning artist NF<\/a> have been paving the way in faith-based hip-hop for years. Both artists have individually accumulated billions of streams and video content views. Lecrae has 2.03 billion and NF has 13.28 billion on-demand official audio and video streams for all of their songs, over the course of their careers, in the U.S. through Sept. 25, according to Luminate. (Note: These figures do not include UGC streams.) <\/strong>Given the powerful reach of their music, both NF and Lecrae have successfully secured licensing and sync opportunities in the sports gaming arena, marketing their music via the NBA<\/em>, ESPN<\/em> and Madden NFL<\/em> video game series.<\/p>\n

\n\tAnother example is emerging independent hip-hop artist Miles Minnick. He recently released his first album, Via Dolorosa<\/em>, through his GLO label joint venture with EMPIRE<\/a>. Minnick is also reaching beyond the church-going audience via his first sports gaming sync placement, \u201cLowkey Wildin,\u201d with NBA 2K25<\/em>. His growing base of more than 500,000 fans \u2014 aka GLO Nation \u2014 prompted the launches of his GLO Festival in the San Francisco Bay Area and his own clothing line, Christlike. Minnick also made history in March when he became the first Christian hip-hop artist to headline a stage at Rolling Loud Los Angeles.<\/p>\n

\n
\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3><\/div>\n

\n
\n

\t\t\t<\/p>\n

\n
\n

\t\t\t\t\t\t\"(L-R,<\/p><\/div>\n<\/p><\/div>\n

\n

<\/p>\n

<\/span><\/p>\n

\n\t\t\t\t\t<\/div>\n
\n

\n

\t\t\t\t\tBMG Enters Faith-Based Music Market With By Design\u00a0Partnership\t\t<\/p>\n<\/h3><\/div>\n

<\/time><\/p><\/div>\n

\t\t<\/a><\/p>\n<\/div><\/div>\n<\/div>\n

\n\tNoting that Gen-Z and millennials are demanding more uplifting content, Minnick says a major cultural shift, which he tags the \u201cNew Mainstream,\u201d is happening. \u201cNew Mainstream isn\u2019t just a phrase \u2014 it\u2019s my lifestyle,\u201d he explains. \u201cIt means putting faith at the center of culture and proving you can be bold about your beliefs while making a real impact. Whether it\u2019s getting the stamp [of approval] collaborating with rap icon E-40<\/a>, launching a label, performing at Rolling Loud or selling out tours, I\u2019m showing the world that you don\u2019t have to change who you are to change the world.\u201d<\/p>\n

\n\tMainstream artists are also magnifying messages of faith in their music. From Drake<\/a> (\u201cGod\u2019s Plan\u201d) and DJ Khaled<\/a> (\u201cGod Did\u201d) to Mustard<\/a> (\u201cPray for Me\u201d) and GloRilla<\/a>, who won her first BET Award for best gospel\/inspirational song (\u201cRain Down on Me\u201d featuring Kirk Franklin<\/a>, Maverick City Music<\/a>, Kierra Sheard<\/a> and Chandler Moore<\/a>), these artists are helping to broaden the crossover space for faith-based music.<\/p>\n

\n\tThe same thing is happening on the label front. Co-founded with Ben Washer<\/strong> in 2004, Lecrae\u2019s Reach Records is now seeing other music companies join the movement, including EMPIRE and Universal Music Group. Earlier this year, the latter relaunched legacy label Tamla<\/a> with a faith-based hip-hop\/R+P artist roster that includes Childlike Cici and Dante Pride. One of Tamla\u2019s artists, Dove Award nominee Lee Vasi, performed at this year\u2019s BET X 106 & Park Experience in Los Angeles. And gamma., home to Mariah Carey<\/a> and Usher<\/a>, established a joint venture with Grammy-winning producer Rodney Jerkins<\/a>\u2019 R+P imprint Alienz Alive with signees Alex Jean, Jon Keith, Aha Gazelle and nobigdyl<\/a>.<\/p>\n

\n
\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3><\/div>\n

\n
\n

\t\t\t<\/p>\n

\n
\n

\t\t\t\t\t\t\"Brandon<\/p><\/div>\n<\/p><\/div>\n

\n

<\/p>\n

<\/span><\/p>\n

\n\t\t\t\t\t<\/div>\n
\n

\n

\t\t\t\t\tChristian Music Is Surging on Billboard\u2019s Charts, Thanks to These Two\u00a0Artists\t\t<\/p>\n<\/h3><\/div>\n

<\/time><\/p><\/div>\n

\t\t<\/a><\/p>\n<\/div>\n

\n

\t\t\t<\/p>\n

\n
\n

\t\t\t\t\t\tRenee Rapp performs at the Renee Rapp \"Bite Me Tour\u201d Opening Night held at Red Rocks Amphitheatre on September 23, 2025 in Morrison, Colorado.<\/p><\/div>\n<\/p><\/div>\n

\n

<\/p>\n

<\/span><\/p>\n

\n\t\t\t\t\t<\/div>\n
\n

\n

\t\t\t\t\tRene\u00e9 Rapp Joins Australian Open AO Live 2026 Line-Up\t\t<\/p>\n<\/h3><\/div>\n

<\/time><\/p><\/div>\n

\t\t<\/a><\/p>\n<\/div>\n

\n

\t\t\t<\/p>\n

\n
\n

\t\t\t\t\t\t\"Louis<\/p><\/div>\n<\/p><\/div>\n

\n

<\/p>\n

<\/span><\/p>\n

\n\t\t\t\t\t<\/div>\n
\n

\n

\t\t\t\t\tLouis Tomlinson, Kane Brown, Kaskade & More Join Performer Lineup for Formula 1 Las Vegas Grand Prix 2025\t\t<\/p>\n<\/h3><\/div>\n

<\/time><\/p><\/div>\n

\t\t<\/a><\/p>\n<\/div><\/div>\n<\/div>\n

\n\tWhile streaming numbers are strong, streaming radio still remains an important promotional tool in expanding audience reach. <\/strong>And that\u2019s thanks to shows like the Trendsetter Sense-hosted Chosen Journey<\/em> on SiriusXM\u2019s Hip-Hop Nation channel and Da Fixx<\/em> on SiriusXM\u2019s Christian hip-hop\/R+P channel,<\/strong> Holy Culture Radio. <\/em>Holy Culture owner James Rosseau Sr.<\/strong> partnered with SiriusXM in 2022 to cater to a burgeoning audience of more than 5 million listeners, per Nielsen Compass.<\/p>\n

\n\tFilm and TV are also homing in on the faith-based market. Producers Tyler Perry and DeVon Franklin, heavy hitters in both of those arenas, joined forces with Netflix for Ruth + Boaz. <\/em>The just-released film features the original song \u201cFaithful,\u201d penned specifically for the project by Grammy-winning artist\/producer Babyface<\/a>. It also appears on the film\u2019s five-song companion EP.<\/p>\n

\n\tAs a music supervisor starting out in faith-based television programming, I produced season 2 of the award-winning soundtrack album for the hit series Greenleaf<\/em>.\u00a0I\u2019ve seen firsthand how the power of positioning faith-based hip-hop\/R+P artists on a major network show (scripted or unscripted) can help break their music and expand their brand.<\/p>\n

\n
\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3><\/div>\n

\n
\n

\t\t\t<\/p>\n

\n
\n

\t\t\t\t\t\t\"(L<\/p><\/div>\n<\/p><\/div>\n

\n

<\/p>\n

<\/span><\/p>\n

\n\t\t\t\t\t<\/div>\n
\n

\n

\t\t\t\t\tNashville Industry Veterans Form Multi-Faceted, Faith-Forward Music Company By\u00a0Design\t\t<\/p>\n<\/h3><\/div>\n

<\/time><\/p><\/div>\n

\t\t<\/a><\/p>\n<\/div><\/div>\n<\/div>\n

\n\tIn response to that and other above-referenced factors, I established the traveling roundtable series Faith + Sync<\/em> in L.A. this year. I wanted to provide a unique platform to discuss how faith is influencing culture, creative direction, content placement and the future of music in film, TV and digital media. And also to offer the opportunity to connect with influential voices in those mediums who are shaping the conversation about how faith-based\/R+P artists are influencing music, sync licensing and culture.<\/p>\n

\n\tThrough changing demographics, streaming power and strong independent success stories, faith-based hip-hop\/Rhythm + Praise is debunking assumptions by mainstream media about its audience size, relevance and impact. As this movement gains stronger momentum, I\u2019m committed to joining all those building the bridge to keep pushing this music forward like EMPIRE president Tina Davis<\/strong>. \u201cInspirational hip-hop\/R&B isn\u2019t new,\u201d says Davis. \u201cBut there\u2019s a new wave of anointed young talent across the globe raising their hands in their God\u2019s name. And it\u2019s needed!\u201d<\/p>\n

\n\tAngela M. Jollivette, founder of Moonbaby Media Inc.<\/a> and Faith + Sync,<\/a> is an award-winning music supervisor\/producer whose credits include the major network series Greenleaf, Sunday\u2019s Best, Black Ink Crew: New York\/Chicago\/L.A. and Norman Lear\u2019s final TV production, Clean Slat<\/em>e.<\/p>\n


\n \"Billboard
\n<\/a><\/p>\n

\n\t<\/a>
\u00a0<\/p>\n<\/div>\n<\/div>\n

Aller \u00e0 la source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The growing prominence of faith-based\/Christian hip-hop and R&B, aka Rhythm + Praise, is resonating far beyond the traditional radio airwaves. It\u2019s making notable shifts into film, TV, sports and even the gaming world. Rhythm + Praise (R+P) artists possess the ability to marry powerful messaging with innovative sounds and, in the process, are finding their […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-199717","post","type-post","status-publish","format-standard","hentry","category-musique","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"_links":{"self":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/199717","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/comments?post=199717"}],"version-history":[{"count":0,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/199717\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/media?parent=199717"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/categories?post=199717"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/tags?post=199717"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}