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Marketing has always been the dirty word in Southern Gospel. Fans, and even some artists, don’t want to hear that there is a business attached to a ministry. But just as churches and evangelists have bills to pay and must be fiscally responsible, artists who sing Christian music need to know how to manage the business of Southern Gospel. A huge part of that management is knowing how to get your music to the people that want to hear it, or, ‘marketing’.

Kevin Ward and Mickey Gamble, with EmPower Your Ministry, launched a survey during the National Quartet Convention in Louisville Kentucky, September 2009. They gathered statistics from artists regarding the distance they drove to attend, the amount they paid to attend and the need for marketing advice. Most artists drove over 300 miles to attend the event and spent between $500 and over $2000. All were looking for assistance in marketing and finding ministry opportunities.

The website connected with Ward’s and Gamble’s organization, located at www.EmPowerYourMinistry.com, states other statistics about Southern Gospel. Retail sales of this music have dropped to 10% of 1999 sales. Southern Gospel radio stations have decreased from 1600 to 500. Also, the number of ticketed music events has declined while ‘free-will offering’ events have increased. Attendance has fallen along with table sales.

While this presents a bleak financial picture for the Southern Gospel artist, it is important that the artist realizes there is a fan base for Southern Gospel. If this fan base doesn’t know you exist, or doesn’t know you have product that they need to hear, then you need to consider new areas of marketing. Rob Patz, President of Coastal Media which encompasses SGM Radio, SGN Scoops and the Southern Styles Show, comments on marketing in 2010.

“All areas of Southern Gospel have to look at marketing differently than we did even five years ago,” says Patz. “We need to get back to the grassroots; to find the people who already love what we do and have them tell others. It’s the simplest form of marketing and the most effective. Your fans are your best salespeople.”

The major source of income for Southern Gospel artists is still concert events and record table sales. Concerts can be marketed better through the artist preparing the promoter with the best tools possible. The use of the internet for one-on-one communication is the best promotion for concerts in this age of technology.

“We have to remain relevant and adjust our methods to the changing society,” says Patz. “The Southern Gospel industry as a whole is trying to see where it fits in and where it needs to go. We need to remember our history and stay true to that history. But we also need to adjust to the present and be relevant, as well as keeping an eye on what society will want in the future. This doesn’t mean changing our message because the message is the reason we exist. It does mean changing our methods.”

With the decrease in actual Southern Gospel radio stations, it may seem like airplay for this genre is doomed to demise. Not so, says Patz. “As someone who has been around the industry a long time, I definitely say that the sky is not falling. There are great avenues out there for your music, from internet stations to XM stations. Radio is relevant and there is a need for it, but there is also a morphing of what we see as radio. I didn’t know seven years ago when I started the internet station on SGM Radio what the situation would be today in Southern Gospel.”

“Artists need to concentrate on producing a quality project. If there are limited funds for a project and for it’s release to radio, you should use the funds on the development of a good project first.”

Mark Trammell, who has been in Southern Gospel for several decades and has weathered many phases in the industry, has long been reputed as an expert in marketing. He has watched the decline in good, solid male quartets in the industry and recently added a bass singer to his group. Trammell’s advice to groups is simple. “Release more than one project per year and offer special packages. Be smart with your song selections and what you release to radio. Make sure they fit your group’s overall ministry motive.”

Radio is still important to the artist, to showcase their music to new fans. If a group is planning a national tour, then planning a new radio release is one of the best ways to build concert attendance. Unfortunately, radio airplay doesn’t always equate to sales. With fewer dollars to spend, the artist needs to be fiscally responsible. Patz suggests putting funds toward increasing the quality of the product and hiring someone to assist with marketing. A professionally presented, fully rehearsed concert is also something to focus on. God should be given your very best and your concert attendees also deserve no less.

“At every concert, the artist needs to be mindful of every person in each seat. That person needs to hear your message and can also be a potential customer. You need to be transparent and real for that person to hear your message,” says Patz. “People know when you aren’t real. They came to your concert, which shows they want to hear you and they desire to believe in you. Give them the confidence to believe in you.”

As concert revenues fall, it may seem a daunting task to get out on the road each week. However, artists can survive economically in this time of recession. According to Trammell, this can be done through, “The grace of God and the good will of Christian people, period!”

One way to ensure continued concert appearances and an increasing fan base is through communication. Artists need to develop their core fan base with all available technological and internet tools. Anything that allows the fan to connect one-on-one with the artist is positive and will build the artist’s fan base. Social networking is a large factor in this connection, including Facebook, Twitter and MySpace. Websites that allow for personal blogs and responses by fans increase communication and awareness of the artist.

In the next segment, Southern Gospel Marketing will discuss finding and reaching your niche audience and how to communicate to them in an age of short attention spans.

We would like to acknowledge and thank the following for their assistance:

Kevin Ward and Mickey Gamble, EmPower Your Ministry www.EmPowerYourMinistry.com
Mark Trammell , Mark Trammell Ministries, www.marktrammellministries.com
Rob Patz, Coastal Media Group, www.sgmradio.com