How do CHH artists stay relevant?

Music itself is a complex industry to break into, with tastes and trends shifting swiftly to meet the demands of the public- how do the up-and-coming artists get enough staying power to make an impact?

How do they stay true to their core and not get carried away with the changing tides? And how do they keep a servant’s heart, ensuring their music stays on mission and not just a passing fad?

Where are the voices of wisdom to guide the next generation? And can we amplify their voices to be heard above the uproar of screaming fans?

CHH veteran, Honorary Recipient of KCA’s ‘Kingdom General’ Award, and GodChaserz, CEO Brinson- maybe that voice. 

With a lifetime of industry experience to his name, who better to be the guiding light to those following in his wake?

Brinson’s early years

The meeting with Brinson had been scheduled for a reason other than to write this piece; it was a chance comment that pivoted my approach to the chat, and I can’t help but think this was what it was meant to be all along. 

Being relatively new to CHH, I was ignorant of who he was, but it didn’t take me long to figure out he was a big deal. 

He graciously walked me through his early years: rapping at church at 4, doing secular rap, re-dedicating his life to Christ, and starting his music career. I shouldn’t have been surprised, but I was amazed at how much he had done in his life.

His label has released over 85 projects; he is an author and film producer and his 12th album is available for digital download.

It was precisely this I wanted him to speak to, the secret to his success. While secular artists had sources to look to, the same couldn’t be said about artists in CHH. And who better to show them how to stay relevant than someone who has lived it?

Before our talk today, I had done some research to find ways CHH artists could stay relevant- and all I found were secular articles but only one blurb from an interview with Toby Mac that was a few years old. So tell me, how do artists in the CHH space stay relevant? 

This is a given, but it’s so true. Staying in the face of God. Staying in prayer. Staying in constant concentration. And two, studying and having a love for people. 

Because you have to study the people, what they are listening to, what they are consuming, what they are not consuming.

And like the Bible says: The soulwinner is wise. I’m always studying what’s popular in music, the sounds, the beats, the deliveries- not so much the content- but seeing if there is anything that I like that I can make my own and fuse in my own style and my own voice. 

So, staying in prayer, studying the melodies of music and where the music is going. Three is studying the technology of music: what new platforms are pushing out artists, what are the things that are not fully tapped into. And being consistent on trying to be excellent.

One piece of advice I found being given to secular artists was that being around other artists who were popping was very important. But seeing that we are relying on God to do a lot of the work, how important is that for our artists to stay relevant?

Secular doesn’t have anything to do with it. But for Christian hip hop, you have to be at the big events: the Kingdom Choice Awards, the FlavorFests, the HolySmoke Fest, the South by Southwest- because you get to experience what’s happening now. 

Im one of those guys that will just jump on a plane and go to those event because you gotta hear what’s going on. And not so much about being with the popular people, it’s about being around the creative people. 

Think about when you are in praise and worship. You are around so many people praising God, and there is a certain Spirit that is there. God’s Spirit. And when you get around godly creatives it’s the same thing. Its about being around godly creatives in the same space that ignites something on the inside of you to be more creative.

There are a lot of artists that they are the only voice that they have. And when you hear their stories, they will say, ‘I thought I was the only Christian rapper; I thought I was the only one.’ And in their city, they might be. But when you get around a community of creatives, it moves you. 

It is important to be in those kind of events, to be in those creative spaces. 

I really like that because I feel that that is something not many Christians get, but in the New Testament- its all about being in the community and doing life in the community and how important it is to hold yourself accountable in your faith walk. So it makes total sense to me that it would be the same here. 

Our conversation weaved in and out of all things CHH. The importance of it as an outreach tool, the hurdles it must cross in the face of criticism, and how, regardless of its negative press- the ultimate goal is to lead lost souls to Christ. 

What started out as a conversation between a master and a student- led to a deeper comprehension of the gift we have given. For the artists, a way to showcase their skill and point the way to eternity- and for those of us who support them, to make sure their voices are heard far and wide. 

Brinson had these final words of wisdom to the heirs of this mission. 

Get great at your craft, and have a very solid prayer life. Make sure your church and leadership are behind you through this. And have fun and love people.

I don’t think you should be in any kind of ministry, whether it’s Christian rap, coffee ministry, usher, or parking lot. You shouldn’t be in any kind of ministry if you don’t love people. Because Christ died for you, and he died for them, and people are most important to the Lord. So your love for people should exude through your music and everything you do.