Mat Anderson, vice president of marketing and brand strategy at Provident Label Group, said his company’s outreach to young audiences has been intentional—and has paid off. “The genre’s rapid growth over the past three years demonstrates that Christian music is resonating with new audiences and reengaging previous ones,” he told Billboard.
Instead of just trying to “repeat past successes,” Anderson said, the label has been “investing in the future of the genre” and working with young artists who have unique sounds. Provident was named Billboard’s Top Christian Label of 2024.
“For Christian music to thrive in the next five to 10 years,” Anderson explained, “we must attract younger audiences seeking sonically diverse music that authentically reflects their faith and life experiences.”
Forrest Frank: Surge in Christian Music Is ‘Incredible To Witness’
Frank, currently on tour for his new “Child of God II” album, reposted the headlines about Christian music’s surge. “JESUS IS ON THE MOVE!!!” he wrote on Instagram Thursday (May 14). “This is just the beginning. God is breathing life into every industry right now and it’s incredible to witness.”
Earlier this month, Frank shared a clip from his sold-out concert at Red Rocks Amphitheatre near Denver. Pushing back against the sentiment that “Christian music just doesn’t hit,” Frank wrote, “NAH IT’S TAKING OVER.”
In the comments section, fellow Christian artist Danny Gokey wrote to Frank, “Bro literally changed the whole Christian music genre in the best way possible!”
RELATED: Danny Gokey Hopes His New Album Gives Listeners a ‘Little Taste of Heaven on Earth’
Frank, 30, is a Dove Award winner, a Grammy Award nominee, and a candidate for Artist of the Year and Male Artist of the Year at the upcoming K-LOVE Fan Awards. Previously, he was part of the pop duo Surfaces.
Frank has a large following on social media, and a dance to his hit song “Your Way’s Better” went viral. Earlier this year, Frank told Grammys.com about his inspiration:
When I was growing up, I didn’t necessarily have cool Christian music to listen to. If I was going to the gym or if I was at the beach, it seemed like there weren’t really any Christian songs that would fit those facets of life… So, I aspired to make Christian music that I think is cool. I’m just making it the way that I love it. I think that authenticity is what kids resonate with.
Last month, Frank explained why he’ll never cuss in his lyrics. In response to a question about that topic, he shared a video montage of interactions with his youngest fans. In the caption, he included the words to Ephesians 4:29.
