Christian Retailing

ICRS: Pair of industry experts talk about selling Christian rap Print Email
Written by Ann Byle   
Thursday, 26 June 2014 11:15 AM America/New_York

FaithwerksMotionPictures-webKellen Cache, co-founder of, and Trae Dungy of Faithwerks Motion Pictures, had much to say about the importance of Christian retailers reaching the rap and hip-hop markets with music and film.

The pair spoke to a sparsely attended workshop Tuesday morning, June 24, urging retailers to begin to offer big-label and indie music in their stores, but, more importantly, “becoming community centers” in the neighborhoods where they do business.

One of the problems Christian rap musicians face, said the presenters, is that fans are forced to buy albums directly from the recording artist instead of from the stores.

“But we need the Christian stores,” Cache said.

They urged stores to embrace rap and hip hop, realizing that many artists are using the genre as a ministry, not just as music. Cache recounted stories of musicians selling their own tickets to events, allowing their fans to visit the retailer where they perform.

The bottom line, they agreed, was that Christian rap and hip-hop music is not getting into the retail stores where fans can find it, so retailers are missing out on a key buying group that is eager to purchase the newest albums.

“There’s a gap between what people really want and what is provided,” said Dungy, whose film projects include The Scroll, a documentary featuring T.D. Jakes, and The Last Adam.