As we approach the new millennium, the church's mandate to spread the gospel of Jesus Christ is ever more urgent.
Traditional ways of communicating are seen as out-of-date and have been discarded. Many people, especially our young people, have never fully heard the good news about Jesus.
How can we effectively bridge the communication gap? We have appreciated for several decades the power of television, and the way that advertising can alter our purchasing and our worldview. But even this is changing. As sociologist Serge Denisoff writes: 'If you want to reach young people . . . write a song, don't buy an ad.'(1) Music is the new tool.
Local radio stations proliferate across the US. Some of these are specifically Christian, while others play music written by Christians and proclaiming the Christian message openly or subtly.
The industry over there produces a wide selection of 'recreational' music for Christian listening too. The supporting Christian music base is extensive. By 1986, Christian music sales in America had outsold jazz and classical combined.(2)
In Britain, the situation is different. We seem to be wary of using music's ability to touch our hearts.
Dangerous music?
The 18th century saw John and Charles Wesley writing many hymns in contemporary style to underpin their evangelism. Their music continues to feed believers even today. In the 19th century, D.L. Moody and the songster Ira Sankey were powerfully used together by God to impact many lives. D.L. Moody said: 'Music and song have not only accompanied all scriptural revivals, but are essential in deepening the spiritual life.' (3)
Our home-grown Christian music base, however, is changing. Well-known secular musicians like Paul Jones (a member of The Blues Band) and Rick Wakeman (popular during the 1970s in the Strawbs and YES) have wonderfully been converted.
Christian music is diversifying. Not only is soft rock and pop produced, the genre of much contemporary worship music in our churches, but alternative, metal/industrial and dance - the music of youth culture. American-influenced country, gospel and soul sit side-by-side with choral and classical offerings.
Worldwide Message Tribe are using their contemporary music in Manchester schools. They have a vision for reaching young people with the life-giving message of Jesus. Delirious? are another popular contemporary youth band seeking to bridge the communication gap. Matt Redman, Paul Oakley and Stuart Townend are good examples of current artists from a growing stable of anointed worship leaders.
Music festivals too, like Cross Rhythms and Greenbelt, are bringing contemporary Christian music to the current scene, giving Christian music street cred among today's culture. Christian music magazines such as Cross Rhythms and Black Gospel carry reviews of a wide range of Christian music, from rock to easy listening; R&B to alternative; gospel to jazz.
Is it working?
But are we succeeding? Is this growing resource reaching those for whom much of it is intended? Of the five national BBC radio stations and 13 BBC local stations, plus over 33 other locals, Christian music and views get precious little coverage, relegated mostly to early morning Sunday slots and the odd daily 15 minutes.
Three exceptions to this are Saturday morning Jazz FM (102.2 Greater London, Saturday 10.00am - 1.00pm), FLR (Gospel on Mondays 8.00-10.00pm, 107.3FM south-east London) and the wider known Premier Christian Radio. This station broadcasts around the capital 24 hours Monday to Sunday inclusive, with a varied programme including Christian contemporary music, Bible studies, children's slots and talks by well-known Christians.
There have been attempts to set up local Christian radio stations. Christian Voice operated for a short period before Christmas 1998 in the Birmingham area and Hope FM in Bournemouth. But the authorities tend to see Christian radio as too narrow an interest to grant long-term licences to. Yet ironically, Christians are not a small enough minority to be treated as a special case.
Missionary music
In other parts of the world, music is increasingly being recognised as an effective bridge to share the gospel and spark interest. Two missionaries report that 'in Japan, music . . . attracts more unsaved than any other facet of the church programme'.(4)
FEBA Radio produces and broadcasts Christian material to otherwise unreached parts of the world. They build listener loyalty by producing general interest programmes in the language and culture of their target audience. The gospel is introduced in an attractive and sensitive way.
United Christian Broad-casters (UCB) Europe creates a comprehensive Christian programme in the UK of inspirational music, talks, news items and gospel messages for a mainly Christian audience. Fresh to the scene is UCB/ Cross Rhythms, broadcasting in a similar way to FEBA with a more contemporary feel to reach a younger, more secular British audience. So far, both are broadcast only on Astra Sky Sports.
UCB have been seeking to use medium-wave and long-wave nationwide which can received on ordinary radio sets. They have been given a frequency to do this by Russia. Existing legislation in the UK prevents Christians from owning a national radio station and UCB are campaigning for change (see July EN). They are taking legal action to stop the frequency from being taken away and put out to tender. Non-commercial and supported by donations, UCB welcomes funding for broadcasting equipment as well as for day-to-day running needs.
Airing views
With a nationwide frequency transmitting 24 hours a day, the potential audience would be dramatically increased. With the existence of more local Christian stations, able to cater to local taste, regular air-play for home-produced Christian music would be possible. Sound Christian views from well-known British personalities and writers would be more widely heard, as well as current Christian events publicised. A whole nation, Christian and non-Christian alike, would benefit.
While not all Christian music is of the same quality, we should be choosing and encouraging the best, rather than tarring all with the same brush. Hearing a wider range would give us a greater incentive to buy Christian music rather than its secular equivalent. There is often a subtle counter-Christian message embedded in secular music. It would be better to soak ourselves in the healthier choice, while not cloistering ourselves totally.
Ailing artists
All this would support and encourage Christian artists, who on the whole live sacrificially. Despite popular misconceptions, 'only a handful of Christian artists make a decent living at all' according to Al Menconi, a Christian music specialist.(5) Many Christian artists in Britain fund their ministry with a regular secular job, while others are supported by their local churches.
Although there will always be a debate between commercial Christian radio stations or those supported by donations like UCB, those already on the air need our continued prayer.
Christians writing to the Prime Minister and their local MPs could do much to increase the awareness of the Christian desire for more radio coverage. We can join the campaigns for new radio frequencies, for local stations as well as for possible national coverage.
Jane Rowe
Jane Rowe is a housewife, mother and writer involved with children's work at St. John's, Harborne, Birmingham.
Quotes 1 to 5 are taken from Steve Miller's book The Contemporary Christian Music Debate, Tyndale House Publishers, ISBN 0 8423 1230 7.
Frequencies and addresses for radio stations:
Premier Christian Radio
London area, 1305, 1332, 1413 MW
PO Box 13000, London SW1E 5PP
(tel: 0171 316 1300, fax: 0171 233 6706, www.premier.org.uk)
United Christian Broadcasters (Europe)
Astra Sky Sports Channel 1 7.56 MHz
PO Box 255, Stoke-on-Trent ST4 8YY
(tel: 01782 642 000)
UCB/Cross Rhythms
Astra Sky Sports Channel 1 7.38 MHz
PO Box 1110, Stoke-on-Trent ST4 8JH
FEBA Radio
Ivy Arch Road, Worthing, West Sussex BN14 8BX
(tel: 01903 237 281, email: reception@feba.org.uk)
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