For Rockers, Christian Blessing Can Be Fickle

Rocker Sufjan Stevens frequently channels faith through his music, but falls short of the standards of the Christian Music Trade Association -- a key U.S. gatekeeper in deciding what music is "Christian."
The association's seal of approval can mean lucrative exposure in a hot segment of an otherwise stagnant music market, and provide a stepping stone to broader success.
Stevens' ode to Jesus Christ, "To Be Alone With You," was heard during an episode of the popular and racy Fox TV teen drama "The OC."
An appearance on such a show would not necessarily hurt an artist's standing with the group, said president John Styll of the CMTA, which represents music labels specializing in Christian music.
"I would love to see more Christian music in venues that need it, so to speak," he said. "We love to let the light shine where it is darkest."
However, Styll said, Stevens lacks adequate distribution through Christian channels and has not shown a desire for the association's imprimatur. "He just doesn't want to play the Christian music-market game,* and that's OK," Styll said.
According to CMTA's Christian SoundScan arm, U.S. album sales of Christian rock grew around 125 percent from 2003 to 2004, expanding to 8.25 million from 3.66 million. During the same period, total U.S. album sales grew only 1.6 percent, rising to 666.7 million from 656.2 million.
Christian SoundScan data, collected with Nielsen Media Research, is publicized through Christian charts in Billboard magazine. Nielsen and Billboard are the property of Dutch media group VNU NV .
Hot groups on the Christian-music charts include Jars of Clay and Relient K. Jars of Clay sold 6 million albums last year, including many outside the CMTA's tracking.
To qualify, CMTA's Styll says albums must receive some national play on Christian radio, 25 percent of sales in the first week must be in Christian shops, and lyrics must have "Christian content."
Lyrics must be "in line with the principles taught in scripture," Styll said, a definition he acknowledges can be "a little loose."
Other factors might also play a role, he said, such as the venues an artist plays, or one's willingness to appear at Christian events like the twice-yearly Creation Festival. "You just kind of generally know" if someone fits in, he said.
Sufjan Stevens' growing appeal is not reflected in the Christian charts, despite songs like 'To Be Alone With You' and often strongly spiritual lyrics ("Oh Lamb of God!/Tell us your perfect design").
A favorite of the secular indie-rock scene, Stevens plays at edgier, smoke- and beer-choked venues, and his lyrics occasionally veer to off-color.
Lowell Brams, a manager at Stevens' label, Asthmatic Kitty, said most of the label's artists are Christian, but care little for the association's certification.
Other artists do care. The benefit of certification can be their first widespread publicity on Billboard, catching the eye of bigger retailers and labels.
"It's worked fine for us," said Jeff Risden, an agent representing Relient K.
The group got its first national exposure on the Christian charts in 2000, and eventually signed a recording contract with major label Capitol Records.

*Tell me...what is a "Christian music-market game"? Is that like "Monopoly". Sounds more like "Balderdash" to me