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NASHVILLE, TN - OCTOBER 17: Reggie Smith, Wes Hampton and Adam Crabb of the Gaither Vocal Band ... [ ] accomplish during the 48th Annual GMA Dove Awards in Allen Arena on October 17, 2017 in Nashville, TN. (Photo by Jamie Gilliam/Icon Sportswire via Getty Images)

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A assemblage of factors accomplished contempo changes in the music industry at-large. COVID-19 affronted already-present pressures to move music burning online; the distinct is now added bankable than the album; and alive platforms helped breach bottomward brand distinctions and globalize music tastes. 

Streaming-platform use has resulted in an all-embracing acceleration in recorded music revenue, but according to RIAA’s 2019 anniversary industry report, alive accounted for 79.5 percent of those revenues. Revenues from concrete music sales alone 12 percent. Nielsen’s 2020 Mid-Year Address shows these numbers still bottomward — concrete anthology sales are bottomward addition 20.3 percent from aftermost year.

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Some genres acknowledge able-bodied to these changes, decidedly those that accumulate all-around acceptance — the best streamed artists in 2020, so far, are hip-hop artists like Drake, The Weeknd, and Lil Uzi Vert. But added genres haven’t accomplished agnate accession on music’s best accepted platforms. Christian music, for example, has alone accounted for 1.8 percent of absolute on-demand music streams this year. 

The Christian music customer abject is aging, and may be beneath acceptable to appoint with alive platforms. The Christian music industry has additionally accomplished banking pressures in contempo years, arch to contraction. 

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Yet admitting these challenges, Gaither Music Group — an absolute adorning music publishing aggregation — is experiencing growth. Paul Sizelove, Gaither’s President, was called a 2020 Billboard Indie Power Player for advantageous adorning music’s industry obstacles alike amidst the COVID-19 crisis, which has afflicted all areas of the field. But Sizelove didn’t accomplish advance by the bureau one ability expect. Instead, he tailored an access to his customer base. 

Paul Sizelove was called a 2020 Billboard Indie Power Player.

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“We’re a nontraditional label,” Sizelove says. “A approved characterization would accept added Top 40 hits, and be radio-driven, but I don’t accept the affluence of accepting Top 40 radio.” According to Sizelove, amplitude on Christian radio is added limited. A accepted acknowledgment to bound radio space, in the alive economy, is bypassing radio gatekeepers and affective a label’s archive online, area admirers accept added bureau over their consumption. Sizelove affianced in some of this by accretion Gaither’s acceding with Capitol Christian Music Group and accomplishment a affiliation with Primary Wave Publishing to access agenda and concrete distribution, consistent in a 30 percent access of agenda music streams over the antecedent year. 

But what helps Gaither abide a applicable absolute music publishing operation isn’t its internet presence. Contrary to industry trends, abundant of Gaither’s acquirement comes from concrete artefact sales. And these articles are awash from addition added anachronous medium: television. 

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Sizelove started the Gaither Gospel Series, Gaither’s account television special, 30 years ago. The appropriate appearance music performances from Gaither’s catalogue, as able-bodied as collaborations with country artists such as Alan Jackson and Josh Turner, who dabble in the adorning music brand due to overlap in country and Christian music customer bases. During anniversary special, the publishing aggregation sells CDs and DVDs of the shows and music in their catalogue. And admitting consumers are acid their cable TV cords, Gaither’s direct-to-consumer concrete artefact sales accept remained stable, alike through the pandemic. Sizelove did axis his action in one way that responds to industry trends: Sizelove transferred Gaither’s television specials to YouTube and its centralized alive service, Gaither TV. According to Sizelove, consumers acquirement as abundant concrete artefact from streamed shows as their network-aired alternatives. 

It’s absurd this business archetypal would crop success in added genres — brainstorm the TikTok bearing phoning a 1-800 cardinal to acquirement DVD specials. Sizelove’s archetypal works because he has tailored it to his customer base. He knows who is listening, area they are alert from, and what mediums they prefer. So, for absolute Christian outlets like Gaither Music Group, acquirement strategies that mirror acceptable publishing houses are nonviable. This garnered Sizelove’s acumen in the industry: a alertness to be artistic with the accoutrement already at hand.

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