Andrew Mall

Popular music in the twenty-first century is increasingly divided into niche markets. How do fans, musicians, and music industry executives define their markets' boundaries? What happens when musicians cross those boundaries? What can Christian music teach us about commercial popular music? In God Rock, Inc., Andrew Mall considers the aesthetic, commercial, ethical, and social boundaries of Christian popular music, from the late 1960s, when it emerged, through the 2010s. Drawing on ethnographic research, historical archives, interviews with music industry executives, and critical analyses of recordings, concerts, and music festival performances, Mall explores the tensions that have shaped this evolving market and frames broader questions about commerce, ethics, resistance, and crossover in music that defines itself as outside the mainstream.

The Business of Niche Music

God Rock, Inc

Monique M. Ingalls

Jeffers Engelhardt

Studying the role of music within religious congregations has become an increasingly complex exercise. The significant variations in musical style and content between different congregations require an interdisciplinary methodology that enables an accurate analysis, while also allowing for nuance in interpretation. This book is the first to help scholars think through the complexities of interdisciplinary research on congregational music-making by critically examining the theories and methods used by leading scholars in the field. An international and interdisciplinary panel of contributors introduces readers to a variety of research methodologies within the emerging field of congregational music studies. Utilizing insights from fields such as communications studies, ethnomusicology, history, liturgical studies, popular music studies, religious studies, and theology, it examines and models methodologies and theoretical perspectives that are grounded in each of these disciplines. In addition, this volume presents several “key issues” to ground these interpretive frameworks in the context of congregational music studies. These include topics like diaspora, ethics, gender, and migration. This book is a new milestone in the study of music amongst congregations, detailing the very latest in best academic practice. As such, it will be of great use to scholars of religious studies, music, and theology, as well as anyone engaging in ethnomusicological studies more generally.

Andrew Mall

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