How Christian Music Became Big Business w/ Lecrae

Christian and Gospel music are having a major moment. According to Luminate, Christian and Gospel has risen by 25% from 2024 to 2025 — making it the second fastest growing genre in America behind Rock. Lecrae, four-time Grammy-winning Christian artist and founder of Reach Records, joins Billboard On The Record to break down the genre’s rapid growth, how it’s attracting younger fans and the nuances of combining faith with business. From building his own independent label to staying tapped in with rising artists, Lecrae shares his journey creating a career outside the traditional system, why speaking out matters and what makes Christian music a uniquely powerful and complex space. Love what you hear? Don’t forget to rate, review and subscribe so you never miss an episode of Billboard On The Record. Keep up with us on IG @billboardontherecord, TikTok @billboardontherecord and @wordsbykristin. Billboard On The Record is a podcast in partnership with SickBird Productions. Learn more about your ad choices. Visit megaphone.fm/adchoices