RICK ALTIZER is a musician, recording artist and one of the most outspoken observers of the Nashville CCM industry.

Rick Altizer

What's the first question our Christian record company executives are asking themselves regarding any new band or soloist? Does it reflect something of the heart of God? Is this good art? Sadly, no. The question they ask is, "Will this sell?" The financial bottom line is the main concern at America's corporately owned Christian labels. You must remember that EVERY major Christian record company in the USA is today owned and operated by large non-Christian corporations. These corporations care about one thing only. MONEY-HONEY! So, in the world of CCM, the financial aspect has become paramount in everyone's thinking. However, Christian music is defined by its content, not profitability.

I suggest a new first question be asked by companies before putting out a new record: "Is this true?" I'm positive that if the Christian record companies put out Marilyn Manson CDs in the Christian bookstores they would sell like crazy. We need to make sure our music is true first, then we can ask if it will sell. I understand that if the record companies don't make a profit then there's no more record company. I'm not suggesting they make bad business decisions. It's just that the emphasis needs to be switched to content first, then marketability second.

Look at how the industry makes "superstars" out of their acts. They hype them and push them as if they are the coolest, biggest stars in the world. Why do they do this? Because it sells records. Can you imagine a Christian record company trying to get you to buy one of their records by saying: 'This artist has a wonderful ministry. You've got to buy this record because our artist really knows how to minister?" No way! Why? Because nobody would buy it. It's sad, but a fact. They have to turn Michael W Smith (or whoever) into some huge Superstar so you'll think he's the next best thing to sliced bread, rush out to the store and buy 12 copies of his latest CD.

There are multiple dangers in this, but the first one is the danger to the artist. Here's the problem: The praise of men is addictive. Ask Solomon about it. He started out great (When asked by God what he wanted he responded...wisdom) but the praise of men really messed him up. The wisest man in the world ended up making a series of stupid decisions built on an inflamed ego. He built a temple to himself and at the end of his life he says: "It's all vanity and a waste of time" (that's in Ecclesiastes, by the way).

This hype machine can get into your blood stream. You can start out with the right motivation but after those great reviews and acclaim, you change your reason for doing it. You want to keep getting those good reviews and acclaim. It feels so good you want more and more. Next thing you know, you've lost total sight of why you're doing what you do. That's why I wrote the song "CM Superstar".

Unfortunately, there are too many Christian artists out there that have lost sight of why they started doing this in the first place. I'll remind them in case they forgot: to glorify God and not themselves! The praise of men can really mess you up and we don't help things by making "superstars" out of our artists. Just because I can play guitar and know how to wiggle my pants doesn't make me super-human-godly-holy-guy. It just means that I get a record deal and can hopefully make some money for my non-Christian owned American record label.