Worship Marketing?

What’s your new year’s resolution? Instead of making one for yourself, why not make one for your ministry?

Here’s a suggestion. Instead of reading the latest devotion/theological book, why not read a marketing book?

It sounds so crass, doesn’t it – marketing the Gospel. Okay, then let’s call it something different. How about “creatively making God’s truth relevant to our culture.”

Marketing is simply applying common sense to an issue in an effort to produce success. The Bible is filled with ideas for successful living, isn’t it?

I’ve found that reading the latest popular secular marketing book makes my mind more creative, and I’ll see parallels to my own ministry. I’ll dream up new ideas. I’ll try new things. I’ll evaluate. If the new thing fails, I’ll attempt to figure out why, then fix it or try something new.

For instance, by reading a marketing book you may discover that quality graphics are a subconscious clue for busy people to quickly evaluate the services offered by the digital advertising companies. That’s why millions are spent on logos and such. Does your website look amateurish (does your church even have a website?) Do your bulletins look like they were the product of a mimeograph from 1977? (Remember those things… with the purple ink and weird smell?) Would that send a signal to visitors that your church is amateurish and outdated?

Maybe you have trouble getting musicians to show up for rehearsals. By reading Freakonomics, I learn that many good, decent people will try to get away with anything they can. What if you decided to make a rule – if you don’t come to rehearsal, you can’t play on Sunday? Would that be enough incentive for them to rehearse?

What would happen if ministry leaders started seeing themselves as God’s entrepreneurs? Some have, and you know who they are. You don’t have to do things on a national scale, though. I get excited when I hear about a small church starting a coffee house to reach a different segment of the community. Or hearing about ministries that think outside the box and do clever things to reach their neighbors.

Just remember, successful entrepreneurs fail much more often than they succeed. They just appear more successful than the average Joe because, well, the average Joe just doesn’t try to do much. You can’t be afraid to fail, just don’t be afraid to try.

Here are a few of my favorite marketing books. To get your feet wet, I first suggest

Small Is the New Big and 183 Other Riffs, Rants, and Remarkable Business Ideas

All of marketing guru Seth Godin’s books are great, but this one is an easy start, with bite-sized essays on being remarkable. Why aren’t churches remarkable? By the way, Seth mentions WorshipIdeas in one of his ebooks along with other websites.

Blink: The Power of Thinking Without Thinking

Learn to trust your instincts with this best seller by Malcolm Gladwell.

Freakonomics

The book I mentioned earlier – “A Rogue Economist Explores the Hidden Side of Everything.”

Top 10 CCLI for week ending 01-15-2011

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1 Our God
Matt Redman, Chris Tomlin, Jonas Myrin, Jesse Reeves
Vamos Publishing/Said And Done Music/Thankyou Music/worshiptogether.com songs/SHOUT! Publishing/sixsteps Music
2 Mighty To Save
Ben Fielding, Reuben Morgan
Hillsong Publishing
3 Revelation Song
Jennie Lee Riddle
Gateway Create Publishing
4 How Great Is Our God
Chris Tomlin, Jesse Reeves, Ed Cash
worshiptogether.com songs/sixsteps Music/Alletrop Music
5 Blessed Be Your Name
Beth Redman, Matt Redman
Thankyou Music
6 Everlasting God
Brenton Brown, Ken Riley
Thankyou Music
7 How He Loves
John Mark McMillan
Integrity’s Hosanna! Music
8 I Will Follow
Reuben Morgan, Chris Tomlin, Jason Ingram
Vamos Publishing/Sony/ATV Timber Publishing/worshiptogether.com songs/SHOUT! Publishing/sixsteps Music
9 From The Inside Out
Joel Houston
Hillsong Publishing
10 Amazing Grace (My Chains Are Gone)
Chris Tomlin, Louie Giglio, John Newton
Vamos Publishing/worshiptogether.com songs/sixsteps Music

Keyboard Player Needed

The above picture is a real sign from a real church right down the street from me. They need a keyboardist but might as well get in line – all churches need a keyboardist and good ones are in short supply. I know of one big church with multiple campuses and multiple bands that have guitarists coming out of their ears and in rotation – and they still need keyboard players!

There’s a dearth for many reasons, but I think the main one is that most piano students (private lessons up to the piano majors in college) can rattle off complex classical masterpieces yet are dumbfounded by a pop chord chart and synthesizer.

And even classical keyboard players are hard to find these days in the church. At a megachurch where I once worked I was the only keyboard player, evidently out of the entire congregation, who was able to sight read music well enough to play for choir rehearsals – plunking out parts, etc.

To any young people out there I give this advice: if you want a career in music learn to play the keyboard and learn theory for these reasons:

1. You’ll never want for a church job. I can count on one hand the number of keyboardists comfortable with theory and improv in this part of the country who could hold a full time job at a church that requires arranging, notating music with software, creating chord charts and improvising for transitions and under prayers.

2. You’ll always be in demand to play. I know one keyboard player with a regular job who moonlights at two big churches because there just isn’t anyone else in town. Even if you don’t want a full time career in music, a keyboardist can still make extra money on the weekends from churches who pay their musicians. If you can play both blended/traditional as well as pop keyboards you’ll be even more in demand.

3. You can arrange and distribute your own music. It’s nice if you can sit in your room, strum a guitar and write a song, but then what? How will your music ever get out to the public? Learn theory. Learn chords so you can create your own chord charts. Learn how to record your songs in the most professional way possible so others can hear them. Learn how to write out a piano part since the vast majority of church pianists can’t improvise. Learn how to arrange your song for choirs or praise teams since many volunteer vocalists don’t have enough of an ear to pick out their own parts. Even by being able to simply write out the melody for a lead sheet you’ll be way ahead of the pack.

Bottom Line: If you want to make a living in music learn to play the keyboard – you’ll be a more well-rounded musician and have a leg up on the tons of competition.

Starting with Click Tracks

In my previous article I talked about the magic of a click track and how it can turn a band of amateurs into something special.

But how can you start? Here’s a list of 3 evolutionary click track steps from my own experience – from easy to high tech:

1. Basic: CD or MP3 player. When I first became a music director at a small church I started buying CD accompaniment tracks to augment our music (some weeks it would just be me and my keyboard, other weeks we had bass and drums and sometimes an electric guitar.) At the time (early 2000’s) I could find most of the popular praise songs in stereo track format, usually one per CD in three keys. I’d stick to uptempo songs and then play ballads all by myself on the keyboard.

As I played the keyboard with the track, the recorded drums acted as a click track – the beat kept me in time as I played along. I kept a portable CD player at the keyboard and triggered the tracks myself (I generally don’t trust anyone at the soundboard to trigger loops and clicks – they have enough to worry about.)

I also experimented with drum loops. The Parachute Band was big at the time (whatever happened to them?!) and my church absolutely loved songs like Amazing, Complete and All the Earth. I loved them because nearly every one of their songs had a prominent drum loop (and I’m a loop fanatic!) Even cooler was that they made downloadable tracks and drum loops available from their website – very unique for the time.

I’d use Parachute’s drum loops for their songs – which acted as a click track. The portable CD player on my keyboard was hooked up to the sound system – the drum loops would be fed into the house mix as well as the drummer’s monitor. The good thing about a click or drum loop is that if the drummer gets off all is not lost – once he gets back in the groove everything works out fine. This isn’t true with a click and musical material – you have to stay exactly on the click and perform the song exactly as it was recorded. If you’re just starting with clicks and loops, begin this way. Once your drummer feels comfortable and solid you can proceed to step #3.

Now I create my own drum loops with Stylus.

2. Intermediate: BOSS Dr. Beat Metronome DB-90. This is the gadget Brookwood used a few years ago and Newspring Greenville uses now. My buddy Jon Skaggs (one of the best drummers in Nashville who’s played with the likes of Nichole Nordeman, Brandon Heath and Casting Crowns) also uses the DB-90. Tempos for each song in the praise set can be preprogrammed into Dr. Beat and can even be triggered with a foot switch. The drummer is in charge of the device. >Learn more about it and watch a tutorial video at the BOSS website.

If you want to start out on the cheap I’ve found an iPhone app called “Tempo” that claims to have similar functionality to Dr. Beat.

Here’s a list of other iPhone metronomes.

If you’re new to click tracks, start simply by having the drummer use the metronome with headphones. Only he will hear the click but a steady drummer makes for a steady band. If your band uses an in-ear monitoring system put the click in everyone’s ears while allowing the drummer to control it.

3. Advanced: Laptop with DAW software. This is what we’re using at Brookwood. Most of our songs are performed with a click and Adam Fisher prepares tracks each week on his Mac laptop using Logic (DAW/Digital Audio Workstation software – Sonar is DAW software for the PC.)

This is where click tracks can get really fun – all sorts of sonic sweetening can be added like loops, strings, synth and other orchestration. Separate tracks can be sent to the soundboard for mixing in the house and in-ears by using an audio interface like a MOTU.

Years ago at my other church I’d send just the stereo signal from my laptop’s earphone jack, then graduated to an inexpensive audio interface that sent a better quality stereo output. The left channel would be click, heard by just in the drummer’s monitor and the right channel would be any additional loops/orchestration mixed in the house.

Bottom Line: Why is the Church known for lousy music, allowing musical talent move to LA, New York or Nashville to pursue secular careers? Let’s do something about it and up the ante in our music programs.

Click Track Magic

I’ve discovered one of the secrets to why the big megachurches have (usually) great music. And it isn’t necessarily because they have money to hire pros (although that is sometimes the case.)

It’s the click track.

I’ve seen firsthand how click tracks can turn ordinary, amateur players into something quite special. Why? Because one of the biggest problems with the typical praise band is they’re rhythmically sloppy. The songs will sound clunky. If your drummer has lousy timing your musical ship will sink before it will have even left the dock (your band will sound bad if even the most professional of players are in a band with a drummer that’s not steady.) Once the drummer is tight other players naturally lock in.

If you present the idea of a click track to your praise band and they squeal with joy count yourself blessed. Cocky amateurs will often throw a fit when presented with the idea of a click. If a drummer refuses to play with a click track then I know he’s not someone I’d want on my team. You’ll hear excuses like – a click kills the feel, it’s too stifling, blah blah blah, but what they’re really saying is their timing is so bad they can’t keep up with the click.

If you’re in a band that plays the same music night after night you may not need a click. I’m talking here about the quickest and easiest way to get a revolving door of amateur players to play new music week after week with the finest musicianship possible. And that’s accomplished with a click.

Once you get your band used to the click all kinds of fun can start happening – you can add sonic icing like drum loops, multitracks, background vocals and sync video.

A church I played at started using a click with great resistance. The guitarist was so outraged he started stomping his foot during rehearsal to try and get the drummer off the beat! The worship leader wouldn’t budge on the click so the guitarist ending up leaving the band. You do what you can to help people through change but sometimes it’s impossible for the band to move forward until opposition leaves. And that’s fine – that guitarist can find a ministry he’s happy with who won’t use a click! You have to crawl before you can walk and it took weeks before the band became comfortable enough with the click to even add a drum loop.

There’s no right or wrong way to start. To get your feet wet, try just using a click on the first one or two upbeat songs in your set and go clickless for the ballads. I enjoy having a click for the full set, then going free-tempo with just piano/vocal on a repeat of a chorus after a prayer or Scripture reading.

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