Next Up? Holy Hip-Hop

While the hip-hop industry tends to balk at Gospel emcees, DJs remain unsure about what to do with hip-hops inspirational subgenre, Gospel rap. Earlier this month, the Recording Academy provided a solution--adding a new music category titled, Best Rock Gospel or Best Rap Gospel. Nominees and an award that will represent what is more commonly known as holy hip-hop (HHH), will make its debut during the 49th annual Grammy Awards on February 11, 2007. The category will include Christian emcees that specialize in hip-hop music. The addition is a viable move given HHHs growing appeal.

One of the most influential advocates of holy hip-hop is rap pioneer, Christopher Play Martin. Martin is best known for his role in the Kidn Play rap duo and as an actor in the House Party trilogy. From executive producing video projects to gaining exposure for the genre, Martin lends his full support to the holy hip-hop movement. In addition to working with a myriad of premier holy hip-hop artists, Martins HP4 Digital Works & Solutions (www.hp4digitalworks.com) production company released a movie titled, Holy Hip-Hop, which made its DVD debut in March.

I am excited for the artists and feel that [they] can finally be recognized for their efforts, Martin commented.

Although a little known fact, holy hip-hop has a 20 plus-year history that has seen exponential growth in recent years. The Gospel Music Association (GMA) estimates that Christian rock and hip-hop music accounts for 25% of all Gospel music sales. According to the GMA, double-digit sales growth is largely due to churches embracing diversity in music to appeal to youth and adults.

Holy Hip-Hops A-List

Two Atlanta based churches: World Changers Church International and New Birth Missionary Baptist Church help fuel the holy hip-hop community. With close to 55,000 members between them, the churches play host to many holy hip-hop supporters and industry A-listers. Dr. Creflo A. and Taffi Dollar are pastors of World Changers Church in College Park, GA and New York, NY. Mrs. Dollar is also the CEO of Arrow Records the recording label for Canton Jones. A Grammy Award nominee, Jones has amassed appeal in churches across the U.S. Africa, and Europe. The most musically diverse of his holy hip-hop peers, Jones is also the president and CEO of his own company, CAJO International. Jones versatility and crossover appeal grants him access to such events as the Vibe Music Fest, the Miami Spring Fest, the Bobby Jones Gospel Industry Retreat, and Bishop T.D. Jakes MegaFest. Notably, Jones was the only holy hip-hop artist represented at David Banners Heal the Hood concert in Atlanta last fall.

A HHH industry first, Jones kicked-off his 2006 concert tour and live DVD recording with a pre-concert Purple Carpet (versus red) event. The sold-out concert featured a slew of HHH artists based primarily in the South. The concert was a landmark production hosted by comedian, John Gray (http://mannagod.com) and chocked full of dancers, actors, and guest artists. Jones has three albums to his credit to include his latest release: The Password: Access Granted. Like his counterparts, Jones has an entourage of HHH affiliates who include independent recording artists Big Ran, Da Fam, Mouthpiece, and Kay Bizzy, all of whom are members of World Changers.

New Birth is the home church for four key supporters of the holy hip-hop movement: Minister eDDie Velez, Fatima Hall, Edward Young Dirty Long, and Lil iROCC Williams.

In addition to being a rapper, TV and radio personality, eDDie Velez is also the senior director of Youth Development at New Birth. Velez started on the HHH circuit in 1998 when he debuted on Hot 97.5s holy hip-hop radio pilot. He lends 25 years of experience to the HHH movement. Currently, Da Preachin Puerto Rican, is the host of the syndicated Holy Hip-Hop radio and TV program. He is also the host for the annual Holy Hip Hop Artist Showcase & Music Awards held in Atlanta.

Fatima Hall is the founder and publisher for IMAGE Magazine, a nationally distributed print medium geared towards youth and young adults. Although faith-based, the magazine has grown to appeal to a broad and international audience by focusing on universal interests like music, fashion, and social trends. Hall frequently highlights the accomplishments and influence of HHH artists such as Canton Jones and Lil iROCC both of who have graced the magazines cover. In addition to having magazines that advance the genre, HHH also boasts popular audio outlets.

Edward \"Young Dirty\" Long is the son of New Births senior pastor, Bishop Eddie L. Long. To his credit, Young Dirty is the CEO and host of The Good Life Radio as well as the vice-president of Represent Entertainment, LLC. Like his father, Young Dirty has a groundbreaking ministry that reaches the masses. The Good Life Radio is a nationally syndicated radio show that airs in over 17 markets and via the Internet. The broadcast provides a diverse listening experience to include rap, R&B, contemporary Gospel, pop, urban hip-hop, and holy hip-hop. In addition to being a radio host, Young Dirty is also an inspirational speaker and an emcee that collaborates often on recording projects with mainstream and holy hip-hop artists.

Though little in stature, Lil iROCC has a big impact on the holy hip-hop community. At 16, he is both the youngest HHH artist and the youngest music executive. In 2004, iROCC, along with his dad and mentor, Big ROCC, established their own label, Authority Music. Since his debut album, iROCC has received numerous accolades and awards that reflect his skills and accomplishment. Like Jones, iROCC has crossover appeal and has garnered national and international acclaim with his peers and adult audiences. Although his approach is diverse (he collaborates with a variety of music artists), he remains predominately rap in terms of content. Duly mature for his age, iROCC sets a standard for HHH emcees.

Among other characteristics, holy hip-hops A-listers have the uncanny ability to reflect the lifestyle they lead without loosing the art, form, flavor or feel of hip-hop--a telltale sign that holy hip-hops present affect is sure to impact the music industry for years to come.

http://www.hhnlive.com/features/more/94.html

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