It was less than five years ago that Christian rap was sort of a joke. It was something the goofy youth pastor did for summer camp gags and various Christian comedy groups parodied.
At some point between the legendarily earnest attempts at serious hip-hop from dc Talk’s earliest days and now, the genre had fallen into severe disrepair. While mainstream hip-hop at large became one of the most daring and innovative genres in the world, Christians remained wary of the genre.
Since 2000, five of the top-selling albums in the world were hip-hop. Guess how many hip-hop albums topped Christian charts over the past decade?
But there’s been a surprising, heartening change over the past few years. Starting with the staggering success of Reach Records and led by the creative endeavors of its founder Lecrae, Christian rap is becoming more than just respectable—it’s a force to be reckoned with.
It’s an impressive feat, but Christian hip-hop’s biggest and brashest transformation may lie in a little hip-hop studio in Portland, Ore., called Humble Beast.
It was started in 2010 by Bryan Winchester and Thomas Terry—who go by Braille and Odd Thomas, respectively. And it isn’t just innovative in the hip-hop scene—it’s a game-changer for businesses of any kind.