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MARKETPLACE EVANGELISM

A new music-and-worship tour is making its way across the country. Though the tour features Michael W. Smith, Third Day, and minister/author Max Lucado, it is getting mixed reviews. The concern is not over the artists or personalities involved, rather it centers on the fact that Chevrolet sponsors the tour.

The tour event features devotional talks and prayers with Lucado, with music that encourages audience participation. The blending of the sacred and commercial has raised protests inside and outside the Christian community. Veteran musician Steve Camp says he is afraid the message has been watered down, because it is impossible to find acceptance in the corporate sponsorship arena and remain true to the gospel and the person of Jesus Christ. Rabbi James Rudin, senior inter-religious adviser for the American Jewish Committee in New York says religious services are “important to people and should not be perceived to be an extension of an advertising campaign.”

The tour’s performers do not see a problem. Third Day’s Manager David Huffman says Chevrolet allowed organizers to promote the concerts more effectively because they are helping pay for radio spots and direct mail efforts, and are giving away CDs with test drives. Lucado also applauds the decision, saying for a big corporation to get behind something nourishing in nature is refreshing. He says Chevrolet’s presence has not compromised the tour adding, “here’s the line that I won’t cross, and I haven’t been asked to cross: At no time has any advertiser told us what to say or to sing at the event.”

—USA Today, Christian Tour toots Chevy horn. Some say faith music, ads are an unholy mix., Brian Mansfield, November 5, 2002. Illustration by Jim L. Wilson and Jim Sandell.

1 Cor. 9:22 “To the weak I became weak, to win the weak. I have become all things to all men so that by all possible means I might save some.”