by Paul Jankowski, Forbes Magazine, 1/2/19.
..,I’ve been studying the role faith plays in marketing to the New Heartland for over a decade. As one of the three core values this cohort, which makes up 60% of the country, prioritizes in their decision-making process, it’s important to explore its relevance in today’s society.
…Get to a place where you understand the role faith plays.
Lately, entertainment and faith have been intersecting in ways that reflect a New Heartland state of mind.
Faith and its connection to pop culture is gaining ground with both New Heartland and non-New Heartland personalities leading the way.
… Here are 6 examples from 2019 of pop culture heavyweights leaning into faith, not away from it…
2. Eric Church Faces Monsters with Prayer
2019 was the year of embracing faith in country music. Some notable songs featuring faith include Matt Stell’s “Prayed For You,” Blake Shelton’s “God’s Country” and Little Big Town’s“The Daughters,” fans were introduced to “Monsters” by Eric Church at the end of the summer. Church sings about the power of prayer when faced with difficult times. Since his first EP, “Sinners Like Me,” Church has danced with faith in his lyrics to much success.
3. Chance the Rapper Gets Inspiration from Above
Since Chance the Rapper declared himself as a Christian rapper in 2018, he has lived out the lifestyle very publicly. He uses Jesus’ name on network TV, volunteers for Kids of the Kingdom in his hometown of Chicago, and shares his message of faith through his music. His 2018 single, “Blessings,” opens with the line “I’m gon’ praise Him, praise Him ’til I’m gone. When the praises go up, the blessings come down.”
4. Dolly Parton Takes Traditional Values to a Non-Traditional Genre
Swedish DJs Galantis and Dutch singer Mr. Probz approached Parton with a proposal to sing on their EDM remake of John Hiatt’s 80s hit, “Faith.” Many of her country songs have been re purposed as party mixes, but this is the first time she collaborated on a venture of this type outside of her bluegrass roots. Her collaborations following 18 years away from the stage are predominantly faith-focused. In addition to “Faith,” Parton joined forces with For King and Country earlier in 2019 on their song “God Only Knows.”