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I have been doing lots of teaching this summer, both privately and in seminars. I had a great time at Ben Speer’s School of Music and was invited by my dear friend Lou Hildreth to teach at the Southern Gospel Music Association of Texas. One of my fellow speakers was Brian Hudson, who was also in town promoting the concert that evening at Will Rogers Auditorium with Ernie Haase and Signature Sound.

The concert was sold out.

Brian did an excellent job in explaining his role in promoting the summer tour and some of the tools used to get the job done but, in the final analysis, he said it was SSQ’s commitment to the people and a quality performance that was the main reason their concerts were sold out. In other words, they DELIVERED THE PROMISE.

TO all the “naysayers” who say SGM is not a commercial product I say “Go to a SSQ concert.”

I realize that SSQ gets lot’s of help by being on the Gaither Tour (another example of quality SGM filling auditoriums), and is spending a considerable amount on marketing the group, but my point is that when given the opportunity, SSQ has delivered. They are proving that I am right. Consumers LOVE SG Music and will pay money to hear it when it is performed correctly.


I think SGM artists should honestly ask themselves the question, “If we were given the same opportunity that has been given to SSQ, do we have the goods to get the job done? If not, where are we lacking?”

How many of you, given the same opportunity right now, are capable of “Delivering the Promise?” Are you performing at the level that would consistently fill auditoriums? If not, why not?

Here are three of MY undeniable, indisputable laws of succeeding in SGM.

1. YOU MUST HAVE TALENT.
I can have all the desire in the world to play shortstop for the New York Yankees, but I don’t have the talent for the job. Does that mean I’m a failure? No, because I’ve directed my energy into an area that suits my talent.

2. YOU MUST HAVE A PASSION FOR GETTING BETTER.
I’m talking about that burning inside your gut that keeps you always hungry for improvement.

3. YOU MUST HAVE SOME KNOWLEDGE OF MUSIC.
I’m not talking about a college degree here, just a basic understanding. I don’t understand how anyone can expect to succeed in a MUSIC ministry without some knowledge of MUSIC.

Some of you will respond that you are not in this for the money or the fame, but rather are in it for the ministry. I believe you and admire you and commend you. However, the truth is that many artists who claim to be in this for souls and not for money, are sending songs out on compilations.

Three reasons for radio promotion are:
To minister,
To drive people to your concerts,
And to drive people to retail to purchase your product.

I cannot judge as to whether some of the songs I’ve heard released to radio have ministered to anyone. I know our Heavenly Father can use anything or anyone to minister.

However, I can say, with reasonable assurance, that some of the songs I hear on the radio would be much more likely to drive people AWAY from concerts and bookstores than TO them.

The truth is that many SG artists are ill prepared to be SG artists and are not doing anything to get better. We have lots of artists, but only a few that can “Deliver the Promise.” And that is the reason consumers and the music community perceive us as an inferior genre.

We have a whole generation of artists who have been taught that these things don’t matter. All that matters is getting a song on the radio to “get your name out there.” There is some SGM radio promotion that is not promoting anything but the radio promoters themselves. It’s destroying the industry.

It’s exactly the reason that many artists are failing. Promoting a product that is not ready is marketing “suicide.” Many in our industry are in denial, but I’m telling you “the proof is in the pudding.”

We have had great artists in our industry who have taken us to new heights, and once again we are witnessing the same with SSQ.

I leave you with this question. If tomorrow you had the opportunity to sing to a “sold out” auditorium, would you be able to carry the banner for SGM and “Deliver The Promise?”

As always, I welcome your comments.

God Bless You,

Nick Bruno
http://www.nickbruno.com

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