By India McCarty
TikTok has made a habit of pushing certain artists and songs to the top of the charts, and Christian music is no exception!
“For the longest time, to discover faith-based music, people had to come through some sort of Christian portal — a Christian bookstore, Christian radio, the church,” Holly Zabka, president of faith-based music label Provident Entertainment, told the Wall Street Journal.
Now, people can find Christian music easily online, with artists like Forrest Frank, Brandon Lake and Anne Wilson racking up thousands of views on TikTok and Instagram Reels. Those views have translated to streams and sales; Frank has earned over 1.2 billion streams in the US this year, while Lake’s streaming total stands at 862 million.
In fact, Christian music as a genre was one of the five fastest-growing genres of 2024 in the US, and that momentum is rolling over through 2025.
Related: Christian Music’s Popularity Skyrockets—This Is Why
“This is the most exciting time to be in Christian music,” Zabka said in an interview with NPR. “I don’t think we’ve ever been in this season of opportunity.”
She added that she and her team at Provident feel “a responsibility to grow the genre,” both commercially and spiritually.
“A lot of times that means pushing the boundaries, being as innovative as we possibly can, while making sure that we’re making music that still feels authentic to our genre, but not being scared to take our music into other spaces,” Zabka explained.
Provident was Billboard’s 2024 pick for No. 1 Top Christian Label, boasting mega-popular artists like Lake and Elevation Worship, as well as a willingness to try new things to reach Gen Z audiences.
“Over the past few years, we’ve focused on investing in the future of the genre instead of just seeking to repeat past successes,” marketing & brand strategy vice president Mat Anderson told Billboard. “For Christian music to thrive in the next 5-10 years, we must attract younger audiences seeking sonically diverse music that authentically reflects their faith and life experiences.”
Anderson continued, “We’ve partnered with young artists who offer unique perspectives, enabling them to shape the genre’s future rather than molding them to fit its past. This approach by Provident and others has been highly successful, as the genre’s rapid growth over the past three years demonstrates that Christian music is resonating with new audiences and reengaging previous ones.”
Through social media, Christian artists can reach larger audiences than ever before, bringing faith-based music into the mainstream.
Read Next: ‘Revival Is Underway’: Bible Sales, Christian Music, Faith Apps on the Rise
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