Christian Rappers Offer Alternative

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Paris Fisher of Pawtucket, R.I., a member of the hip-hop group Prospectors on a Mission, listens to Christian rapper G-Notes at Fla.vor Fest at Crossover Community Church in north Tampa. "This music is the solution," Fisher says.

By CRYSTAL L. LAUDERDALE / Tribune

By SARAH HOYE The Tampa Tribune

Published: May 20, 2007

TAMPA - Destruction, mayhem and terror just aren't doing it anymore for hip hop.

Anti-hip-hop sentiment grew after the April firing of shock jock Don Imus for derogatory language that, some pointed out, is common in hip-hop lyrics.

And for the first time in 30 years, mainstream rap sales are slipping. At the same time, people are turning on to socially conscious rappers - such as Common and Mos Def - and making room for a new breed of emcee: the Christian rapper.

These spirit-filled artists come cloaked in the same street gear, fitted caps and coordinating kicks. Their tracks are hard-hitting and catchy, and their labels produce made-for-MTV-quality videos.

The difference is in the message. These cats rep Jesus - and then some.

Pastor Tommy Kyllonen (aka Urban D) at Crossover Community Church in north Tampa raps the Gospel, and his hip-hop ministry has attracted young people for 10 years.

In November, Crossover hosted the seventh annual Fla.vor Fest, where ministers and community leaders learn how to influence hip-hop culture using Christian teachings.

Since its inception on the streets of New York City in the 1970s, hip-hop culture - rap, graffiti art and break dancing - has evolved into a multibillion-dollar industry infiltrating suburbia and permeating pop culture.

Yet somewhere along the way, the lyrics meandered from poetic tales of marginalized youth to the glamorization of thug life.

"Hip hop has become so commercial, it's about getting rich and making money," said Kyllonen. "They're not really artists - they're actors playing a certain role so they can live that lifestyle."

Kyllonen signed with EMI Records (Corinne Bailey Rae, Pink Floyd) in 2006 and released his sixth album, "Un.orthodox," on May 8. His book "Un.orthodox: Church.Hip-Hop.Culture" distributed by Zondervan, a major Christian publisher, also was released this month.

The autobiographical track "Un.orthodox" is about Kyllonen's spiritual struggle while growing up in Philadelphia as the son of a pastor and discovering his calling to the pulpit. Instead of talking about throwing some d's on his ride, he spits "'Cause of the path he paved/because of the price he paid/my lifestyle reps Christ/because of the life he gave."

"The album is about being who you were created to be," explained Kyllonen. "The message we're sending is antimaterialism, and saying that stuff is not going to do it for you."

Christian hip hop, combined with Christian rock, accounts for about 25 percent of all gospel music sales, according to the Gospel Music Association. Despite the spiritual messages, it remains a business with a bottom line.

"We want to draw them in and have them listen, and if the principles of Christ can sink in, that's not a bad thing," said Todd Collins, a native of Plant City who co-founded the Christian music label Beatmart Recordings in Nashville, Tenn. "Without masking it or without being ashamed of the message, we're trying to make it [Christian rap] relevant and not sound cheesy."

Collins, former drummer for Christian rockers dc Talk, started the label with his brother Troy. It represents about a dozen hip-hop artists, all with slick promo materials and masterfully produced tracks. Beatmart label mates Willie Will and Soul P have singles hot enough for the club and even commercial radio. However, getting the message into the mainstream, and staying true to the word, isn't easy.

"You have to be totally convinced that what you are standing for is to spread the Gospel of Jesus Christ," said Danny Wilson, founder of Holy Hip Hop Inc. of Atlanta and creator of the annual Holy Hip Hop Awards. "You need money to advertise and market, and we need money. People aren't listening to the guy on the street with the Bible; they're listening to the guy on TV because, obviously, he's important."

Many of those guys on TV are singing about the glories of sexism, misogyny and greed, said Byron Hurt, director of the 2006 documentary "Hip-Hop: Beyond Beats & Rhymes."

Some who have come under fire include Nelly, Snoop Dogg and 50 Cent.

"What really disturbed me most [making the film] was that all of this is way too normal. People listen to it and hear it without questioning it," he said, adding that he was - and is - a fan of the genre.

"But everybody is not fine with it, and those who aren't don't hate hip hop; they want something more."

Paris Fisher and Eduardo "aka Rawsrvnt" Puyol made the trek to Tampa for Fla.vor Fest. Fisher, of Pawtucket, R.I., and a member of POAM (Prospectors on a Mission), manned a table of T-shirts while Puyol, of West Palm Beach, peddled his newest rap worship CD, "In Rare Form."

"My message is through outreach, and this is a form of how we do it," said Fisher, who closed his one-stop hip-hop shop to work with urban youth and record "conscious" rap. "This music is the solution. We're not just trying to save the culture we're trying to revive the people."

The industry will change when society changes, said Puyol, who gave up chasing women and drugs to pursue music full time.

"Almost every song out there is talking about sexing and doing drugs. I lived that life, and it doesn't bring happiness and peace," he said.

"The greatest emcee of all times was Jesus. … My motive in rapping and making music is to just love on the one who loves me."