Lecrae has garnered major publicity not only in Christian music but in the mainstream media. He performed on the BET Awards Cypha and was mentioned as a stand out. He performed on Paid Dues, the mainstream markets largest U.S. hip hop festival, and has garnered publicity on all major hip hop media outlets in the mainstream market.
Lecrae has sold more than most artists in Christian music. His album ‘Rehab’ which released October 2010 is still on the iTunes Hip Hop charts - in the top 50.
#3: Major Touring.
Lecrae is a touring beast. Lecrae and the Reach Records camp sells 2,000 - 10,000 tickets per event including a run across many of the major House of Blues venues. Aside from touring with his own label mates, he has joined tours such as Mercy Me on “The Rock & Worship Roadshow” Tour which is majority a CCM audience.
#4: Major strategic collaborations.
Lecrae has collaborated with artists in the CCM market such as David Crowder Band, KJ-52, Britt Nicole, Jimmy Needham, and Mikeschair which will grow his audience in the CCM market and will help do the same for Christian Hip Hop as a whole. Aside from his collaborations in the Christian market, Lecrae has collaborated with mainstream heavyweight producer Statik Selektah, as well as Dee-1.
Lecrae and Reach Records have a movement going on. There is excitement behind what they are doing. When rock music and hip hop music went through their infant stages, the fans fought for it when their parents and naysayers said it was a fad. Christian Hip Hop is at the point of breaking away from the naysayers and are finally getting the acceptance from a lot of the church and the mainstream market. The CCM market that has dominated the Dove Awards up until last year, for the most part, just isn’t exciting. They need to regroup. Lecrae, Reach Records, and Christian Hip Hop is about to revitalize the Dove Awards, Christian music, and inject God’s word into the mainstream hip hop market like never before.