'Multisensory' tours are a 'foreshadowing' of the digital era

An influx of new-look live events twinning music and speaking is being welcomed by industry leaders as "foreshadowing" how consumers will engage with content in the digital era. 

Observers say the idea of putting authors and musicians together—is "an innovative way" to connect with Christian audiences in a relevant manner, while driving product sales to the Christian retail channel. 

Among those taking part in the events is Max Lucado, whose latest Thomas Nelson book—Outlive Your Life: You Were Made to Make a Difference—debuted on the New York Times Hardcover Advice best-seller list in October. 

Lucado spoke during the Make A Difference Tour 2010, for which sponsors included World Vision, Thomas Nelson and AEG Live. The tour—which also featured Michael W. Smith, TobyMac, Jason Gray and Third Day—hit 20 cities from late September through the end of October. 

Meanwhile, best-selling author Donald Miller joined artists Derek Webb, Sandra McCracken and the Robbie Seay Band for the "Love Tells The Story Tour" this fall. The tour, touted as "a rare night of music, art and storytelling," was to make stops in 10 southern and eastern cities last month.

Mark Kuyper, president and CEO of the Evangelical Christian Publishers Association, told Christian Retailing that "experience is the key" for the events.

"I believe people enjoy the experience of hearing an author or an artist," he said. "People engage more fully because it is a multisensory experience, where they can see, hear and sometimes even physically participate. It also enables people to connect with the author or artist as a real person.

"I believe these tours are a foreshadowing of how and why people will engage in content in the new digital era," Kuyper added. "With rich media imbedded in the content, readers will be able to hear the author, witness events and experience the author in a deeper, more personal way."

CBA Executive Director Curtis Riskey told Christian Retailing that adding speakers to a musical tour is "an innovative way" to raise awareness of authors' and artists' works "because it speaks to Christian audiences very relevantly."

"While music is entertainment, for Christians it's also about worship," he said. "Having pastoral or thought leaders as speakers adds a dignity and grace to new public worship opportunities. The draw with any event is that it creates an instant community constructed around people with common interests, passions and ambitions."

Ed Leonard, Gospel Music Association board chairman and Daywind Music Group president, told Christian Retailing that the events "make so much sense."

"I believe you will see more of these centered on different themes within the gospel message," he said. "Fans can hear a great speaker surrounded by incredible music. … The Billy Graham events were a lot like this, and so are Women of Faith and Promise Keepers. 

"There is a merging of content—books, music, film—with collaboration," Leonard added. "It adds excitement and gives people a reason to get out and bring their friends to something special."

Lucado, who has previously partnered with music artists on several tours, told Christian Retailing that he enjoys being part of the events "because the combination of words and music is uniquely powerful."

"The corporate experience of singing creates a spiritual impact that words simply cannot do alone," Lucado said. "Plus, I just enjoy being with Michael, Toby and the Third Day guys. We share a common hope and a common goal and we're stronger together."

Anne Jackson, author of Permission to Speak Freely (Thomas Nelson) who joined actress Susan Isaacs and artist Solveig Leithaug for the "Permission to Speak Freely Tour" this fall, agreed.

"Authors, speakers and musicians in the faith community often share a similar message: hope," she told Christian Retailing. "Over the last several years, we've been learning that the one-dimensional aspect of past tours doesn't connect as well as it used to. As we each get to know the uniqueness of our audience, combining layers of art through speaking, book readings and music resonates with everyone in different ways. 

"This engages the heart of anyone who listens," Jackson added. "The person who is moved through music and the person who is moved through a speaker are both reached at the same event, and are both given a message of hope with which they can relate."

Emily Sweeney, Nelson's director of marketing, spiritual growth and practical living, told Christian Retailing that the authors and artists tours could have an impact on Christian products and stores.

"Multidimensional tours have the ability to amplify an author's message," she said. "By experiencing an idea through different mediums, such as story, song, humor and visual arts, the audience engages not only their minds, but also their hearts."

Riskey echoed those sentiments, noting that the tours are "a sign of how companies are changing to find a ways to connect with customers because music sales in stores have been decimated."

"Even though 65% of music sales are still physical sales, how people learn about new releases and buy products has changed," he said. "Events and tours are attempts to substitute for what stores once helped companies do, which is launch new products and introduce customers to new music and artists."

Riskey added that the events are "a signal to retailers that they must create in their stores a similar sense of community and be a center to engage others of like mind and spirit." 

"Christian stores can be helpful partners in supporting live events," Riskey said. "Not only can they help promote upcoming events in their marketing and social media, but they can also add new channels of distribution for products featured at events."

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