Praise and Worship Music Makes About One-Third of Musical Instrument Sales, Says Fender | Guitar.com
Market research by Fender found that about a third of the instruments sold are used for music of Christian worship and worship, a genre of contemporary Christian music that focuses on the soundscapes of open guitars and is played in churches.
The brand also revealed that internally it recognizes the importance of the stage and aims to support the community “on every stage.”
As Christianity today notes, said Matt Watts of Fender Ultimate Guitar earlier this year: “At Fender, we’ve recognized the importance of P&W for quite some time. Given our mission to support artists at all levels and on all stages, we are determined to serve as a major support to the worship community.
“We have learned that almost a third of all instruments sold are used in worship and there is no doubt that worship leaders and musical directors are a source of musical inspiration for so many musicians. Contemporary Christian and gospel artists who write and perform songs of praise continue to flourish, reaching millions of devotees and music lovers around the world.
The research also revealed that approximately one million musicians perform each week in their church, with that number undoubtedly contributing to the large amount of sales that come from the stage.
Praise and worship music is relatively rare in the UK and Europe, but it is popular in Protestant churches in the US and Australia. Leaders on the scene include Bethel Music, a label associated with Bethel Church in California, as well as Hillsong Worship, a performance group associated with Hillsong Church in Melbourne.
Players of the genre share a keen interest in guitar hardware, with YouTube hosting many videos introducing P&W guitarists, whose pedalboards are often peppered with ambient reverbs, digital delays, and low-gain overdrives.
Christianity today also noted that the findings shouldn’t be “surprised” if you’ve spoken to a worship leader. Adam Perez, postdoctoral fellow in liturgical studies at Duke Divinity School, told the publication: “Cult leaders always make comments about wanting to buy a new guitar. There are conversations about the need to “build my guitar” and discussions about guitar types. For many worship leaders, the guitar is that companion that marks your journey and marks your development as a genuine worship leader.
As COVID-19 restrictions are relaxed in many places around the world, the frequency of cult-related live performances is expected to increase soon – and with them, P & W’s share of the equipment market.