{"id":9754,"date":"2026-02-06T16:34:17","date_gmt":"2026-02-06T16:34:17","guid":{"rendered":"https:\/\/www.billboard.com\/?post_type=billboard_pro_post&p=1236174195"},"modified":"2026-02-06T16:34:17","modified_gmt":"2026-02-06T16:34:17","slug":"inside-christian-musics-touring-boom-something-to-believe-in","status":"publish","type":"post","link":"https:\/\/sarmiento24h.com\/?p=9754","title":{"rendered":"Inside Christian Music\u2019s Touring Boom: \u2018Something To Believe\u00a0In\u2019"},"content":{"rendered":"
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Trending on Billboard <\/h3>\n<\/p><\/div>\n

When Forrest Frank and his booking team at UTA opened up ticket sales for the Christian music singer\u2019s 26-city Child of God Tour Part 2 in December 2024, they made a calculated risk \u2014 taking the artist from the 2,000- to 5,000-seat standing-room clubs where he had been performing hits including \u201cGood Day\u201d and \u201cUp!\u201d to 6,000 to 7,000 average paid capacity venues that would offer more comfortable seating for the families and younger fans attending his shows. <\/p>\n

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\u201cWe were very intentional about wanting to play smaller arenas,\u201d UTA music agent Jonathan Roberts says. Forrest Frank had also just released \u201cYour Way\u2019s Better,\u201d a catchy pop song that was bolstered by a viral TikTok dance in 2025, resulting in his solo Billboard Hot 100 debut.<\/p>\n

\u201cAll the songs had snowballed. Dickies Arena in Fort Worth [Texas] sold out [12,000 tickets] on day one of the presale,\u201d Roberts says. \u201cWe couldn\u2019t add dates because of certain parameters of time we could work with, so the only thing we could do was find every seat in the buildings we were in and get as many people in as possible.\u201d<\/p>\n

For the tour stop at Nashville\u2019s Bridgestone Arena in April 2025, that meant opening upper levels. \u201cWe had the intention of only playing the lower bowl, up to the 200 level, because that still would have been 8,000 people,\u201d Roberts says. \u201cWe ended up with 13,000 people in the building.\u201d<\/p>\n

According to Luminate\u2019s 2025 Year-End Report, the global music industry earned 5.1 trillion on-demand audio song streams, rising 9.6% from 2024. The Christian music genre outpaced the industry\u2019s general growth, rising 18.5% in on-demand global audio song streams in 2025 compared with 2024.<\/p>\n

Several Christian artists have found themselves in the middle of the genre\u2019s commercial swell.<\/p>\n

In May 2025, two Christian music songs appeared on the Hot 100 simultaneously for the first time in 11 years: Forrest Frank\u2019s \u201cYour Way\u2019s Better\u201d and Brandon Lake\u2019s \u201cHard Fought Hallelujah.\u201d After first releasing a solo version of \u201cHard Fought Hallelujah,\u201d Lake teamed with country artist Jelly Roll for a collaborative version, vaulting the song into the Hot 100\u2019s top 40. Christian artist Josiah Queen, who is booked by the Jeff Roberts Agency, also made his Hot 100 debut in 2025 with \u201cDusty Bibles,\u201d as did Phil Wickham with \u201cWhat an Awesome God.\u201d<\/p>\n

Forrest Frank released his Child of God II<\/em> project in May 2025, reaching No. 1 on Top Christian Albums and No. 12 on the Billboard 200. In June, Lake released King of Hearts<\/em>, which peaked at No. 7 on the Billboard 200 and No. 1 on Top Christian Albums. Lake followed \u201cHard Fought Hallelujah\u201d with such songs as \u201cSevens\u201d and a featured performance on Queen\u2019s three-week Christian Airplay No. 1, \u201cCan\u2019t Steal My Joy.\u201d<\/p>\n

UTA, which launched its Christian music division in 2024 and represents artists including Forrest Frank, Lake, Wickham, Lecrae, Elevation Worship, Elevation Rhythm and bodie, has seen that uptick in consumption translate to wins on the road.<\/p>\n

According to UTA, average attendance for Forrest Frank\u2019s shows nearly tripled from 2024 to 2025, rising from 2,840 to 8,320, as part of his Child of God Tour Part 2 arena trek, which included sold-out shows in Nashville; Anaheim, Calif.; and Tulsa, Okla.<\/p>\n

UTA also reports that Lake\u2019s 2024 tour dates brought an average of 8,199 attendees per show, while his 2025-26 King of Hearts<\/em> tour has drawn an average of 11,436 to date. Lake and Wickham\u2019s co-headlining Summer Worship Nights run drew 10,325 average attendance per show in 2024 and rose to an average of 16,823 in 2025.<\/p>\n

\u201cEver since I got back into [venues] after 2020, it felt like there was something that broke open, that has not changed, just a hunger in the church for the presence of God, a longing for real connection with each other in God,\u201d Wickham says. \u201cIt doesn\u2019t feel like I\u2019m preaching that from the stage, hoping people will respond. It feels like people are preaching it back to me with their faith in the room. I\u2019m joining a wave of what\u2019s happening and it\u2019s so beautiful.\u201d<\/p>\n

For UTA agent Nick Barnes, who leads the agency\u2019s Heartland initiative (a group focused on shared values of community, faith and family), a few other moments that signaled the genre\u2019s influence on mainstream culture happened backstage at the Bridgestone Arena shows on Frank\u2019s Child of God Tour Part 2 and the Lake-Wickham trek.<\/p>\n

\u201cI noticed the amount of crossover musicians, celebrities, actors, artists that were backstage, wanting to hang in the culture,\u201d Barnes says. \u201cWhen you see that, you know the tide is turning.\u201d<\/p>\n

WME partner of Christian music Mark Claassen says, \u201cA big part of this is the breaking down of genre walls, especially with Gen Z. Their playlists consist of Christian and worship songs mixed right in with country, hip-hop, pop, alternative and more. It\u2019s just not separated or segmented the way it was in the \u201990s and 2000s.\u201d<\/p>\n

Genre mainstay artists such as Chris Tomlin and tobyMac, who are booked by Platform Artists, have long headlined at storied venues such as Kia Forum in Los Angeles and Colorado\u2019s Red Rocks Amphitheatre. But Claassen notes that historically, younger and newer Christian artists were limited to headlining church venues or Christian colleges. That has changed, as agencies have increasingly worked with not only established Christian music promoters such as Awakening Events and TPR but also Live Nation and AEG. Elevation Rhythm\u2019s Goodbye Yesterday tour included stops at New York City\u2019s Irving Plaza and Nashville\u2019s Cannery Hall. Queen\u2019s Mt. Zion Tour includes stops at Phoenix\u2019s Arizona Financial Theatre and Boston\u2019s Citizens House of Blues.<\/p>\n

\u201cWe are in a season where all concert promoters are seeing the value and ticket sales and want to work with these artists, all the way down to local independent clubs and theaters,\u201d Claassen says.<\/p>\n

After his Child of God Tour Part 2 ended in May, Forrest Frank continued releasing a deluge of songs that reached the top 10 on Billboard<\/em>\u2019s Hot Christian Songs chart, including \u201cNothing Else\u201d (featuring Thomas Rhett), \u201cGod\u2019s Got My Back\u201d and \u201cLemonade\u201d (with The Figs).<\/p>\n

All those hits primed the recent on-sale for his 29-city The Jesus Generation Tour presented by TPR, which launches in June. Forrest Frank will play a mix of arenas and outdoor stadiums, including Nashville\u2019s GEODIS Park (23,000 capacity), Pennsylvania\u2019s Hersheypark Stadium (30,000) and Arlington, Texas\u2019 Globe Life Field (35,000) while arena stops will feature in-the-round seating. Roberts estimates that over 500,000 tickets have already been sold for the tour.<\/p>\n

Awakening Events founder and CEO Dan Fife has also witnessed the growth in the genre. Among the promoter\u2019s current tours are tobyMac\u2019s Hits Deep Tour, Seph Schlueter\u2019s Counting My Blessings<\/em> trek and Chris Tomlin\u2019s annual Good Friday Nashville event (which, in 2024, set the record for the largest ticketed Christian concert at Bridgestone Arena with 15,889 attendees). According to Awakening, last year it promoted 355 shows, selling over 820,000 tickets, with 2026 projections to be over 400 shows.<\/p>\n

\u201cThis has been my primary genre for the past 25 years and it\u2019s been fun to see the growth,\u201d Fife says. \u201cIt\u2019s a genre where radio is still as important as streaming. Between the [digital service providers] and some of the great radio networks out there, that\u2019s a one plus one equals three situation.\u201d<\/p>\n

WME launched its Christian division, WME CMG, more than 10 years ago and has seen its touring income nearly double since 2018, largely due to more arena tours from clients including Lauren Daigle, Kirk Franklin, worship collective Maverick City Music, MercyMe and Crowder. (Former Maverick City Music members Chandler Moore and Naomi Raine are now signed as solo artists with WME.)<\/p>\n

From 2023 to 2025, WME CMG continued having steady growth, from booking 800 shows with 3.3 million in attendance in 2023 to booking over 900 shows in 2025 with over 4 million attendees.<\/p>\n

WME\u2019s Claassen points to the opening weekend of Daigle\u2019s 2020 global tour \u2014 which was cut short by the COVID-19 pandemic \u2014 as a turning point. \u201cAt that time, no artist coming directly out of the Christian music space had reached that level of ticket counts or grosses,\u201d Claassen says. \u201cWe were selling out arenas at on-sale. That tour was doing comparable business to artists like Carrie Underwood and the Jonas Brothers, which made it clear this wasn\u2019t niche growth anymore. It was mainstream-level demand.\u201d<\/p>\n

According to WME, gospel music artist Kirk Franklin and Maverick City Music\u2019s 50-city Kingdom Tour in 2022 marked a major milestone by grossing over $1 million for individual shows.<\/p>\n

\u201cCombining the biggest gospel act of all time with the hottest [contemporary Christian music] and worship act at that moment hit at exactly the right time. It felt like a true crossover of worlds, where everyone in the room felt welcome, and it became a never-been-done-before kind of show,\u201d says Mike Snider, partner, Christian music at WME.<\/p>\n

Like their Gen Z and Gen Alpha fans, today\u2019s rising and established artists are social media-savvy, harnessing TikTok, Instagram and other platforms to promote their music, with more faith-based songs finding homes on secular playlists.<\/p>\n

Over the past several years, artists ranging from Ye to Florida Georgia Line and Carrie Underwood have released faith-inspired music or albums. Barnes predicts the next several months will have more mainstream artists entering the contemporary Christian music space: \u201cThey\u2019re inviting people into the CCM world [to be] themselves, and that\u2019s working.\u201d<\/p>\n

Christian artists have also increasingly made appearances at mainstream festivals in recent years, with NF and Daigle playing Lollapalooza, Lake performing at CMA Fest, Anne Wilson performing at Stagecoach and Franklin appearing at All Points East. Forrest Frank will perform at RodeoHouston this year, and Christian artists Caleb Gordon, 1KPhew, whatuprg, Anike, Nathan Davis Jr. and JAN will play hip-hop sets that will open the final day of this year\u2019s Rolling Loud festival.<\/p>\n

\u201cWe\u2019ve got these artists on our roster that are completely unashamed about who they are and are running headfirst toward it,\u201d Barnes says. \u201cThat\u2019s what\u2019s drawing the Gen Z and Gen Alpha kids toward this music, and these kids are looking for something to believe in.\u201d <\/p>\n

Top Christian Artists<\/strong>\t<\/h2>\n

1. Forrest Frank
2. Brandon Lake
3. Elevation Worship
4. Josiah Queen
5. Phil Wickham
6. CeCe Winans
7. Lauren Daigle
8. Anne Wilson
9. Ye
10. Leanna Crawford<\/p>\n

Top Christian Artists ranks the best-performing acts of the chart year based on activity on the Top Christian Albums and Hot Christian Songs lists, as well as Billboard Boxscore. The 2025 tracking period ran from Oct. 26, 2024, to Oct. 18, 2025.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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