Grammy Award Winner and Christian Hip-hop artist Lecrae continues to make waves with his music. The rapper has signed with Columbia Records, the largest label under Sony Music.
With this big move, the influential rapper joins the label that represents some of the most influential names in the music industry, including Beyonce, Adele, Pharell Williams, and more
According to a report from the Atlanta Journal-Constitution, this deal is in conjunction with his own label, Reach Records.
Chad Horton, co-owner of the Christian Hip-hop site Rapzilla, spoke about what this deal would mean to Lecrae’s career. He said that this deal will “bring on things like radio airplay, larger tours, more featured placement on digital retailers and large playlists on services like Spotify and Apple Music.”
“It will get him more into the mainstream areas that he has been trying to break into the last few years,” he continued.
Horton also thinks that the record deal is both a “branding and financial move” for Lecrae and Reach Records as a whole.
Fans are supportive despite criticism for “selling out” to a non-Christian label
One fan even defended Lecrae on Youtube. He says: “Signing to Columbia Records, in my opinion, is the biggest move in Lecrae’s career—bigger than winning the Grammys…. This opens up for him to reach more, to reach the masses.” His latest album, Church Clothes 3, answered the backlash in his song titled “Sidelines.”
Lecrae broke the announcement about his record deal hours after announcing that his book made it on The New York Times bestseller list.