May 2004
Many reasons for Gaither's popularity
By John Cody
LAST MONTH, Rolling Stone magazine featured the 2004 Rock Rich List, which detailed the world's wealthiest rock stars. At number 46 -- sandwiched between the remnants of the Grateful Dead and the Ozzy Osbourne family -- was Bill Gaither.
The 68 year old Grammy winner is the oldest individual on the list, and hardly considered a rock star. But statistics don't lie -- and in Gaither's case, they're impressive.
So, who the heck is this guy, and why is he so popular?
A former elementary school teacher, Gaither grew up in Alexandria, Indiana, and still lives there today. He sang in gospel quartets before forming the Bill Gaither Trio in 1963 with his brother Danny and sister Mary Anne. A year later, his new bride Gloria replaced Mary Anne -- and the trio recorded their debut release. Updating traditional gospel with a contemporary approach, the formula was immediately popular.
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By 1969, he'd won his first Dove award -- the Christian music industry's equivalent to a Grammy -- and at last count, he had received 20 of them. Eventually, the trio gave way to The Gaither Vocal Band, a quartet blending four-part harmonies with elements of country, barbershop, bluegrass and blues. It has had a revolving cast of characters, many of whom have gone on to solo success -- including Larnelle Harris, Michael English, Steve Green and Mark Lowry.
Gaither has written more than 500 songs. One of the most popular is 'He Touched Me.' It appears in various church hymnals, and has been covered by Elvis Presley, The Gatlin Brothers, The Oak Ridge Boys and even The Preservation Hall Jazz Band. Bill writes mostly with Gloria -- and in 2000, the couple earned the first-ever 'Songwriter of the Century Award' from the American Society of Composers, Authors and Publishers (ASCAP). Though you'd be hard-pressed to hear it in her writing, Gloria -- who holds a master's degree in literature -- cites '80s bands like Triumph and Journey as inspiration for her songwriting.
The Gaithers' songs, which adhere to a simple formula, frequently contain a theological depth missing from many in the praise genre. In a Christianity Today profile published last month, Bill claims: "We are what we are; but we have to be about more than music . . . . I'm here to lift up Jesus. If you don't like what we do musically, maybe we can still relate on that level." He's always been open to less traditional forms: in the '80s he helped put together White Heart, a CCM rock act that remained popular for more than a decade; and he's currently working with Toby McKeenan of dc Talk, in producing hip hop praise releases.
Gaither's popularity led to a 1995 special on The Nashville Network, and eventually The Gaither Gospel Hour series. Since then, more than 100 videos have been released, and many regularly place on the top 10 popular music video sales charts; at one point in 2001, Gaither videos occupied the number one, two, three and nine spots. According to Pollstar, his worldwide concerts gross more than Fleetwood Mac or Bruce Springsteen. Tour receipts alone topped $13 million last year, and that's before factoring in the considerable amount of merchandise sold at the concerts.
His TV shows are broadcast regularly on PBS, and given that the Public TV network's standards are in many ways the opposite of what Gaither represents, it's hardly a place one would expect to hear gospel music. Celebrating the best of Southern Gospel music, the series is incredibly popular, drawing 75 million viewers a year. His audience, while mostly Southern Baptists, includes members of a wide variety of denominations -- including a large contingent of Roman Catholics and many non-believers -- who simply enjoy the high quality of music.
Gaither's website, Gaithernet.com, is a virtual superstore for the online fan. Sign up for a membership, and you can receive more than 200 of the family's favourite recipes. Hook up to Gaither's own ISP.24-hour internet radio and you can "listen to your favourite Homecoming artists all day long." 'Ask Bill and Gloria' is where members "get answers to questions they've always wanted to ask." Gaithernet apparel, including hats, pins, polo shirts, 'Let Freedom Ring' T shirts, and Homecoming tour keychain lights are all available for purchase.
Visitors willing to travel to the Indiana complex can relax at the Latte Bar, or browse the Gaither Family Resources bookstore, which is open-minded enough to stock books by non-Christians. They even have two world class recording studios available. And while all this could sound like money-grubbing, it's worth noting that Gaither has never been involved in a scandal; those who work with him -- present and past employees -- speak highly of the man.
The four-hour-plus Gaither Homecoming extravaganza, which comes to Vancouver's GM Place May 21, features a typically wide array of performers, including: the Gaither Vocal Band, The Hoppers, The Isaacs, Ben Speer, Jeff & Sheri Easter, Lynda Randle, Ivan Parker, Jessy Dixon, Taylor Mason, Kevin Williams, Anthony Burger, The Crabb Family, Mike Allen and Amy Lambert.
Frequently, other guests show up -- sometimes unannounced. Sandi Patti, Russ Taff, Avalon, Out of Eden, Michael W. Smith, Mercy Me and Amy Grant have all made appearances at Gaither Homecomings. Those expecting a straight-ahead gospel hymn-sing will be surprised. Stylistically, the music is all over the map; recent shows have included a swing band, a Latino rock group, comedians, classical ballet, bluegrass and hip hop.
