Pentecostal muscle: a hip-hop career launched?

Scorchio day: made for lazing around, sunbathing, swimming, seeing off local vicar to pastures new with hog-roast buffet and the help of the BBC's Songs of Praise, and introducing a new performer to national consciousness: Forgive, known in civilian life as Toby Butler.

Performing the topical track, 'Straight Fire', for a live broadcast from All Saints, Peckham, Forgive is soon to hippety-hop into a professional career as a musician in a niche market: UK Christian rap. In a world of rampant illicit downloads, tanking niche distributors and retailers (e.g. STL, now under new ownership; Wesley Owen), difficulty in standing out to mass audiences through the white noise of the internet, and shrinking offline media platforms for original music material, how does a new artist like Forgive make a mark on the culture?

• Set up a bespoke website: check;
• Launch a record label: check;
• Write loads of material: check, launch of debut album, Straight Fire, in August 2010;
• Develop a viral marketing strategy: check, stealth-bomb blogs with relevant copy, upload videos to YouTube, plug review copy on relevant platforms (e,g. forthcoming Cross Rhythms feature), decent SEO plan to get 'Forgive' as top rank, say, for 'UK Christian hip-hop' Google search terms;
• Get radio airplay: check, future niche domination of the likes of UCB Radio and Premier Christian Radio; tomorrow promotion via the likes of the Tom Robinson Introducing 6 Music show of bands without corporate contracts;
• Grow a loyal fan base: check, local gigs supplemented by national tours to local churches and festivals;
• Become a rapper-in-residence: react to relevant events with slam poetry like a hip-hop version of Carol Ann Duffy;
• Reclaim rap for positive messages: check, role model status brings private and public responsibilities (Toby is married to Hannah);
• Name-check merchandise à la Taio Cruz (viz: Rokstarr sunglasses): check today's chapter and verse; tomorrow the hip-hop Bible to retrieve the hype from KRS-One's megalomania? (Well, if it can be translated into Klingon, anything's possible);
• Investigate new markets: check, develop relationships with relevant international websites (e.g. urban churches, rap blogs and websites), make sure viral marketing messages are not exclusively UK-centric. 

While the field is narrow, talent one hopes will out. Hopefully Forgive will not be forgetten in a hurry: he might even get name-checked in Rapzilla's next video roll-call ...


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