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News Archives

The Year’s Biggest Concert Belongs To A Christian Rapper

Friday July 30th, 2021

By : Lucas Shaw
Source : Bloomberg

One day in the early months of the Covid-19 pandemic, concert promoter Dan Fife was stuck at home when he came across a photo in Pollstar magazine of Mads Langer, a Danish singer-songwriter, performing at a drive-in theater.

The image of the socially distanced show gave Fife an idea. His company, Awakening Events, typically promotes about 350 concerts a year. But at the moment everything was at a standstill due to the coronavirus. Eager to get his employees back to work, Fife and his team tracked down about 335 functioning drive-ins across the U.S. and mapped out a potential tour. 

Then he called TobyMac, a 56-year-old Christian rapper and former member of the group DC Talk. The artist had won seven Grammy Awards and was once named the top Christian act at the Billboard Music Awards. His annual “Hits Deep” tour was typically Awakening’s biggest draw, selling 253,715 tickets and generating more than $9 million in sales in 2019.

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