|Left to Right: Joel Klaiman Executive Vice President and General Manager of Columbia Records, Ben Washer Co-Owner/CEO of Reach Records, Lecrae, and Rob Stringer Chairman and CEO of Columbia Records|
A new deal has put Lecrae on Columbia Records and the Christian rapper will probably have more amplification on his voice than in previous times now as he makes the major career move.
The Grammy and Dove award winning rapper joins artistes such as Adele, Beyonce, Pharrel Williams, One Direction amongst other on Columbia Records – the biggest Label under Sony Music.
Lecrae has enjoyed mainstream success and that has also seen him scooping away some Grammys but the new deal takes things to a whole new level of high!
With the new deal, Lecrae will continue to make music “in conjunction” with Reach Records. Chad Horton, co-owner of the Christian hip-hop site Rapzilla said “Ultimately, I think it is both a branding and financial move for not only him but the entire Reach Records label roster.”
Reach Records founded by Lecrae boast of A-List Christian artistes including Trip Lee, Tedashii, and Andy Mineo.
While successful Christian rock bands (including Switchfoot, POD, and Jars of Clay) make deals with major labels, it hasn’t happened as often in Christian hip-hop. Nevertheless few Hip Hop artistes have enjoyed the priviledge including BB Jay who signed with Jive in the late ‘90s; and Mali Music, an R&B artist, is currently signed with RCA.
Meanwhile, Lecrae should braceup for the “sellout” backlash from critics, a criticism he should be used to by now.
Congrats to Lecrae!