Just months after the release of his Grammy-nominated album Rehab, Houston-born Christian rapper Lecrae is once again topping the charts with his follow-up project - Rehab: The Overdose.
As of 1pm on January 11 the record was holding the #2 overall position on iTunes' charts and the #1 position on the Hip-Hop/Rap chart.
However, you won't find the artist doing much bragging about this on any of his social networks. Instead, following the pattern he used in September when Rehab dropped, he's Tweeting about his current mission trip to Haiti.
This is quite a success for an artist with little to no video or radio airplay.
Rehab's first week sales were reportedly better than notable hip hop acts such as Ice Cube (N.W.A.) and Soulja Boy. And while both mainstream and gospel music airwaves could benefit from the Good News presented in such a popular way, Christian rap is still mostly relegated to life and promotion through Internet media and the grassroots efforts of churches and young adult groups.
Perhaps sales records such as this will bring this message-music more attention.
SIDENOTE: If this theme and marketing feels familiar it's probably because Eminem used a similar approach with 2009's Relapse and Refill projects. (Sigh)
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