Tuesday, April 19, 2011
Lecrae links with Paradigm Agency / Sho Baraka leaves Reach Records
The 116 Clique boys continue to make moves toward new and broader audiences.
Over the weekend, it was announced that Lecrae had restructured his business relationship with Reach Booking and would now schedule engagement dates through the Paradigm Talent Agency (clients include: Coldplay, Aerosmith, Toby Keith, and will.i.am) in order to expand his brand.
In other words: Crayola is using a mainstream booking agent in an attempt to break out of the Christian music bubble and gain a wider audience who may not already share his worldview.
You can read the full press release here and join me in applauding and praying for the big homie on this effort.
And just days before, Sho Baraka announced that he would no longer be an artist under the Reach Records label. He'll still be on Reach projects this year and do some events and shows with them, but it appears his focus is now on the High Society collective he's formed with J.R., Swoope, and Suzy Rock.
He dropped the news via a statement posted on his Lions & Liars website.
However, I think it would have been a LOT more exciting if he had pulled a LeBron and just smugly announced he was "taking his talents" to High Society in a "Decision"-style special on TBN. Heck, I even have a "Journalist" in mind for the Jim Gray role. :)