CarrieAtune: Staying in tune with Christian culture and music

Chris started performing at youth camps and writing songs which were picked up by the likes of Michael W. Smith, Amy Grant, Kathy Troccoli, and John Tesh. His skill as a lyricist prompted Rocketown Records to sign him as their first artist in 1996. Musical abilities instilled by his mother were revealed a year later when Chis released his debut album.

Now, a Dove award and 1.6 million units later, his sixth studio project, What a Heart is Beating For releases July 17 on INO/eb+flo/Columbia Records (Provident-Integrity).

Despite his son’s success, Mike says, “I can’t give a Chris Rice album away.” His Jesus Bookstore demographics have changed and now serves a predominantly African-American market. Mark says music sells very well at his store, but most of it is gospel. He adds the key to successful music sales: “Listen to your customers. They ask for what they want.”

Chris has also learned what his audience wants. After the success of top-10 mainstream love song “When Did You Fall,” he told me he’s been “set free to explore ideas in writing and topics that reach a much broader spectrum.” Chris is not writing songs that cross over to the general market only for the money. He has strong beliefs about Christians being light to the world and not just unto themselves. At the risk of being misunderstood, Chris Rice is using his skills and talents to get his music out into the world.

Mike faced many misunderstandings when he set out to follow the Lord’s calling to start a store. He had no previous retail knowledge and even got shot down by his pastor. “I kept asking ‘How do you do this?’ and praying ‘Lord, I’m willing. Teach me,’” Mike says. “Once we stepped out in faith, the Lord blessed it from get-go.”

Mike and Elaine Rice may have wanted to pass on the store that’s been such a blessing to them. Mike allowed and encouraged his sons to work there when they were younger. He even offered ownership to Chris, but after completing his agreed-upon service, he said, “Dad, the Lord called you into the book business. Not me.”

Mike gives his sons blessing in the unique ways they’ve each been led by God. “He gives us the gifts and talents we need to do the job He requires,” Mike says. “Chris made a good choice.”