From robes to skinny jeans

Through utilizing a minimalistic marketing strategy that implements a concert-based form of worship, the Hillsong brand aims for a nonjudgmental, welcoming environment that critics claim entices younger audiences.

Welcome Home

This website will reflect my intentions to initiate a discussion on how Hillsong’s incorporation of popular music elements in their compositions has aided in the transformation of worship music, as well as how their marketing strategies have aided in their global success.

United

Hillsong United (UNITED) is one of Hillsong Church’s two most popularized worship teams. It began in . As per their blog,they are committed to creating a “musical expression that is almost uncomfortable in its uniqueness”(Hillsong, 2014) UNITED aims to accomplish such through making specific efforts to catch the attention of and relate to the individual that is not often in a church environment.
Musical Influences: U2, Coldplay, Radiohead, Nirvana, Guns N’ Roses.
Genre Influences: Rap, Pop, Jazz, Indie Rock, House, Rock.

Church

Hills Christian Life Centre, now known as Hillsong Church, was founded in 1983 in Sydney, Australia. Beginning services with a humble congregation of 45 people, Hillsong is now home to 40,000 people in Australia and 100,000 people worldwide (Riches, 2016).

Worship

Hillsong Worship (originally Hillsong LIVE) is one of Hillsong Church’s two most popularized worship teams. Their mission is to build the local church and support  worship teams around the globe.

Musical Influences: Passion, Coldplay, Radiohead, Oasis.
Genre Influences:  Pop, Jazz, Indie Rock.

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