Throughout the month of November, the GMA is celebrating all things Hip Hop. We had the opportunity to sit down with industry professional James "Trig" Rosseau Sr. and hear about his history with Hip Hop.
Tell us your history with Hip Hop Music.
My journey with Hip Hop began with Run DMC’s "Sucka MCs," the first rap song that truly moved me. I started off as a rapper, then became a DJ, and eventually a music producer. My life took a pivotal turn in 1997 when after being saved, I met the Cross Movement, who challenged me to align my music with my faith. This led me to exclusively focus on using my talents for God's purpose, resulting in the release of “Project Omega (the EP)” that same year.
In 2000, I founded Corelink Records, securing national distribution and releasing my debut full-length album, “Journey into the Life.” I also produced for local Philadelphia artists like B.E.R.ID.O.X., Judah Priest, and Phanatik. In 2004, I spearheaded the “Corelink Compilation,” a project designed to support church outreach by engaging youth through music.
I joined Holy Culture Radio in the early 2000s with The Corelink Radio program, eventually becoming a partner. We expanded HolyCultureDownload Store, which became a staple in the genre before iTunes launched, eventually evolving into a broader media outlet.
While working on music, I also held senior roles in corporate America across various industries, including positions at JPMorgan Chase, Allstate, and LegalShield. In 2018, I left the corporate world to focus on my purpose, leading Corelink Ministries and the Holy Culture brand. We launched the Holy Culture Radio app in 2019, secured a SiriusXM channel in 2022, and most recently, in 2023, launched Holy Culture Records.
What defines the Hip Hop genre?
Historically, by definition, it was about the four elements: DJ'ing, MC'ing, Break Dancing, and Graffetti. Arguably, that has extended to fashion, language, “how you experience things,” and so much more. In essence, one might say Hip-Hop has become a way of living.
The word “inexorable” comes to mind for me, as hip-hop and Christian hip-hop, for that matter, are things that can’t be stopped. Hip-hop has gone from being labeled a passing fad early on to being featured as the entertainment for the Super Bowl Halftime Show and recently celebrating 50 years.
Christian Hip-Hop has a rich history, from its pioneers such as Steven Wiley, Michael Peace and Preachas in Disguise (P.I.D.) to the prevalent voices today such as Lecrae, nobigdyl., Miles Minnick, Anike, and Derek Minor. The most defining characteristic about Christian Hip Hop for me is the fundamental function and ministry orientation of communicating the Gospel of Jesus Christ. This extends beyond songs to community, discipleship, accountability and seeing lives transformed.
How is Hip Hop, specifically Christian Hip Hop, influencing culture today?
As I previously mentioned, what was determined to be a “passing fad” 2 early on now defines culture. Today, it is almost impossible to watch a commercial break without noting the influence of Hip-Hop. Christian Hip-Hop runs within that journey.
Christian Hip Hop is meeting people where they are - introducing Jesus to many, reintroducing to some and providing messages of healing and hope to others with artists that are more diverse, progressive and impactful than ever before. If you look at Top 10 artists based on Monthly Spotify Listeners 1, 20MM+ people listen to them monthly with a social reach across FB, IG, TT, YT and X that spans 1.3Bn (with some obvious audience overlap of course).
The impact can be seen and felt:
In the local church as the usage of Christian Hip Hop as a part of worship continues to expand.
In-person events such as The Kingdom Choice Awards, FlavorFest, IndieTribe’s HolySmoke! as well ground breaking tours such as KB, nobigdyl., and Hulvey.
In video content from creators such as Ruslan, Trackstarz, With The Perrys, and more.
Video games such Madden and NBA 2K have used songs from Derek Minor, Lecrae and more.
Recent TV ads (Tedashii / Lecrae in Apple Ad).
On prominent radio show such as Sway in the Morning (Holy Culture, Lecrae, Miles Minnick, Dee-1) and The Breakfast Club (Dee-1), sharing faith-filled messages to large, mainstream audiences.
Within the mainstream Hip-Hop community as artists such as Kendrick Lamar refer to the character of Christian Hip Hop artists (specificially Lecrae and Dee-1)
For someone new to Hip Hop, where is a good place to start?
Begin to develop your listening catalog. I am admittedly biased, but I would say listen to Holy Culture Radio (SiriusXM Channel 140 or the mobile app) as you will get a mix of music that blends the current, upcoming and legendary artists along with informative event-driven and topical discussions. Further, check out the Holy Culture Radio Spotify playlist and then begin to follow some of the artists on it.
Plan to link up with people. I shared a healthy list of events above. Not a month goes by without something to attend. A good list can be found at www.holyculture.net/events
Stay up to-date on the news with the genre. You can use resources such as www.holyculture.net and www.rapzilla.com, along with Instagram pages for Holy Culture, Rapzilla, and ProperXL.
Notes:
- 1: Statistics pulled from Chartmetric on 11/9/24.
- 2: One prominent figure who infamously made this statement was Billboard magazine’s then-editor, Nelson George, in the late 1970s and early 1980s. He, along with others, initially doubted hip-hop’s longevity, viewing it as a temporary trend rather than a cultural movement.
ABOUT JAMES "TRIG" ROSSEAU SR.
James Rosseau Sr., known by many as “Trig,” is the Founder and CEO of The Corelink Solution, a non-profit committed to empowering people to reach their potential. The organization delivers learning programs through that brand and faith-based media through the Holy Culture brand, including its reach to millions of listeners through Holy Culture Radio on SiriusXM Channel 140.
He brings 20+ years of expertise in creating growth and driving transformation with a diverse set of experiences as an executive on both sides of the P&L and across several industries, including insurance, healthcare, and financial services operating as an executive in companies such as JPMorgan Chase, Allstate, and LegalShield.
James is a proud and active community member who serves on the DeVry University Board of Trustees and the Gospel Music Association’s Christian Hip Hop Committee. He is also the author of Success on Your Own Terms: 6 Promises to Fire up your Passion, Ignite Your Career and Create an Amazing Life.
##
