I visited Hillsong London last night. The
Dominion Theatre was filled to capacity with primarily young adults. The
cosmopolitan congregation and other tourists and travellers like myself filled
the streets in front of the theatre waiting for the 6pm worship event to begin,
the fourth of four regular such Sunday services. I sat in the balcony about
fifteen minutes before the hour. The music, stage lights, and special effects
all set the tone for what was about to begin including the “Welcome Home” video
that looped through its message every two minutes. Feeling at home somewhere in
a global world is an attractive message. At 6pm the stage was filled with
musicians and singers and immediately the crowd rose to its feet dancing to the
music. For about forty minutes the musicians led in worship followed by prayer.
Prayer requests scrolled across the screen from the emails sent to Hillsong leaders. Next was
the offering that included video instructions on how to use your smartphone to
give to Hillsong. While the offering was collected, some bantering between
leaders kept the tone light and humorous, the music still playing in the
background. The speaker from Manchester commanded the stage with his
humour, personal stories, and ability to communicate. "God is directing each
young person’s destiny," he said. "You do not have to be shaped by your past. God
wants to do something new in your life."
Worshippers followed him closely, reading the relevant texts he
referenced on their smartphones. At the conclusion there was more singing, lots
of energy, prayer, and an invitation to join a small group.
Hillsong has managed to create a global brand with mega churches in world-class cities like London, Paris, Sydney, and New York. Not surprisingly, Hillsong is cosmopolitan just like the cities they are located within. They value the latest technology, youth culture, and pop music. Travelers and tourists take with them the music most of which they already know since it is available on the Internet and iTunes. But it would be too naïve to say Hillsong and its followers are simple consumers of global religious culture. Markets are filled with consumers exposed to Christian messages that resonate with them in such a way that they are believable. And those who hear the message freely pass it on to others. Like other noticeable cultural goods, brands have to be associated with winners, like the athlete who represents the gear he or she wears. The message, however, is more than a pragmatic “this works for me and will work for you” theme. It is also tied up with a long tradition within Christianity, like the Jesus People movement before it, calling for the renewal of religious institutions. And the main way this usually happens is not through the reform of older ones, but through their replacement. Just watch the youth running (and dancing) to Hillsong.
Hillsong has managed to create a global brand with mega churches in world-class cities like London, Paris, Sydney, and New York. Not surprisingly, Hillsong is cosmopolitan just like the cities they are located within. They value the latest technology, youth culture, and pop music. Travelers and tourists take with them the music most of which they already know since it is available on the Internet and iTunes. But it would be too naïve to say Hillsong and its followers are simple consumers of global religious culture. Markets are filled with consumers exposed to Christian messages that resonate with them in such a way that they are believable. And those who hear the message freely pass it on to others. Like other noticeable cultural goods, brands have to be associated with winners, like the athlete who represents the gear he or she wears. The message, however, is more than a pragmatic “this works for me and will work for you” theme. It is also tied up with a long tradition within Christianity, like the Jesus People movement before it, calling for the renewal of religious institutions. And the main way this usually happens is not through the reform of older ones, but through their replacement. Just watch the youth running (and dancing) to Hillsong.
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