'DEVIL man, devil man, callin' devil man, runnin' in my head . . .' growls Rob Zombie, self-professed spawn of Satan and lead singer of death metal purveyors White Zombie. His demonic yowls are blasting at full volume from a video monitor, upon which the exploits of motor bike riders with serious death wishes are unfolding. We are bumping and swaying on velour couches in the claustrophobic opulence of a tour bus, lumbering through hill-billy country, through a cloying Kentucky night. A wheel snags in a pothole and the lurid cover box of the video clatters to the floor. Crusty Demons of Dirt shout big red letters. So far, so rock'n'roll.
Any minute now we'll be slugging Moet and hoovering lines of finest Peruvian flake from the peachy expanses of groupies' midriffs, right? Wrong. For we are on the road with the Newsboys, architects of radio-friendly, unit-shifting jangly pop and grunge-like tunes who have injected big daubs of God into the devil's music. Nothing stronger than cherry cokes and Chicken McNuggets will be ingested on this bus tonight.
The Newsboys form one prong of a shiny, righteous trident which has suddenly given the record industry a sharp prod up its bloated and drug-addled rump. Along with bands Jars of Clay and DC Talk, the Newsboys have emerged from under the stifling, Pat Boone-esque blanket of 'contemporary Christian music' to storm into the mainstream charts with what label-loving pundits have dubbed Alternative Christian Rock. The three bands have been prime movers in making this oxymoron the fastest-growing sector of the music industry in the United States. Total record and video sales of 'God rock' acts last year totalled US$481 million (HK$3.72 billion) - pause for thought for even the most committed groupie-shagging, animal-sacrificing (or vice versa) head-banger.
In the past six months, Jars of Clay's eponymous debut reached number 46 on Billboard magazine's Top 200 album chart and is now approaching platinum status (one million copies sold). Their single, Flood was put on heavy rotation on mainstream radio stations around the US and enjoyed a lengthy sojourn in the Top 40. DC Talk, who combine rap and grunge in the manner of the decidedly un-Christian Faith No More and shamelessly pinch riffs from Nirvana, hit number 16 with Jesus Freak which has gone gold (500,000 sold). The Newsboys, previously better known for their live act than their records, made it to number 35 on the Billboard chart with their latest album, Take Me To Your Leader, which is on target to go gold by Christmas.
These developments sent a jarring power chord echoing through the music business and had oily A&R types scurrying to do deals. And deals were done. The Newsboys have been picked up by Virgin, EMI Records acquired DC Talk's label, Forefront, and Jars of Clay were picked up by Silvertone. In a nation where 60 per cent of the population consider themselves churchgoers - statistics buoyed by the 'Bible belt' of southern and mid-Western states - it is surprising it took the big record labels' number-crunchers so long to spot this lucrative market. The east and west coasts might set the trends but out in the heartland, bubba, they sho'nuff buy a big ol' pile o' records.
The three bands base themselves in Nashville, the centre of the country music universe, which is fast becoming to God rock what Seattle is to grunge. Following in their wake are new bands like Plankeye, MxPx, Sandalwood, Rainy Days and Poor Old Lu. Then there is Christian rap (Los Angeles' Original Gospel Gangstas), Christian ska (the Supertones), Christian reggae (Limit X, Christian Massive), Christian techno (Gina, Rhythm Saints, Nitro Praise) and a rash of new magazines sporting titles like Heaven's Metal, Heaven's Hip Hop and In His Hands.