Jelly Roll, Christian Radio, and the People We’re Called to Reach

A few months ago, I stood in an arena full of Jelly Roll fans in Nashville. As I looked around, I saw something that stopped me in my tracks – thousands of people, hands raised, tears streaming down their faces, singing along to his song, “I Am Not Okay.” In that moment, I thought, “These people are worshiping, even if they don’t know it.” I got excited thinking “Man, if these people are this moved by this song – imagine the Hope they would receive from listening to some of the songs on our radio stations.”

Jelly Roll’s fan base – who call themselves “The Bad Apples”, connect with his raw authenticity. Many of them are the very people we as Christian radio programmers hope to reach. Mark Ramsey’s research would categorize them as Innocents – people who may call themselves spiritual – or are searching for it but are disconnected from the church. They don’t read the Bible regularly. They don’t pray every day. They don’t fit the typical mold of a Christian radio listener. But their hearts are open, and their souls are crying out for something more.

Now, Jelly Roll has teamed up with Brandon Lake for a new version of Hard Fought Hallelujah. And here’s the reality: Country radio is beginning to play it. But many Christian stations are hesitant. Some fear backlash from core listeners. Others struggle with the idea of welcoming an artist whose lifestyle doesn’t fit the traditional CCM mold.

But what message does it send when country radio embraces this new version while Christian radio does not? Are we saying that people with messy lives, difficult pasts, or struggles don’t belong here? Are we closing doors that Jesus himself would have walked through?

Yes, some CCM listeners may be offended. But what if this song actually draws more people to Christian music, to Christian radio – and ultimately, to Jesus? What if instead of focusing on who we might lose, we consider who we could gain? Isn’t that worth the risk?

At Christmas, many CCM stations “roll out the red carpet” for non-traditional listeners. We play familiar songs, create an inviting atmosphere, and hope that once the season is over, some of those listeners stick around. Why would this be any different? Why wouldn’t we extend that same invitation now, when a song like this has the potential to reach people who may never walk through the doors of a church?

Jelly Roll’s fame is huge right now. What if his fame is exactly what God is choosing to use to draw people closer to Him and to our format, so that He can do a work in their lives through the other songs we play?

Jelly Roll has publicly shared his own faith journey, including what he calls his Damascus Road moment – a turning point where he felt God calling him to something greater. His story is one of redemption, transformation, and hope. If we, as Christian radio broadcasters, believe in the power of God to change lives, why would we hesitate to share that message in a way that meets people where they are?

If Jesus were walking the earth today, He would break bread with Jelly Roll. Just as He dined with tax collectors and sinners (Matthew 9:10-13, Luke 5:29-32), Jesus sought out those whom society overlooked. Are we willing to do the same?

Yes, we may lose a few donors. But what if we gain more than we lose? What if, years from now, someone shares their testimony and says, “That song was the moment I realized God hadn’t given up on me”?

For me, the question isn’t Should we play it? The real question is Why wouldn’t we?

Jeff Evans
WayFM Network Program Director