Christian hip hop rapper Lecrae has joined Columbia Records where they have signed a deal with the artist and Lecrae's Reach Records. At Columbia, the biggest label under Sony Music, Lecrae joins some of the most popular names in music: Beyoncé, Adele, Pharrell Williams, and One Direction.
A "rapper who happens to be Christian," Lecrae has already enjoyed mainstream success-collaborating with hit artists, topping the Billboard charts, and appearing on The Tonight Show. But the Columbia deal takes things to another level.
"That will bring on things like radio airplay, larger tours, more featured placement on digital retailers and large playlists on services like Spotify and Apple Music," said Chad Horton, co-owner of the Christian hip-hop site Rapzilla. "It will get him more into the mainstream areas that he has been trying to break into the last few years."
With the new deal, Lecrae will continue to make music "in conjunction" with Reach. "Ultimately, I think it is both a branding and financial move for not only him but the entire Reach Records label roster," said Horton.
Lecrae's breakthrough album Anomaly, debuted at #1 on the coveted Billboard Top 200 Albums Chart, receiving universal acclaim and making him a force in mainstream hip hop. The Atlanta-based artist, community leader, activist and entrepreneur has helped to revive the genre's conscious sensibility with his message of inspiration.
Nominated for multiple awards throughout his career, Lecrae has blazed an unchartered path, winning two Grammy Awards. His hit single "All I Need Is You," garnered across-the-board acclaim, earning a 2015 Grammy nomination for Best Rap Performance.