Suzuki fuels Christian rock band Kutless' tour

NASHVILLE (Billboard) - In a deal that marks the first time a major automotive company has engaged in a national campaign with a Christian rock act, American Suzuki Motor Corp. will sponsor Kutless' Hearts of the Innocent tour this fall.

The deal is a joint effort between ASMC's automotive and motorcycle divisions that makes Suzuki the exclusive title sponsor for the BEC/Tooth and Nail/EMI rock band's upcoming tour.

Though Christian rock act Third Day has had a regional deal with Chevrolet for several years, this is the first such deal on a national level. It is also Suzuki's first foray into the music industry.

"Jon Micah Sumrall, the lead singer of Kutless, expressed an interest in our finding a sponsor that fit their lifestyle, and motorcross riding is something the band is enthusiastic about," says Kathy Armistead, a commercial agent at the William Morris Agency, which helped to broker the deal.

"They were very interested in the fans and the demographic that Kutless could deliver to them," Armistead says, adding that the band's interest in extreme sports and its sales stats also appealed to Suzuki.

"We came to the table with solid research to show that beyond Kutless' great rock 'n' roll image and music, the band brings a track record of building a sophisticated young fan base that buys records, concert tickets and merchandise," says Chance Hoag, partner in Platform Artist Management, which handled Kutless.

Still, some corporate sponsors shy away from involvement with Christian acts.

"It didn't give us pause, because we're not aligning with their faith," says Gene Brown, vice president of marketing at American Suzuki Motor Corp. Automotive Operations. "We obviously have customers of all faiths and respect all of their personal beliefs, but this was really more about the attitude of living life to its fullest and bringing excitement to your day that fit so well with the positioning of our brand. We saw a brand fit more than anything to do with personal beliefs."

LEGIT FACTOR

Sumrall says the band is thrilled to be involved with a major manufacturer like Suzuki. "For us, it really brings us legitimacy in the eyes of the mainstream community," he says. "Christian music is often looked at as the baby brother of mainstream music. When major manufacturers like Suzuki take notice, it brings legitimacy to what we do."

The Hearts of the Innocent Tour Powered by Suzuki kicks off August 25 in Birmingham, Ala. The 21-city trek is in support of the Portland, Ore.-based quintet's fourth BEC/Tooth and Nail release, "Hearts of the Innocent," which debuted at No. 2 on Billboard's Top Christian Albums chart and No. 45 on the Billboard 200.

In addition to providing tour support, Suzuki is sponsoring an online sweepstakes in conjunction with the tour. Starting mid-August, fans can go to kutless.com/tour for a chance to win one of three Suzuki vehicles.

"Right now, we're discussing options to license music," Armistead says of talks between William Morris and Suzuki about using a Kutless song in a future promotional campaign.

Armistead thinks the Kutless/Suzuki deal will pave the way for similar ventures involving Christian acts.

She says that William Morris is "getting enthusiastic reception from companies and ad agencies" regarding its contemporary Christian clients. "(Whether it's a Christian act) is really secondary to them. They are really interested in sales stats and how many people they might be able to market to, how many dates (are) on the tour and if the educational and marketing message they are trying to get out can be delivered through this artist. Whether or not they are a Christian artist really hasn't been much of a discussion."

Sumrall thinks other companies may start to align themselves with Christian acts for another reason. "In the past few years, there's been a real recognition that faith and family values are considered valuable to much of the American public," he says.

Reuters/Billboard

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