Commercialisation of Contemporary Worship Music in the Context of Evangelical Worship Practice and Music Industry

Abstract

The purpose of this article is to provide a comprehensive analysis of the processes of commercialisation of Contemporary Worship Music (CWM) in relation to the worship practices of evangelical churches and the music industry. The study seeks to reveal the ambivalence of this phenomenon, which simultaneously embodies both sacred and industrial dimensions. The research methodology is based on an interdisciplinary approach that integrates musicological analysis, theological interpretation, sociocultural critique, and media studies. A historical-cultural method is applied to trace the development of contemporary Christian music from its countercultural origins to its transformation into a globalised industry. In addition, a comparative approach is used to juxtapose local worship practices with transnational patterns of worship. Scientific novelty. For the first time in the Ukrainian academic context, the phenomenon of commercialisation of Contemporary Worship Music is systematically conceptualised as a multidimensional process that unites theological functions, aesthetic forms, and market strategies. The article identifies key directions of commercialisation, such as the hybridisation of concert and liturgical formats, branding, and global standardisation of repertoire, which allows for a critical evaluation of their impact on the authenticity of spiritual experience. Conclusions. It is demonstrated that the commercialisation of worship music manifests itself through the hybridization of concert and liturgical formats, the globalisation of music brands (Hillsong, Bethel, Elevation), as well as the standardisation of musical language and marketing strategies that influence the content and form of worship songs. This ambivalence generates a cultural and theological tension between the pursuit of authentic spiritual experience and the logic of market efficiency. As a result, CWM emerges as a multifunctional phenomenon that simultaneously performs spiritual, aesthetic, and commercial functions in contemporary religious life.