Provident Entertainment

Within Christian music, few artists of the past decade have made as many waves as Brandon Lake. The singer, songwriter and guitarist, who got his start by crowdfunding his first album, 2016’s Closer, has emerged as one of the genre’s leading lights in recent years, having racked up six Billboard Hot Christian Songs No. 1s, five Christian Airplay No. 1s and one Christian Albums chart-topper, 2023’s Coat of Many Colors.
It was that last album, his first for Provident Entertainment, that really kicked his career into high gear — even beyond the traditional confines of Christian music. As COMC was still producing charting singles, Lake began teasing new music on tour and on TikTok, which started connecting with an audience broader than what he was used to. “With each release, Brandon, his team, and Provident kept raising the ceiling on what was possible and setting a new floor of success for where we could go,” Provident’s president Holly Zabka tells Billboard. By last July, that led to the release of the song “That’s Who I Praise,” which tied the record for longest run at No. 1 on Christian Airplay this decade. But it was his next release that would catapult him into the mainstream.

After teasing the song on TikTok and at shows, Provident released “Hard Fought Hallelujah” in November, months before they had planned, due to fan demand. The response sent the song to No. 1 on Hot Christian Songs, and this week, it not only spends its 20th week at the summit of that chart — making Lake the only artist with three 20-week No. 1s there — but reaches No. 40 on the Hot 100, his first entry on the mainstream chart and the marker of a bonafide crossover smash. And as “Hallelujah” — which also got a high-profile remix from Jelly Roll — continues to gain steam, Provident’s Zabka is Billboard’s Executive of the Week.

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Here, Zabka talks about building into the success of “Hallelujah,” the effects of the Jelly Roll remix and TikTok on the song’s upward trajectory, and why Christian music is growing in popularity right now. “There’s a quote from Moneyball that says, ‘The first one through the wall always gets bloody, always,’” Zabka says. “At Provident, we operate from the perspective of being the first ones through the wall, leading the way for our creators and the genre.”

This week, Brandon Lake’s “Hard Fought Hallelujah” spends its 20th week at No. 1 on Hot Christian Songs, making him the only artist with three songs to lead that chart for that amount of time. What key decisions did you make to help make that happen?

From the moment we signed Brandon, our goal has been to throw out the “rulebook” of how we historically would release music and, as a team, challenge ourselves to think differently at every turn.

Last year, we were roughly seven months into working Brandon’s first release on Provident, Coat of Many Colors, when he started teasing new songs on socials and the road. At that time, we were successfully working two different songs to Christian radio, with DSPs focusing on a third single. Conventional wisdom would say we shouldn’t move on to new music; there was still a lot of gas left in the tank on COMC. We watched and learned that Brandon’s audience had the capacity and hunger to consume the current release while also making room for what was coming next. While the data showed a growing appetite for more music, we also had to listen and watch how his fans engaged, and then trust our instincts, because ultimately, the fans indicate how artists should release content.

By July, we released a new single called “That’s Who I Praise” that doubled our biggest single from the previous record. With each release, Brandon, his team, and Provident kept raising the ceiling on what was possible and setting a new floor of success for where we could go. “Hard Fought Hallelujah” was the second single to be teased way back in the spring. Before there was a plan for a record, we were two singles in, and “HFH” released in late fall, again doubling anything Brandon had previously released. Not only was the current record holding its activity, but everything new kept exceeding expectations.

The song also got a remix with Jelly Roll. How did that help boost its traction?

Obviously, we recognized that adding an incredible artist like Jelly Roll would attract a new audience to the song. Brandon’s solo version of “Hard Fought Hallelujah,” released in November of ’24, exceeded every goal and demonstrated that his audience was already expanding. Before a collaboration was possible, Jelly had heard and been affected by the song, making the request for a potential collaboration feel organic and natural. The combination of Jelly, who is very open about his faith, and Brandon, whose artistry had already begun to transcend the genre, created broader access and opportunities for discovery in new spaces.

How did TikTok play a role in the song’s success?

In early 2024, Brandon began playing the verse and chorus of “Hard Fought Hallelujah” at a few shows and then each night of his summer arena tour. Even in fragments, you could feel people connecting to the message and posting videos of their experiences with the song, proving that something special and unique was happening; people were asking for it. All of this occurred before a release date was scheduled, but everything indicated that this song had already ignited a deep connection.

He officially began teasing it across all social media in August, and we had planned for a January 2025 release, given the success he was already enjoying with his previous releases. However, demand for the song was undeniable, amassing over 10 million views and 35,000 short-form creations before it was released in November.

“Hard Fought Hallelujah” hit No. 40 on the Hot 100 this week, Lake’s first-ever Hot 100 entry, suggesting it has major mainstream appeal. It’s also one of just three songs to chart on both the Hot 100 and Hot Christian Songs since 2020. What’s behind that surge, and how have you helped fuel it?

Brandon and his co-writers have written a song that beautifully captures the authentic experiences many people have in their faith journeys. Life is hard, and maintaining faith during those difficult seasons can be challenging. Everyone can relate to the idea of struggling through something, holding onto hope, and emerging on the other side. That’s what has sparked the surge. The song resonates with people right where they are.

We fueled that surge by not allowing the artist’s past to dictate or limit the song’s potential. We focused on the connection the song was making across various audiences and leaned into that in every possible direction. We have had Jelly Roll on Christian radio, Brandon at country radio, and featured on country playlists, faith playlists, and worship playlists; the song has been sung in churches and now at Stagecoach, breaking through typical genre barriers. Regardless of how successful a song or artist becomes, we consistently ask what we can do to help it reach more people. This mindset, shared by everyone on Brandon’s team, continues to drive the growth of the song and the artist.

Christian music in general has been surging lately. What is behind that, and how has Provident been able to benefit from it?

When songs like Lauren Daigle’s “You Say” or Brandon’s “Hard Fought Hallelujah” impact culture beyond the Christian music genre, they inspire the creative community to elevate songwriting, artist development and expression. They attract fans who may not have previously explored an artist or a song in our genre, primarily because the song or artist connects to something deeper.

Provident has seen remarkable growth over the last two years with artists like Brandon, Elevation Worship, Seph Schlueter and Leanna Crawford. These artists have contributed to the genre’s expansion and are shaping the future of Christian music.

The Christian genre has experienced double-digit growth in the past two years, during which time Provident has gained eight frontline market share points. We’ve outpaced the growth of the genre because, instead of merely benefiting from the increasing interest in Christian music, we’ve aimed to be the driving force behind it. We will continue to foster growth by remaining curious, continuing to learn and maintaining our willingness to break down genre barriers for every artist signed and yet to be signed to the roster.

How do you see Christian music continuing to grow moving forward?

There’s a quote from Moneyball that says, “The first one through the wall always gets bloody, always.” At Provident, we operate from the perspective of being the first ones through the wall, leading the way for our creators and the genre.

We must be willing to try, fail, take risks, push boundaries and explore new spaces with our music. In the past, for a song in the Christian genre to cross over, we had to take the best our genre had to offer and give it to the mainstream. This surge in Christian music is proving we can attract that audience to us. As the genre walls continue to disappear, more and more “mainstream” audiences are discovering that Christian music authentically represents a part of their life, faith and daily experience that can be supported through our music. The growth of the genre isn’t slowing down, and we will continue to lead the way and challenge perceptions of Christian music through the quality, diversity, and authenticity of our songs and artists.