New Converts to Christianity or Digital Connections to a Platform?
Winter Jam 2024 Draws Crowds, Claims 35,000 Responses to the Gospel
The Winter Jam concert series has been one of the largest contemporary Christian concert series in the country, with well-known bands like Crowder and Lecrae headlining the event.
Video screenshot from Winter Jam 2024 promo video
Started by the band NewSong in 1995, this year’s tour drew 294,577 fans over its 10-week tour in 38 cities, Pollstar reported.
According to a social media post by Winter Jam, over 35,000 of those in attendance at the concerts responded to the Gospel.
Crosswalk reported that those were first-time professions of faith in Christ. However, it added that these responses were from individuals who “typed their information into an online form and then were paired up with a local church.”
Winter Jam used the digital platform Gloo at the event. According to Gloo’s chief solutions officer Brad Hill, “[A]ttendees could respond to an invitation to visit a webpage with next-step options. Two options facilitated by Gloo included receiving prayer and/or connecting with a local church. When a person requested connection through the page form submission and opt-in, Gloo would act at the direction of the person, connecting them according to their request.”
Gloo did not provide a link or screenshots of the webpage or digital platform, saying they are owned by Winter Jam.
MinistryWatch repeatedly sought clarification from Winter Jam, its tour pastor Zane Black, its public relations agency, and Billy Goodwin at New Song about what “responses to the Gospel” entailed.
We asked if that meant an attendee personally talked to someone at the event making a public confession of faith for the first time, or if it meant they indicated an interest in learning more through Gloo. We received no reply.
In an interview with ChurchLeaders, NewSong band member Russ Lee said the presentation of the Gospel is central to the concert.
“Our goal is always just to make much of Jesus and not just in our songs,” Lee said, “But we want to stop the music and let everyone know and remind them of why we’re here and how important it is that they hear about Jesus.”
Hill told MinistryWatch that once Gloo connects a person with a Winter Jam partner church based on their request, it is up to the individual and church responder to determine how they’ll proceed.
“A connection often results in a church responder praying for, answering questions, or providing support to an individual, and in some cases, the individual visiting the church at their discretion,” Hill said.
He added that Gloo does not sell personal information and only discloses personal information at the direction of the individual.
Winter Jam 2024 was presented by World Vision and produced by Premier Productions. It grossed over $7.13 million during this year’s tour.
Tickets to the event cost $15 per attendee. Interested supporters can also become members of Jam Nation, ranging from $39.99 to $149.99, according to reporting by Advanced Local Media.
Jam Nation membership levels entitle attendees to additional benefits, ranging from early entry, and a t-shirt to a meet-and-greet with artists, and reserved seating.
Revenue from Jam Nation memberships “help offset the overall operating costs of The Winter Jam Tour,” the website FAQ states.
The nonprofit New Song Ministries receives the revenue from Winter Jam. Its CEO is Eddie Carswell and its CFO is Billy Goodwin. Both are members of the band NewSong.
Carswell’s compensation was $366,000 according to its 2022 IRS Form 990 while Goodwin received $377,834.
Notably, although Premier Productions has produced and promoted Winter Jam for years, it is not listed on the Form 990, Part VII, Section B as an independent contractor who receives more than $100,000 in compensation from New Song Ministries.
In the MinistryWatch database, New Song Ministries receives a D transparency grade because it is not a member of the Evangelical Council for Financial Accountability. It has a donor confidence score of 46, meaning donors should give with caution.
MinistryWatch reached out to World Vision to get more details about its sponsorship of Winter Jam.
A World Vision spokesperson told MinistryWatch the concerts allow it to communicate about its work in the world through child sponsorship. “[I]n turn, we provide support that helps create platforms for worshiping Jesus and sharing the message of God’s love for the poor with believers who we may not have been able to reach on our own.”
Although it did not provide specifics about the cost of World Jam sponsorship, it stated, “World Vision takes seriously its responsibility to be good stewards of the funds entrusted to us. They are not given to us; rather, they are given out of compassionate and obedient hearts to serve the world’s most vulnerable communities.”
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