Lecrae to Expand Brand with Paradigm Agency
Reach Booking and Reach Records recording artist Lecrae have decided to modify the structure of their business relationship. Paradigm Talent Agency will now oversee all of his booking requests; thereby, exposing Lecrae to new markets and allowing Reach Booking to continue thriving in Christian Hip Hop.
Reach Booking, a company that was founded to serve the ever-growing and multi-talented Christian Hip Hop genre, has helped steward the ministry of some of the most influential artists in CHH. While specializing in Hip Hop, Reach Booking is only beginning to grow its expertise in other genres. “As an artist who is — by God’s hand — transcending genres, we felt it necessary to seek out exposure and room for growth,” says Lecrae.
Paradigm has established itself as one of the five major agencies in the entertainment business, which guides the careers of an elite roster of actors, musical artists, directors, writers, producers and behind-the-scenes craftsmen. Led by chairman Sam Gores, Paradigm’s agents are driven by a philosophy that promotes artistic development through innovative thinking, meticulous planning and strategic execution with an unrivaled emphasis on teamwork to achieve their clients’ goals across the entire spectrum of entertainment businesses.
The Reach Booking team is excited about the opportunities presented for Lecrae with Paradigm and also the future of their company. “Our goal over the next couple of years is to build a strong market for touring in our genre,” says VP of Reach Booking Tera Carter who will be serving as the management liaison in this new venture. This year alone, Reach Booking will oversee several concert series from Tedashii, Pro, Thi’sl Trip Lee, and the 116 Clique, with the release of their new projects. The largely successful “Unashamed Tour,” featuring Lecrae, will also continue to belong exclusively to Reach Booking and will be going international this year hitting Africa, Australia and the UK.
Both Lecrae and Reach Booking will continue bringing listeners and audiences the soundtrack to the movement that is impacting the world with the Gospel of Jesus Christ.