Staying relevant while pushing boundaries in the competitive music landscape requires a unique blend of creativity, vision, and adaptability. for KING + COUNTRY, the four-time Grammy Award winning Australian-born duo consisting of brothers Joel and Luke Smallbone, have mastered this art through consistent innovation. Known for their genre-defying sound and compelling live performances, for KING + COUNTRY have consistently crossed over from the Christian music scene into mainstream success by challenging the status quo.
Joel Smallbone attributes the band’s success in part to getting outside their assigned box. “People love their boxes – their spiritual boxes, their social boxes, their genre boxes,” he said in an interview with Forbes. “But music is a universal language, so I’m not sure defining it by genres is actually as helpful as one might think.” This mindset has allowed for KING + COUNTRY to transcend traditional boundaries, appealing to a broad audience that extends far beyond their initial Christian music base. Songs such as God Only Knows – a collaboration with Dolly Parton – and Priceless – the soundtrack for the 2016 movie about human trafficking of the same name – received regular airtime on mainstream channels.
Luke Smallbone’s perception of innovation is deeply rooted in a commitment to excellence and a broad vision for impact. He emphasized that from a young age, there was an ingrained sense that “we had to be great, we had to be our best,” because they were often performing adult roles while still children – to include running the spotlight for Grammy Award winning sister Rebecca St. James. This early exposure to high standards in music and performance shaped their approach to pushing boundaries and defying expectations.
The duo’s innovative approach is not limited to their music; it extends to their videos and live performances. for KING + COUNTRY concerts are known for their high-energy production, featuring elaborate light shows, pyrotechnics, and stunning visuals. These elements combine to create an immersive experience that rivals some of the biggest acts in mainstream music.
Jerry Woods is a morning show host for WGTS 91.9, a Christian radio station serving the greater Washington, D.C. area. “for KING + COUNTRY understands like no one else that you must work harder to capture someone’s attention today. That’s why something is always going on visually and audibly during a for KING + COUNTRY show,” Woods said. “The same applies to their music videos, which are short movies. Their focus on constantly engaging with their audience makes them one of the most innovative bands in the entire music business,” he added.
Luke explained that their mindset has always been expansive. “As Christians, we have the greatest story in the world to tell,” he said. “The problem in the industry is when artists just rely on the story. Joel and I want to represent the story correctly – we want to be brilliant.” Dissatisfied with striving to be just the biggest in Christian music, he said they recognize that “there’s a big playing field out there, so it needs to be world-class.” This approach to innovation drives for KING + COUNTRY to create art that transcends labels, aiming for excellence that resonates with a global audience – regardless of their background or beliefs.
One example of this approach is their song joy. Luke described joy., which rose to popularity before and during the pandemic, as one of the band’s hardest songs to write but, because of that, one of the most satisfying. “If you know music, you’ll see there’s some rule breaking that goes on in that song,” he said. “And yet it feels effortless.”
Innovation in music often involves collaboration, and for KING + COUNTRY have embraced this wholeheartedly. Their eagerness to work with artists from diverse genres has broadened their musical horizons and brought new dimensions to their sound. Collaborations with artists like Dolly Parton, Timbaland, and Jordin Sparks have resulted in tracks that resonate with a wide range of listeners, which they have then shared with audiences of The Tonight Show, Good Morning America, and The Kelly Clarkson Show. Joel describes these partnerships as organic yet intentional, born out of a shared passion for honest music.
Their innovation extends beyond music and performances. Joel’s recent directorial debut with the biopic film UNSUNG HERO, which chronicles their family’s difficult journey from Australia to the U.S., is a testament to their storytelling prowess. The film ranked at number two among all films when it opened in April, further solidifying for KING + COUNTRY’s influence in the entertainment industry.
The band’s latest endeavor, the 31-city Unsung Hero Tour, kicks off September 19 and promises to be another milestone in their innovation journey. The tour will feature fan favorites and brand-new music from “The Inspired By Soundtrack,” a companion to UNSUNG HERO. Joel promises a “symphony of technology, sound, history, genre, and architecture” created by automating nine platforms that lift band members in the air throughout the performance. He described his and Luke’s motivation as wanting to “honor the audience, the experience, music, and God by creating an honest, beautiful, technological, powerful moment they might never forget.” The band’s December “A Drummer Boy Christmas” tour promises similar lighting and production effects during its limited engagements in Los Angeles, New York City, London, and Nashville.
for KING + COUNTRY’s success is not just about following trends; it’s about staying true to a vision while embracing change. As Joel reflected, “The point of art was never to proselytize or politicize. It was always an invitation to an idea or a thought.” Luke added, “we want to write great music that stands on its own, whether you know Jesus or not.” This philosophy is at the core of their innovative approach, inviting listeners from all walks of life to connect with their music on a deeper level.
As they continue to break new ground, for KING + COUNTRY stand as an excellent example of how innovation, when paired with authenticity, can lead to enduring success in an industry that is constantly changing. Their widespread popularity is a powerful reminder that music, in its truest form, transcends labels and genres, reaching the hearts of listeners worldwide.
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