An Encouragement to Implement An "Activation Media" Strategy for Your Music Ministry
Personal note from Gary Sheng - June 19, 2025
Dear Victory,
It was a pleasure spending time together on Tuesday and starting to get to know you (and I'm looking forward to hanging out today and tomorrow). It's clear you have a deep desire to build genuine, non-transactional relationships and truly understand people. I believe this same spirit can radically transform the relationship you have with your supporters.
I've been thinking about this in the context of what I call "activation media" - a way of engaging with your community that moves beyond the typical artist-fan dynamic into true ministry partnership. It's a provocation to consider an additional path for your art and ministry.
What if you could create with your supporters rather than just performing for them? Picture supporters who are active partners - they know your real struggles, celebrate your victories, and feel ownership in your ministry because they're part of the process. They'd help fund studio time because they're invested in bringing new worship into the world. They'd promote concerts because it feels like their ministry too.
In practice, this might look like supporter-only live streams where you share updates, performance clips, and direct asks: "My schedule is open on these dates—if you know anyone who wants to book me, this is the window." Or "I'm looking for a producer with this specific sound," or "There's a sponsorship opportunity for our next recording session." This creates direct relationships that bypass algorithmic noise, playing to your strength of genuine connection. Each episode could celebrate partnership in real-time with shout-outs to those who responded to previous invitations.
This approach recognizes that while pre-recorded releases have their place, there's power in performing what's on your heart based on current events and where you're at in your journey. It allows people to grow with you—grow your career with you, and grow God's kingdom with you—in real-time.
Regarding Roc Nation: your completed album sitting without marketing approval since February shows how quality work can stall due to competing priorities. An activation media strategy doesn't require choosing between label support and independence - you could build your own foundation while leveraging label resources where they align with your calling. This ensures your ministry isn't compromised while giving you optionality.
When supporters feel like genuine partners, they naturally contribute. This creates a sustainable economic engine funded by people who believe in you, reducing dependence on systems that might not align with your values.
Victory, you could pioneer this approach for Christian artists. You have the spiritual depth, artistic excellence, and authentic heart to make this transformative - for you, your supporters, and the broader Christian music landscape.
What if sustainable Christian artistry includes both industry relationships and direct community partnership?
I'd be happy to discuss this further if it resonates with your spirit.
Blessings, Gary
P.S. The technology to make this seamless exists - live streaming, community platforms, payment systems. But the foundation isn't technical. It's relational. It's about bringing people into genuine partnership rather than keeping them at performance distance.