By: Glen Wheeler

In the world of music, few genres wield the same power as gospel music and its ability to inspire and uplift. Rooted in tradition yet ever-evolving, gospel music continues to expand its audience. At the forefront of this musical movement stands How Sweet The Sound, an international gospel music competition that celebrates choirs, soloists, spoken word, and dance. Under the visionary leadership of Nathanael Brown, CEO of Gentle Giant Music Ministries, How Sweet The Sound has embarked on a journey of expansion and international influence by reclaiming its place as a premier platform for emerging talent.

Founded in 2007 and originally sponsored by Verizon, How Sweet The Sound quickly became a vital hub for aspiring gospel music artists looking to make it big – it offered a stage to showcase their talents and connect with audiences. However, in 2013, the future of the competition faced uncertainty. Recognizing the importance of preserving this cultural institution, Brown stepped in, securing the trademark, and laying the groundwork for the competition’s revival. With unwavering determination and a clear vision for the brand’s future, Brown embarked on a mission to breathe new life into How Sweet The Sound.

Brown’s passion was propelled by his own experience with the competition. His group, Nate Brown & One Voice, swept the 2013 How Sweet The Sound regional competition, taking first place and advancing to the finale – the year before the competition went on hiatus.

After several years of strategic planning and meticulous preparation, How Sweet The Sound made its triumphant return in 2022, fully funded by Brown and under the ownership of Gentle Giant Music Ministries. The relaunch of the competition was met with widespread acclaim, as audiences eagerly awaited the opportunity to experience the gospel music competition once again. With the iconic Donald Lawrence returning as host, accompanied by an esteemed panel of judges, including Grammy Award winners and respected gospel music artists, the stage was set for a new chapter in the competition’s history.

Reflecting on the significance of How Sweet The Sound’s revival, Brown remarked, “What a sweet sound to be bringing back How Sweet The Sound.” Indeed, the competition’s return signaled not only a celebration of music but also a reaffirmation of faith, hope, and unity in challenging times. As the world grappled with uncertainty, the uplifting melodies and inspirational lyrics of gospel music served as a source of strength for millions.

In 2023, How Sweet The Sound expanded its mission beyond the realm of music, partnering with the Ad Council to address mental health in communities of color. This groundbreaking collaboration marked a pivotal moment in the competition’s evolution, highlighting its commitment to corporate social responsibility. 

As the competition continued to gain momentum, so did its impact on communities both locally and internationally. In 2024, How Sweet The Sound embarked on its most ambitious venture with two competitions spanning two continents – the United States and UK. This international expansion underscored the competition’s growing influence and its ability to transcend cultural boundaries.

In addition to its musical offerings, How Sweet The Sound continues to champion important causes, partnering again with the Ad Council and the Huntsman Mental Health Institute on the “Love, Your Mind” campaign which offers resources to encourage people across the U.S. to be more open and proactive when it comes to their mental health. Through these innovative campaigns and community outreach efforts, the competition seeks to destigmatize mental illness and promote a message of hope and healing.

Furthermore, with the support of sponsors like Glory Foods, Compassion International, and P&G, How Sweet The Sound expanded its reach and impact, engaging with various audiences across multiple platforms and channels. 

The announcement of a national television distribution deal with FOX Soul further underscores the growing influence of How Sweet The Sound, bringing gospel music to audiences across the country. With platforms like Samsung TV Plus, YouTube, and Apple TV+, the competition is set to reach new heights of visibility and impact.

As How Sweet The Sound continues to evolve and grow, one thing remains clear: its impact extends far beyond the realm of music. How Sweet The Sound is poised to spread the message of faith, hope, and love to audiences around the globe.

Nathanael Brown lives in the DC metropolitan area with his wife and four children.  

How Sweet the Sound will be held at Atlanta’s Cobb Energy Performing Arts Centre on June 1, 2024, at 8 pm and at London’s Royal Albert Hall on October 20, 2024, at 6 pm.

Follow How Sweet The Sound social media communities on Facebook, Instagram, and YouTube @theofficialhowsweetthesound and TikTok @howsweetthesound.

Published by: Holy Minoza