The Afters cross over from Christian niche

NASHVILLE (Billboard) - With a Gospel Music Award in hand for best new artist and prime exposure from such mainstream outlets as MTV, VH1 and pop radio, Dallas-based the Afters are the next contenders for Switchfoot's crossover crown.

Although the Simple Records act's roots are in Christian music, the majority of its exposure comes from the secular world. "Beautiful Love," from the band's label debut, "I Wish We All Could Win," is the theme song for MTV's "8th & Ocean" and is in the new

Lindsay Lohan film "Just My Luck." The song, currently being worked by Columbia to top 40 and adult top 40 radio stations, was highlighted by American Eagle last fall in the apparel chain's back-to-school campaign. The clip was voted top video on mtvU's Dean's List, besting Coldplay.

Another track, "Until the World," is the theme for ABC Family's "Beautiful People."

Like many rock acts emerging from the Christian market, the Afters often get asked if they are a Christian or mainstream rock band. "We are Christians, but we make music for everybody," says lead singer Josh Havens, who thinks the hopeful tone of their music is a drawing card. "It's interesting to me that music is one of the only professions that is categorized by faith. You don't look in the Yellow Pages and (see a listing for) a Christian doctor or a Christian restaurant."

Havens launched the band seven years ago with guitarist Matt Fuqua, bassist Brad Wigg and drummer Marc Dodd while the foursome worked at a Texas Starbucks.

They sold all 2,000 copies of a self-released EP in 2000, and returned to the studio to record the full-length "When the World Is Wonderful" under original name Blisse. The group became a local sensation, and when labels came courting, it signed with Simple, a new venture owned by MercyMe frontman Bart Millard and producer/songwriter Pete Kipley.

Simple is marketed and promoted to the Christian market through INO Records. Epic worked the band to the mainstream after "I Wish We All Could Win" came out in early 2005, but the group switched to the Columbia roster when former Epic president Steve Barnett became CEO of Columbia last December.

"We were with Epic last year, and they worked really hard at getting our music heard by the right people," Havens says. "We toured with MercyMe, and that was a huge, huge opportunity for us to go from not being a full-time touring band to touring with MercyMe. We're fortunate to have had other bands and people to have believed in us and kind of take us under their wing." The band also toured with Jeremy Camp.

Millard has been a fan of the Afters ever since the newcomers opened a Texas date for MercyMe several years ago. So when he and Kipley launched Simple, the Afters were their first signing. The album has sold 38,000, according to Nielsen SoundScan.

The Afters' Dodd feels mainstream gatekeepers have become more accepting of bands from the Christian market, especially when the songs do the talking. "We don't come out there with an agenda when we go onstage," he says. "We let the music speak for itself."

Reuters/Billboard