A friend of mine just popped by my office and told me that AC/DC’s new album, “Black Ice” is #1 on the charts in 29 different countries.
AC/DC. Number one. In 2008.
Now don’t get me wrong, I love crankin’ up “Back In Black” when I’m taking a jog just as much as the next guy, but #1? Really.
But then he dropped another bomb on me, “it’s all because of Guitar Hero.” Guitar Hero. A video game. A video game where you get to pretend you’re, well, a “guitar hero,” playing along to songs as the notes come on the screen. (If you have no idea what Guitar Hero is, get an update here.)
My friend is a youth pastor and interacts with little boogers everyday. He says that on the “likes/dislikes” sheet the students fill out at the beginning of the year, bands like AC/DC, Journey, and Foghat are showing up in the “Favorite Band” category. The link? All of the aforementioned bands show up in, you guessed it, Guitar Hero.
13-year-olds groovin’ on “Smoke On the Water.” In 2008. Something’s up. And that “something” is “Guitar Hero”, or more broadly, video games and the “digital migration” in general.
Technology (text messaging, social media sites, the internet and yes, Guitar Hero) has a profound effect on the lives of the youth. I heard on the radio that males 18-25 are the hardest age group for advertisers to reach. (I would also tack on “and the church” at the end of advertisers, as, speaking from my own experience, young men in this age range are few and far between.) Ad execs (and pastors) are largely left scratching their heads when looking at this age group saying, “What the heck do these guys want anyway?”
Enter video games. Ask the execs at Nintendo if they’re having trouble reaching men 18-25. I think you’d find that your answer would be a resounding, “Nope, no problem here!” Same with XBox. Same with PlayStation.
Politicians are picking up on this phenomenon, so much so that Barack Obama is buying advertising in video games.
Karl Barth insisted that theology had to be done with the Bible in one hand and the newspaper in the other. Translation: As a Christian, you need to be aware of what’s going on in the world around you. As people in ministry (and if you’re a follower of Jesus, that’s you!), what can we learn from this? How do we “play ball” in a field that is becoming increasingly digital? How does the Church engage the culture at this level?
I’m certainly not suggesting churches buy a virtual ad in “Madden ‘09″, but what does a digitally fluent Church look like?
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