American megachurches are thriving by poaching flocks
Denominations are out. Brand identity and good vibes are in
Earplugs are available, should the music get too loud. Sure enough the volume—not to mention the tattooed front woman and bobbing crowd—evokes a country-rock concert. Only the lyrics suggest otherwise: “Fill it all up, fill it all up with Jesus.” Afterwards a pastor, in T-shirt and high-top sneakers, compares an Old Testament parable to a rom-com. Donations are solicited by QR code. The service is entertaining and, for many first-timers, unlike anything they expected of church.
This article appeared in the United States section of the print edition under the headline “Throngs of praise”
United States August 26th 2023
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- American megachurches are thriving by poaching flocks
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