For more than a decade, top Christian hip-hop outlet Reach Records has broken boundaries between the church and the mainstream music industry through socially conscious artists like Lecrae, Trip Lee, and Andy Mineo.
The look and feel of each chart-topping release—music videos, album artwork, promotional materials—comes from Reach’s creative director and producer, Alex Medina. With visuals pulling from a divine appreciation for beauty, goodness, and truth, Medina works to complement the music and, hopefully, further its missional impact.
“Doing good art and pursuing that well allows me to engage nonbelievers,” Medina told CT. “I want everybody to be enriched. I want the needle of their lives to be moved closer and closer to what is good and ultimately God.”
Medina has a background in church and ministry—he grew up the grandson of a Hispanic pastor in New York City and attended the Southern Baptist Boyce College—plus a deep awareness of popular culture and racial justice.
“The last two years, my eyes have been reopened to understanding who I am, and that’s been expressed creatively,” said Medina, thinking back to his son’s birth just weeks after Mike Brown was killed in Ferguson. “The arts… have the ability to speak truth to power, to prick the conscience, and also to unite people under a banner.”