ABSTRACT: Contemporary Worship Music has transformed the religious and cultural landscape of Christianity. In this research, careful observation is made towards the branding and commodification of Christian worship music, particularly through Hillsong Church. Furthermore, this paper investigates how Hillsong has used branding, digital media, streaming platforms, and licensing to distribute its music throughout the globe. Using the theories of Sarah Banet-Weiser, this paper considers how branding has transformed aspects of Christian worship into products that can be consumed and commercially distributed. Attention is also given to the concerns surrounding this commodification, particularly regarding accessibility, theology, and authenticity within Christian communities. Through previous scholarly literature and examples from the Contemporary Worship Music industry, this paper attempts to understand how branding and commodification have influenced the ways contemporary Christianity is experienced and practiced.
