This bothers me as well. From the moment I heard about this event (I saw friends posting comments on facebook as the event was in progress), something just didn't sit right with me. I didn't take the time to distill my frustration down to a concise thought, but you've said it well; I think in this case (and in many others, if we're honest with ourselves) ministry has become a vehicle for marketing your "product", whether it's your new book, or your church. Dangerous ground in my opinion.

There are several points about this "event" that I pause to consider; none of them giving cause for justification, condemnation, validation, judgment, or other positive or negative commentary. I think we live in a world (particularly Westerners) where mass media marketing and branding rules. If you have a message and you want to be heard by the masses, you use the vehicle that will help you arrive at your destination in the most efficient and expedient fashion. Again, this neither condones or affirms the method, but recognizes the point. There are other considerations open to discussion regarding the book launching event, but in the end I think I tend to land near the apostle Paul's comment in his letter to the Philippians; "Whether their motives are false or genuine, the message about Christ is being preached either way, so I rejoice." (Phil. 1:18). I don't know the ultimate motive, and for me it should not matter except that Christ is preached. Pastor Steven will account for his ministry before God as will we all.

I am fairly indifferent. I have read the book, I thought it was very good. I think it is a message that needs to be shared. Was it a publicity stunt, yes. Did he have bad motives, I doubt it. I really don't think that most Christian authors want to increase sales to make money. Most want to increase sales because they think that they have something that is important to share. So they "pimp" their books. If you are uncomfortable with preaching as a way to illistrate the need for the message I would suggest that we also need to be uncomfortable with many other ways that churches try to get people in seats. In general, I think that many people do many things I wouldn't do to get people in churches. But they are not reaching out to me, so I tend to let my discomfort stay fairly internal. If the act is clearly not sinning (and I would find it hard to suggest that preaching is sinning, especially given Jeff's later comments) than why complain?

This is simply a marketing gimmick, and he admits it. This is really troubling. A sermon's chief purpose ought to be to build up the church and bring people to a knowledge of Jesus. When he does a 24 hour sermon with no book to promote and no self to promote and no money or fame to be made or gained by him or others, then I might begin to think it was the real deal.

Also:
"He’s got a large, rapidly growing church. He’s young, hip, and a fashion chameleon with ever-changing clothes and hair. He’s a powerful communicator with self-confidence wafting from him like faramones. And he’s savvy enough to utilize media and technology to inflate his brand far beyond the confines of Charlotte, North Carolina"
I hope he doesn't think of himself this way, and I hope CT doesn't see these as major qualifications. It's certainly a far cry from what constituted the qualities of great church leaders throughout history.

Can we please not use the word "pimpin'" or "pimp" as it refers to a person who uses the threat or actual use of violence and coercion to keep women enslaved in sexual servitude.

Not trying to be a jerk. Hope it didn't sound that way. As far as this preacher goes, I am tired of trying to judge other pastors and their motives. I get my own motives screwed up enough. I'll cut him some slack on this one.

There is nothing wrong with hoping your book will be successful and make money so that you can provide for your family and your kids can go to college without huge student loans. It is not a sin to be successful and/or make money. If you can do so with a message that helps promote the Gospel or disciple others or train students via your 5 volume systematic theology GREAT! It takes a lot of hours to write and to do it well takes talent. The ox should not be muzzled when it grinds the grain.
However, when it comes to preaching that should be done under the power of the Holy Spirit not as a carefully calculated business plan. Furtick must search his own heart to determine if any of that 24 hours of preaching was done in his own Starbucks induced power. It is a fearful thing, Furtick. My only other gripe as an over the hill totally uncool Mom is when Furtick stands up in front of NC kids looking like someone trying overtly hard to emulate the dress and language and style of the punk rock world and says, "Don't be like the world."

Is it marketing? Sure. So? Was Paul's preaching in the marketplace marketing? Graham's preaching in stadiums marketing? Sure.

I suspect that some people object to new approaches. Once they see those approaches enough, they get comfortable and cease to label them as marketing.

Is the book worthwhile? The title suggests the content would be valuable, and Adam commends it. Perhaps we need more discussion of the steak that is the content and less on the sizzle that is how the book is exposed to prospective readers.

I think the "uncool over the hill Mom" hit the nail on the head with all of her comments, especially her final one... re: the question - "when did ministry simply become a tool for marketing?" answer: When the American Christian sub-culture started just taking the "cool" things of the world and "Christian-izing" them.
Being in ministry (in Charlotte, actually) for many years, I've seen that often, especially in the Bible belt, church can become a business - churches "compete" for who has the best music or preacher or children's ministry or whatever - yes, even marketing... when we should all be working together, helping each other however we can to further God's Kingdom. I say, if Furtick is bringing people into the Kingdom, wonderful! But I do have concerns that even if the content of his message is good, the marketing method and flashy packaging may be sending a different, louder message that doesn't fit it.
There is a fine line between being relevant and imitating the world and making Jesus into a product to be sold. Jesus sure didn't market Himself; I wonder what He thinks about us trying to make Him look "cool." When I was in seminary, a student made the comment in class once that the church "is way behind the business world in learning how to market ourselves" and the professor said "GOOD!"

I'm with John. I work with the victims of prostitution- women who are battered, abused and enslaved by the scourge of the earth.

It sickens and horrifies me that any Christian would agree to be characterized by the word "pimp" - a man who sells women like slaves, beating and enslaving them - as any sort of adjective they want to be associated with.

It's not cool, it's not funny, it's not helpful and I think it grieves the heart of God to see his children sell the weak and abused to be culturally relavant.

It's embarrassing and shameful. Period.

The purpose of the sermon is to direct the Christian to God through Jesus. Is that marketing? Maybe. If so that's the only thing we should be marketing.

Does the book direct Christians to God through Jesus? I don't know. I've not read it. I hope so. But the primary goal of this sermon does not appear to be pointing to God; it appears to be pointing to the book.

Assuming this was a relevant sermon, how effective is it for the sermon to actually last 24 hours? I don't know many people who will even sit through a 1-hour sermon. Is there actually enough relevant content to fill every hour? Could it hold its audience for all of them? Or did it become repetitive in the fifth hour, and was it okay for people to not listen so intently by the sixth, or in between the 20th and 22nd? Were there hours where the room was vacant, or filled with sleepers in the pews? Has anyone had the fortitude to actually listen to the whole thing? Even the preacher?

Will anyone be inspired to change their life as a result of it? Or will they only be moved to buy books?

I know the vers is a bit out of context but I still think it applies:

Php 1:18 But what does it matter? The important thing is that in every way, whether from false motives or true, Christ is preached. And because of this I rejoice. Yes, and I will continue to rejoice,

Steffen,I think that is exactly the point. Some people's feelings seem to be hurt that a pastor, who preaches, would preach for 24 hours a message that he believes was given by God.

Expect more of this type of marketing/ministry mashup. Boundaries get blurred easily in the consumerist society in which we live, and the Church is being seduced just like any other "brand." We have confused gathering a crowd with effective, authentic ministry. While Jesus did gather crowds, sometimes inadvertently, he often tried to get away from them as well.

The "Christian-industrial complex" that the late Internet Monk, Michael Spencer bemoaned, is with us in full-force on this one. Evangelicalism has become the "brand" of American religious consumption. Don't kid yourself -- book sales generate tremendous profits for the authors, publishers, and publicists. This is a business, plain and simple. I personally think it's a dangerous trend, whatever Furtick's personal motivation might have been.

BTW, I agree that you should drop the casual reference to "pimping" which is in reality a violent, abusive action against women and children who are held in involuntary sexual servitude. This is another example of the desensitizing of violent language in our society.

My major issue is this: is this man's message and preaching empowered by the Holy Spirit? If so, then it will go out with power and be effective -- and he doesn't need the gimmicks. If not, then it will burn like chaff.

So, is it Spirit led or marketing led? I can't really say, because I never heard of this man or his book until I read this post. It does seem very fueled by marketing ideology and a reliance on trends... not to mention Diet Coke and Starbucks.

I also think J Brown is spot on in her analysis; seeing pastors use the "rebellious" meme as a means of being "relevant" (when often, it comes across as a desperate play to deflect the world's assertion that Christianity is "uncool").

The book stunt is much like a circus act. Organized to draw attention. Draw in the audience. Out do the last performer.

But we have to ask, "What will be next?" How will the next young gun preacher try to out-do Furtick? How ridiculous will we become? Preaching in tongues for three days straight. Fasting for 60 days instead of a mere 40. Praying for a week straight without sleep and with one hand tied behind your back?

In other words, Furtick's act demonstrates the circus-y nature of what America's Christians are becoming..and we must ask the question, "What does this look like to the world?"

A vibrant demonstration of the love and power of Jesus Christ or a pastor's marketing circus antic to boost his own ego and sales.

And in the process are we just raising up the new generation of tele-evanglists (and all that was negative they represented) who are using the internet instead of the television to display their spiritual oddities and raise money/book sales?

What you forgot to mention in your description of Furtick is that he is a godly man who in spite of growth and success has stayed true to God and his Word.

Shame on you for such a poorly written post and borderline lambasting of a good pastor.

Would he preach for 24 hours to publicize someone else's book? Or even the Bible? Or to promote a cause from which he would not benefit in any way, like a local pro-life ministry or economic development in Africa?

I appreciate the concern about the casual use of "pimp." It's good that we not become desensitized to an ugly reality. But I think the word was used precisely because of its association. "Is the gospel being prostituted?" is the question.

I don't know Steven Furtick or what was in his heart about the event, except for what he shared that night.

Apparently, he believed the message God had given him was worth the risk of being misunderstood about the methods used to get it out.

As far as I could tell, Sun Stand Still Day was marketing for ministry, not the other way around. And it was executed really, really well.

Does it seem a bit unfair to bring criticism of the pastor and the ministry on the basis of one event? Was there any sin in what they did? Was a false gospel preached? Was Christ exalted?

If Elevation had been a bunch of rank amateurs when it came to the marketing aspects, an embarrassment, would we be talking about that instead? I wonder.

I definitely dont think we should be judging Steven Furtick, a brother in Christ, and I feel as many writing and the article itself are. I do not attend Elevation nor do I know Steven personally but I have listened to several of his series over the year.

Furtick and Elevation church always go big. They believe in doing everything they do to the best of their ability. Do I always agree with everything they do? Probably not but I do love their heart and passion for God and His Word.

Agree or Disagree with the methods but lets not bring a brother down who is making a difference for God. Instead of writing an article and allowing people to express their opinions on what we feel about him, lets pray that God humbles him and ourselves daily. Lets pray that in all the things Elevation and our churches do our God Centered not man. Lets pray that as we try new things we encourage people to fall in love with God not the man God is using. Lets pray that we can learn from Steven Furtick and take a risk for God in our own lives.

We are the Body of Christ.

I think we need to be careful how we judge this. Different means doesn't necessarily mean that it is bad. I saw the young man on TV and he seemed to be very sincere concerning his faith in Christ. Time will tell.

Concerning the marketing aspect, I think there is a fine line to be drawn. We live in a Twitter/Facebook age and that's where most people are (especially the young) and this may be an effective way to reach them. He just needs to make sure that his desire to reach people is tempered by the leading of the Holy Spirit. I also believe that we have to take into consideration the age of Mr. Furtick. He's not going to do things the way some of us "older" folks would do them.

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Stunt over substance.

Steven Furtick does not minister under plenary inspiration of the Holy Ghost. So, with that understanding, he is not, nor will he ever be, a 100% accurate representation of the will of God. But, neither do YOU accurately represent God's will 100% of the time. We see through a glass darkly. Having listened to Steven Furtick's messages week after week for four years, and witnessed first hand the amazing work of God that is Elevation Church, you learn to harvest the wheat and graciously discard the chaff. But the wheat reminds me of the Jesus I read about in Scripture, and know personally. Elevation Church reminds me of the church in the Book of Acts -- imperfect, flawed and chosen by God to revolutionize the world. There is far more worth imitating in Steven Furtick than there is to be criticized. While not completely ignoring Furtick's flaws, you would do well, however, to focus on what he gets right. Remember, the religious leaders thought they were superior to Jesus' disciples. Don't make the same mistake with disciple Furtick -- God's Kingdom is bigger than Furtick, and it's bigger than you. Get with the program.

Pastor Furtick is reaching people who are far from Christ. He may not fit into our idea of what a pastor should look like, but he preaches better than most of the pastors I've listened to. His Jesus-centered, scripture based sermons hold the attention of thousands of people every weekend! God picked Pastor Steven to lead a new generation of believers. If preaching a 24 hour sermon online is what it takes to save one soul, then praise God he didn't fall asleep!! There is nothing wrong with him promoting his book either. Ask yourself this, if you spent 3 years working on something that you truly believed God wanted you to do, then wouldn't you want people to know about it? Of course you would! Why is this situation any different? Don't knock Pastor Steven's methods because what he's doing works. Elevation Church is effectively leading people to Christ.

I live in Charlotte, have visited Elevation Church and heard Steven Furtick ... He is a dynamic and energetic personality on stage, but a lot of what he does is like watching a performance.

I've watched him over the few years he's been here and have noticed a lot of things that really concern me. Note I'm not some old time religion guy, I am in the same age range as Furtick (early 30s.) I think it's obvious that the spirit Steven Furtick operates under is hype. I don't doubt that he loves the Lord, but he relies heavily on his appearance and the appearance of what is presented. If he doesn't look good, or the stage doesn't look good, he's not going to get the crowds. It's sad. You can watch and see that every week Furtick shows up in an entirely different wardrobe. He never wears the same thing twice. He always dresses very fashionable, and you can observe that he spends a lot of time working out, and getting his hair done, and wouldn't be surprised if he also plucks his eyebrows and gets manicures. We all struggle with things in our life. And for Steven Furtick, it's appearances and fashion. It's the god he serves.

I want to share a story which basically sums up my thoughts ... This is true. The very first time I visited Elevation church was in 2008. I sat near the front, and when Furtick got on stage after the praise and worship, people clapped and this girl who sat next to me turned over and said to me, "That's my pastor! Isn't he hot? Ohhh he's sooo hot." I just shrugged it off and thought, "what a bizarre thing to say in church."... near the end of service as I was leaving, one of the greeters who was a younger gal said "Thanks for coming.." And then she started asking me about what I thought about Furtick and she goes on and on about how great he was, adding this comment, "... He's not only a great speaker, but he's so good looking and cute. I just can't take my eyes off him."...

So I didn't think anything about it then. Just figured these people were proud of their pastor and what was happening, but in the past few years I have visited several other times and then run into people who attend the church and have noticed that no one ever talks to me about Jesus, or the Gospel. They basically talk about Furtick. About how great he is. About how he has changed Charlotte and changed their lives... This church, in my opinion has been so focused on their pastor they have lost touch with what truly made them great... Jesus. Want more proof? They just released a documentary this week, which is a really strange thing to do considering they are only 5 yrs of ministry (which is still infancy), and the video is titled "This Is How We Changed The World.".... Watched it. Doesn't surprise me how the Gospel isn't even really in it. It's all about Steven Furtick's life. Watch it for yourself and see: http://www.elevationexperience.com/

I think Red has some good insights especially helpful since he is of the same generation and has attended this church. I am also from the Charlotte area, but I only attended one time. I was left with similar impressions. I had just been to a really good show. I wonder what Jesus would have said to any young girl who called him "hot". I think in love He would set them straight as to the inappropriateness of their comment.

If 8,000 people have come to Christ in 5 years as a result of what he's doing and his book has encouraged others to start churches (it's encouraged the guys I'm going to start a Church with to do it) then why waste time criticizing his methods. He did something that took a lot of faith and I'm sure it was very difficult to preach for 24 hours. Did he want his book to be sold? Of course. Why else would you write a book? And it's not as if he spoke heresy during these 24 hours. They were legitimately good messages and listening to them was very beneficial. He did something most people would never do. He did something crazy, which is what his book is about so it's very appropriate. Nothing wrong with what happened here, in my opinion at least.

Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic. If possible, as you gain expertise, would you mind updating your blog with more information? It is extremely helpful for me.

This is the same guy who doesn't disclose his salary, which makes him the only pastor in Charlotte that doesn't disclose it, as far as I know. The web-site for this "church" discloses a "financial statement," which is a pie-chart with no specifics. They state "for detailed financial information, contact the church office." I have done so 4 times, with no response except to say they don't disclose the salary of employees. Those who attend Elevation defend this practice and most have learned not to ask questions. Someday, they will all drink Kool-Aid together...

It sounds almost like obama who has all of his records sealed, and is trying to hide the evidence in "Operation fast and furious", and also hiding Kagan's involvement in obamacare. She is so far refusing to recluse herself, and she was very active in writing obamacare, etc. People who refuse to keep up or ignore what is happening have been drinking kool-aid a long time.

I like the way they DO DO it a lot more than the way most Christians and churches DON'T...

Why Kristen Stewart had crutches at the Oscar? According to Stewart's make-up artist, Beau Nelson, the actress hurt herself after stepping on glass.