When Hillsong ‘goes to market’ – reaching out or selling out?

Jesus didn’t need to rely on marketing techniques to preach the gospel. He didn’t measure success by size, or instruct his disciples to put on conferences (with ‘product expos’). All Jesus offers is the free gift of eternal life. The cost paid by His death on the cross.

But now that you have been set free from sin and have become slaves of God, the fruit you get leads to sanctification and its end, eternal life. For the wages of sin is death, but the free gift of God is eternal life in Christ Jesus our Lord.” Romans 6:22-23

So does Hillsong reach out or ‘sell out’ when it comes to the gospel message?

Back in 2014, Hillsong Church Watch posted two articles pointing out the obvious marketing gimmicks Hillsong uses to promote their movement #product.

 Replacing Jesus with ‘Hillsong’ in ‘No other name’ campaign? Part 1.

Hillsong’s marketing gimmicks “No other name” but “Hillsong: Brian Houston”? Part 2.

Replacing the gospel message with messages from the ‘matriarchs’?

Fast forward to 2019 – it’s a sad day for the body of Christ when it takes an atheist, Tanya Levin, former Hillsong member, to point out yet another very serious development in movements like Hillsong, C3 Church Global and Bethel. And it’s not the first time an unbeliever has noted that the modern church is being built on the wrong foundation. Tanya writes in a recent Facebook post:

“Global Senior Pastor Bobbie Houston, #globalbobbie to friends, is now referred to as “Mother Dove”. This is just that little bit terrifying in a culty way. Even if they were open about being CEOs of an international business, it’s not something you can imagine, say, Melinda Gates doing. It’s also terrifying in the way Hillsong is attempting to intertwine their marketing with religious terms. Dove is understood as symbolic of the Holy Ghost/Spirit throughout the bible to most Christian denominations. Mother? Mary? Matriarch? WHATTHE?”

There isn’t much more ‘church planting’ going on, either. When pre-existing churches become Hillsong branded, it’s considered to be ‘adding on rooms’. Hillsong is a house with many rooms, you know, how Jesus said in John about “My father’s house.” So, #hillsong is kinda like #heaven on earth.”

The language is fascinating and it’s getting more boldly intermingled with bumper stickers, bible verses, other pastors’ quotes, and other stuff and things.They’re pushing hard to reinvent and redefine words and ideas, to confuse and also to fuse their own marketing into common speech.

We’re getting a little Jonestown these days… Mother. Dove. Really? (Link)

Tanya Levin “So exciting to read that women’s lives matter. one of those things you wonder about but never really are sure. #thanksmotherdove”

Tanya Levin “Just a sweet old couple of lovebirds, one wearing their #motherdove #cult leading matriarch sweat top.”

Tanya Levin “An opportunity for #motherdove to talk about herself in the third person, just when you thought things couldn’t get worse.’

The Instagram images above are posted by Bobbie Houston and Hillsong on public accounts. We could logically ask, with Mary being Jesus’ earthly mother – does the Holy Spirit now have Bobbie as His mother? And will we soon see more merchandise available in-house or at conferences?

Perhaps a pink hoodie with ‘Mother’s Doves’ on the back? #satire

“And many will follow their sensuality, and because of them the way of truth will be blasphemed. And in their greed they will exploit you with false words. Their condemnation from long ago is not idle, and their destruction is not asleep.” 2 Peter 2: 2-3

In closing, this recent development of giving female pastors/leaders ‘matriarchal’ names is not limited to Hillsong. We’ve long noted that this is a title given to Heidi Baker, Bill Johnson’s wife Beni, and Chris Pringle, wife of Phil Pringle:

“Mama Chris, as she is affectionately known, brings life, revelation, healing and joy.”

Email all comments and questions to c3churchwatch@hotmail.com



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