ABSTRACT
For Christian-oriented labels, following the commercial criterion also means understanding the generic boundaries as well as their inclination to shift. This scenario is defined by the massive crossover of Christian rock bands and the concurrent process of genre rearticulation. A "cash cow" produces "sizeable profits, and with minor modifications and modest ongoing investment this category can bring in regular revenue and maintain the company's market share. Cash cows can be managed with a fairly straightforward administrative structure and standard promotional system". Unable to perform in major "secular" venues and unsupported by traditional Christianity, a group of Christian rock musicians got together and decided to found their own festival in the attempt to create a space for these artists and their audiences. As far as the music is concerned, the existence of Cornerstone further proves the vital importance of the margins to feed the mainstream.
