Not long ago the New York Times carried a story about a California congregation that maintains three separate bands: one specializing in soft rock, one in hard rock and one in classic rock. It effectively recruits its members, all 8,000 of them, according to their taste in Christian rock music. The writer of the article seemed unable to decide what was most interesting about this church—its departure from traditional practice or its phenomenal success. When it comes to the growth of megachurches, music is, of course, only the tip of the iceberg. Beneath the music lies a sophisticated use of demographics, communication, focus groups and marketing. And it works.