In the last thirty years hip hop has revolutionized pop culture while evangelical Christianity has created an insular subculture. How have self-proclaimed “controversies” like Eminem and “hard-knock” lifers like Jay-Z sold millions of records to suburban kids all across America? Fundamentally, it’s because Jay-Z and his counterparts have become better fishers of men than we are. They identify with kids’ pain and address their needs in language they understand and in a forum they frequent. The question for the Church is no longer whether to engage, but how to do so effectively.