In 1 Corinthians 9:19-23, Paul writes "[19] Though I am free and belong to no man, I make myself a slave to everyone, to win as many as possible. [20] To the Jews I became like a Jew, to win the Jews. To those under the law I became like one under the law (though I myself am not under the law), so as to win those under the law. [21] To those not having the law I became like one not having the law (though I am not free from God's law but am under Christ's law), so as to win those not having the law. [22] To the weak I became weak, to win the weak. I have become all things to all men so that by all possible means I might save some. [23] I do all this for the sake of the gospel, that I may share in its blessings."

What Paul is talking about here is establishing a common ground. If you ask any missionary, they will tell you that in order to effectively minister to a culture with the Gospel, you have to present it to then in their own language. The youth culture of today is no different. They are a sight and sound generation with their own language, interests and music.

According to Third Millennium Teens, a 1999 report by the Barna Research Group, teens spend an average of four to six hours per day interacting with the mass media in various forms, the top two forms being music and television. "Researchers have discovered that music is one of the most important influences in the lives of young people. For millions of young people music produces a life philosophy; cultural icons, heroes and role models; support for values and lifestyles; a common language; and the opportunity to develop community related to a shared sense of common sound, ideas or artist. Of course, the nature of the music and musicians to which young people relate may or may not be positive."

It is for this reason that Contact 29.18 exists. Much of the messages conveyed in the mainstream music industry is a far cry from Biblical morality. Much of what is out there in the way of television is merely darkness masked by the screen’s blue glow. Without quality Christian alternatives, the youth of today will continue under the influence of the world’s media and message. It is our goal to take these two powerful influences, music and television, and combine them in such a way that we can effectively reach out to teens, presenting them with the Gospel in a very real and relevant way.