Azusa Street Celebration Draws 45,000

by Lori Smith, Religion BookLine -- Publishers Weekly, 5/3/2006

Over five days last week, some 45,000 gathered in Los Angeles to mark the 100th anniversary of the Azusa Street revival, which many consider the beginning of the modern-day Pentecostal/charismatic movement. "Most scholars would consider the Azusa Street revival the most significant revival in Christian history since the day of Pentecost," said Centennial organizer Rev. Billy Wilson. "For three years they held three services a day. People came from all over the globe to receive their personal Pentecost. It was known most for people receiving the baptism of the Holy Spirit and speaking in tongues, but thousands were saved, thousands were delivered, thousands were healed."

Last week's events also drew attendees from around the world—more than 100 nations were represented, and sessions were translated into seven languages. Breakout sessions and keynotes—featuring T.D. Jakes, Benny Hinn, Kenneth Copeland and many others—were held at the Los Angeles Convention Center and churches throughout the area. DayStar Television broadcast many of the sessions, which were also available live via webcast, and four global television networks carried Saturday evening's events. "We are providing a platform to display the diversity and giftedness of the movement," Williams said.

The conventional wisdom is that Pentecostal and charismatic Christians—which now number half a billion worldwide, according to Williams—buy more books than any other kind of evangelical Christian, already a heavy book-buying group. Karl Schaller of The LegacyRoad Group, which handled product licensing and marketing for the event, didn't have statistics to confirm that but said, "We were just astounded by the great, great support of the centennial attendees. They really bought lots of product across the board."

Licenses for music, T-shirts, and other items like coffee mugs and duffel bags were exclusive, with adult books being the only non-exclusive category. Thomas Nelson had an exclusive license to sell Bibles, and brought their New Spirit-filled Life Bible edited by Jack Hayford, originally released in 2002, to the event. Cook Communications was given the license for children and young adult titles, which included Ron Luce's Battle Cry for My Generation (Jan. 2006).

Multiple titles address the history of Azusa Street and the hopes for continuing its legacy. Bridge-Logos released a centennial edition of Frank Bartelman's Azusa Street: An Eyewitness Account along with Azusa Street and Beyond by Grant McClung (both 2005), a collection of essays by Pentecostal leaders. Nelson Reference published The Azusa Street Mission & Revival (Mar.), a historical account by Cecil Robeck. And Strang, which focuses primarily on the charismatic market, released three titles, among them Fire on the Earth (Creation House, April), which includes eyewitness accounts, The Azusa Street Revival, a coffee table book, and William Seymour: A Biography, about the pastor of the Azusa Street mission (both Charisma House, April). Warner Faith did not receive a license, but bought booth space to sell The Charismatic Century (April) by David Moore and Jack Hayford.

All licensed titles included a logo or sticker on the cover, and will be distributed through traditional outlets in addition to being sold at last week's event. More information is available at www.azusastreet.com.