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Gospel and Dove Award winner LeCrae is living up to his commitment manning up and helping other men to man up.

  “Be the last of a dying breed, it’s time that we man up.”

That’s the last line of the new “Man Up Anthem” from Christian rap group 116 Clique. The song is just one sliver of a growing campaign launched last year by rapper Lecrae, 32, and his Reach Records in Atlanta, to get young men in hip-hop culture to “man up” into responsible husbands and fathers across the country.

Read: Lecrae – “Church Clothes” [NEW MUSIC]

Lecrae, whose outspoken faith and creative rhymes have gained the attention of John Piper and BET alike, has skyrocketing album sales for a Christian hip-hop artist, landing on Billboard’s top 200 and independent album charts. But the Houston native is determined to steward his recent fame to address chronic social ills affecting communities nationwide, one man at a time.

“Everybody on staff at ReachLife [Ministries] and the artists at Reach Records realized that biblical masculinity was one of the things lacking in culture, specifically urban culture,” said Lecrae in a recent phone interview with Christianity Today. The Man Up Campaign—including a film, concert series, album, and curriculum for church and small group use—was born out of this deep need for a godly model of manhood, as well as Lecrae’s own story.

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Read the rest on Christianity Today.

Lecrae Informs Men: “It’s Time That We Man Up.”  was originally published on