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“When I tell people Malaco has been around for 50 years, when I tell them it’s the longest-running independent label in American music history, and it’s the world’s biggest Black gospel label, they’re like, ‘Really?’” says Rob Bowman, author of “The Last Soul Company.”

And Malaco became the home for these anachronistic artists.”

“That audience became older and consumed less,” says Bowman, “the mom and pop record stores that had been the bedrock of Malaco’s business, were going out of business, and the radio climate changed.”

Fortunately, for Malaco, they’d already been building a parallel success in the gospel world.

Over the last two decades, as the internet and the digital revolution has upended record sales and traditional labels, Malaco has continued to thrive.