SAM conference presentation (2021). “God just told me to start my own label and give my records away.” So spoke Christian songwriter Keith Green to Billy Ray Hearn, his record label’s founder and owner, in 1979. Green was convicted that his music could not minister to those who most needed to hear God’s message unless it was freely available. In this paper, I examine Green’s career to illustrate how one artist navigated the delicate balance of ethical and commercial imperatives. I argue that ethical objectives can be just as important as aesthetic or commercial ones, particularly in their ability to establish markets’ boundaries.