| Summary: | Chapter three describes the formation and growth of Awakening. It introduces its artists and their recordings giving special attention to Sami Yusuf, Mesut Kurtis, Maher Zain and Raef, who were all interviewed for the book. The author has followed the three latter on tours. It also examines some of Awakening’s other media production, mainly its books, arguing that two strong themes are discernible in the book production, namely Muslim contribution to integration, and Islamic ethics. It also documents how the book production aligned with a rather conservative theological agenda in the very beginning but has since developed towards an emphasis on practical Islamic ethics and entrepreneurship.
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