“Christian music has a huge following, so if you like it, it will be there for you,” Metcalfe said. “It’s a genre that appeals to some and maybe not others and that’s OK, just like hard rock doesn’t appeal to everyone. In Madison, we’re very inclusive to everyone.”

Mike Judge, director of the Center for Brand and Product Management at the UW-Madison School of Business, said in many parts of the country, such as his hometown of Oklahoma City, residents greatly appreciate when businesses acknowledge their Christian underpinnings. Madison residents seem more wary of public displays of religion, he said.

“My gut tells me there might be a little bit of a social media flare-up over this,” Judge said. “But as long as religion doesn’t become an overwhelming presence at Brat Fest, I don’t think it will be a negative for the brand. And it could be good for business if it brings in a different segment of consumer.”

Bob Lenz, the founder of Lifest, is among those scheduled to speak at this year’s Brat Fest (5:30 p.m. Saturday). He is a former youth pastor who gives inspirational speeches across the country.