For three months we got of glimpses into Kanye’s worship experience through Instagram posts, primarily from First Lady Kim Kardashian West. It all culminated Easter morning with West’s personal Sermon on the Mount, live from Indio, CA, during Coachella’s second weekend, complete with premium-priced merch to mark the occasion.

On the first Sunday of 2019, Kanye West unveiled his latest creative passion: Sunday Service. Every Sunday since January 6, the Kardashian-West family, their friends, and associates have gathered in Calabasas for a transcendent, invite-only jam. There are guest performers and musicians, cameos from young North West, and likely the word “vibes” being thrown around a lot.

But what is Sunday Service? Some say Kanye is building a church as a tax shelter, not unlike Kris Jenner’s own former church. Despite the rumors, the family stays on message. “It’s really a healing experience,” Kim Kardashian West told Jimmy Kimmel of the Calabasas services. “There’s no sermon. There’s no word. It’s just music, and it’s just a feeling.” Sister Kourtney clarified, “It is Christian,” and Khloe added that people who feel judged in traditional church settings feel free in the space Kanye has created.

But this healing, freeing experience feels an awful lot like a marketing ploy. Is his latest foray into the marriage of the spiritual and secular truly a ministry to bridge barriers and heal humanity, or is his pulpit just a stage like any other he’d perform on?

Worship is sacred, and in Black culture specifically, worship through music is visceral. The lyrics of the song are important, but the feeling the song invokes is paramount. That’s why church-bred artists like Aretha Franklin and Al Green were able to turn any note into the essence of a rousing spiritual.

West is tapping into music ministry with Sunday Service, flipping his hits into gospel-tinged arrangements using samples from greats like Fred Hammond and the Clark Sisters, and turning classic secular songs with inspirational themes up a notch. It’s not a new concept—Kirk Franklin revolutionized the marriage of hip-hop, R&B, and gospel 20 years ago, and Chance the Rapper brought this back into the mainstream with 2016’s Coloring Book—but it’s a refreshed take, and possibly new to many of Kanye’s disciples.

And it’s a dope idea in theory, and right in Kanye’s wheelhouse. Calling on Jesus as the ultimate guest feature is his thing. As a Black man and artist who has brought God into his work for years, this connection between culture and worship is paramount to not only how Kanye views himself but how he wants to be viewed by the world.