Thats a very good question that I don't know that I have a real good answer to yet. I really like Matisyahu for his music, he is actually more talented that most rappers out their today. But while he has tons of talent, he retains a very Jewish message to his music and a very Jewish view of god as well. At first, I thought it was his way of spreading the love of god to others outside his faith. But then, he broke a contract with the Jewish recording studio to go with a studio that could get him more exposure and thus more money. So in a way, it seems like this as almost become a gimmick to him to stand out from everyone else. Either way, I love his music and his style, though his message gets a little preachy and cumbersome at times.