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In 2012 Reach continued to bring Christian Hip Hop into the mainstream market when it became the first record label to hold its own showcase at the South by Southwest festival. Sketch the Journalist mentioned on DaSouth. com that the appearance of Reach was part of a larger surge of hip hop artists, both Christian and non-Christian, at the festival, as according to him "many are saying that 2012 was the year hip hop took over the South by Southwest festival. " XXL noted that the label had "a string of well-received and commercially successful album releases and tours" that allowed it to become more prominent. Trip Lee released The Good Life, topping the Christian and Gospel charts and reaching No. 3 on the Rap chart, KB debuted his first studio album, Weight & Glory, at No. 1 on the Christian and Gospel charts and No. 9 on the Independent chart, and Lecrae released both his highly popular mixtape, Church Clothes, and his Grammy Award-winning sixth album Gravity, which debuted at No. 3 on the Billboard 200 and topped the Gospel, Christian, Independent, and Rap charts. In 2013, label affiliates were part of DJ Don Cannon's showcase at South by Southwest.