SWOT Analysis: 11th Hour

11th Hour

11th Hour

Last week saw the return of the SWOT analysis feature.  Working in the business world, the SWOT analysis is used to determine the strengths and weaknesses of an organization while also looking at opportunities and threats the organization could face.

This week’s SWOT analysis will take a look at the strengths and weaknesses of one of Southern Gospel’s fastest rising trios; 11th Hour.  The group now has three #1 songs to their credit with several more top tens.


  • 11th Hour has four albums to their credit and what they’ve been able to do, with the help of Crossroads and radio, in just a short amount of time is amazing.
  • The majority of the success can be credited to group founder/owner, Amber Eppinette.  Her songwriting and strong vocal/stage presence has allowed not only the industry, but the general Southern Gospel listening audience to take notice.
  • The trio has also been given the opportunity to have songs pitched to them, from the start, by the industry’s biggest writers.
  • While still being a young group within the industry, their success can only grow.  I would be bold enough to say, that as of this writing, they are the top trio in Southern Gospel music.


  • They will never have the success/respect of a male quartet.  Southern Gospel has always been and will always be dominated by male quartets.  That doesn’t mean mixed groups will never have success because there have been plenty (ie; Jeff & Sheri Easter, Happy Goodmans, Hinsons, Hoppers, Nelons, Karen Peck & New River, Speer Family, Talleys, etc).
  • Certain times, depending on the song, 11th Hour can sound a lot like the Martins of the 1990’s.  While the Martins were an awesome group, an artist wants to be able to maintain and create their own identity.


  • I know the group already does this in concert, but I would love to see an entire set with just Amber playing piano and Grant on bass.  Groups displaying their musical talent along with their vocal talent only enhances their audience appeal.
  • While this has nothing to do with 11th Hour specifically; in the vein of the last statement, I would love for the NQC to have one night during the week devoted to only voices and live instruments.


  • Talented artists like 11th Hour have to excel doubly in order to be recognized with all the competition there is with sub/below par talent trying to catch a little spotlight.
  • Losing their record deal.  We see Southern Gospel artists move labels all the time, but being with one of the biggest in the industry in terms of success and promotion of their artists; I would want to see the group lose that.

***NEXT SWOT ANALYSIS:  LeFevre Quartet***

I know the following clip is two years old, but it shows what I am talking about if 11th Hour would do an entire set with just piano and bass.

*Video Credit (Candy Hughes)


One thought on “SWOT Analysis: 11th Hour

  1. I would add that one of 11th Hour’s strengths is how far they’ve come out of a very simple start. Amber began that group as a ladies trio when she was very young and has steadily and faithfully built the group to what it is now.

    The level of talent that she has brought in is pretty impressive, too – Justin Morphis for one, Jaquita Lindsey for another. Both powerhouse vocalists that really helped accelerate the group’s rise in their own right.

    One weakness I would add is that their non-singing stage presence needs a bit of work. Their shtick sounds a bit rehearsed at times, and Amber is talented, but is no Gerald Wolfe.

    This group’s recordings are always at the top of the year’s best. I’m consistently impressed with them.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s