Hills Alive started in 1985 in Rapid City, SD, and continues to be a premiere Christian music festival to this day. In 2024, the Sioux Falls, SD-based Lifelight Ministries came alongside Hills Alive to continue to further the vision. We took a minute to chat with Lifelight's CEO, Josh Brewer, to see why it's so important to not only keep the festival running but to keep it free.

At its peak, Lifelight Festival saw 300,000 people stop in. Even though the numbers look different, they are still poised to reach 12-15% of the South Dakota population with the message of the gospel. No matter how many people make their way to one of the Lifelight festival grounds, the mission is still the same: share the Gospel through music and other festival events at no cost to attendees.

Watch the NRT exclusive video here.