Under the guidance of Marvin Norcross, Canaan Records and Canaanland Music rose to become one of the leading organizations in Southern Gospel Music in the late 1960s and early 1970s. 

Joining Word Music in 1952, Marvin handled the company's daily operations and, in 1964, established the Canaan label. The Happy Goodman Family, the Dixie Echoes and the Florida Boys were just a few of the groups promoted at Canaan during his tenure. Norcross served as President of the Gospel Music Association from 1974 through 1975. 

In addition to his work in gospel music, Marvin was a devoted civic leader who was active in the Rotary Club and in youth sports activities. He served both as the District Administrator and as Texas State Tournament Committee Chairman for Little League Baseball. 

In 1981, the year following his death, an award bearing Marvin Norcross' name was instituted by Singing News magazine to honor annually a Southern Gospel music figure that has made an outstanding contribution to the industry.