JAVS Spring 2014

ple to join you. It’s not a last resort or something reserved for those in dire straits. Instead, crowdfund ing is for empowered musicians who are ready to determine their own success. The arts are inherently a communal activity, and crowdfunding is just a modern version of the Medici patronage model. With the power of the Internet and social media, we can connect with many small patrons and pool resources to make projects happen instead of waiting for one big career-changing angel (who sadly never visits most of us). When wondering why people con tribute to crowdfunding campaigns aside from the desire to “help,” remember the four “P’s”: Passion : contributors care about person/cause; Perk : contributors want the perk, pre-sale, product; Participation : contributors want to be part of a community that makes dreams possible; Pride : contributors feel a sense of pride in funding worthy projects. Crowdfunding is not about begging for donations, hoping for good luck, or wishing for money to mys teriously flow into your account. Crowdfunding is about creating a legitimate online marketplace for demonstrating artistic skills, engaging fans, offering unique experiences, and receiving contributions to make a specific project possible. Notice that I say “contributions” and not “donations,” which implies charitable giving. In most cases, contributors receive “perks” as a token of thanks. With my campaign, each contributor received a perk corresponding to contribution size, including thank-you notes, record ings, private lessons, and private concerts. I put care ful thought into considering exactly what I had to offer as an artist that would be of value to my fans, making sure that each perk was cost effective and wouldn’t be time-intensive to produce and deliver. I was not accepting mythical “free money.” I was offering items in return for upfront funding. In some ways the transaction that occurs on a crowd funding site is no different from standard online shopping experiences where there is an exchange of cash for goods. As an exciting alternative to labori ous grant applications and risky bank loans, crowd “How is crowdfunding different from panhan dling?”

funding offers more than just funds and allows artists to build lasting relationships that survive the simple exchange of cash. Musicians from Carnegie Hall’s Ensemble ACJW raised more than $25,000 to launch Decoda, an ensemble of performing musi cians who also engage in education and outreach activities. Through Indiegogo, these musicians con nected with people who were passionate about the ensemble’s work, and they created a database of fun ders who could be cultivated into repeat contribu tors, advocates, and loyal audience members. “I’m a musician—I’m not trained to crowdfund!” As musicians, we are experts at spending grueling hours a day in the practice room and controlling our nerves on stage. But when it comes to networking, promotions, and raising money—we’d rather endure an enervating dentist appointment. Today’s musician must do more than just master an instrument (as if that’s not hard enough!). We must be advocates for the arts and serve as our own publicists, embracing a more entrepreneurial mindset than our predecessors. Many crowdfunding sites offer tools and training to assist with fundraising; Indiegogo offers extensive educational resources designed to make the crowd funding process less daunting. To further relieve the pressure, Indiegogo offers a unique “flexible fund ing” option so campaigners can keep whatever they raise, even if they don’t reach their goal. I recently worked with Jessica Garand, a fellow Juilliard violist, founder of Opportunity Music Project , and a first time campaigner who raised more than $10,000. She writes, “At first, launching a crowdfunding cam paign seemed like such a big project, but with Indiegogo’s easy-to-use format and excellent coach ing and support throughout, the whole experience was exciting and successful!” Crowdfunding is not guesswork, and there are clear strategies for success. Plan, plan, plan : Just like everything else, taking the time to educate yourself pays off, so talk to specialists and artists who have crowdfunded. Plan your budget, come up with unique and well-priced perks, and make an authentic and engaging pitch video. Videos don’t have to be Oscar-worthy productions—they should be personal, informative, and concise. On average, campaigns with videos raise 114% more than

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