Bundle Update

I’ve been lost in opera/thesis land for a while, hiding out in my parents’ jungle-like garden home. I haven’t been keeping up with the outside world all that well (the vegetation is thick!), but I bring you a few updates on older stuff and a peek at a new initiative to promote experimental music.

A couple of weeks ago, in The Power of Bundles, I talked about a nifty site selling indie music as a pay-what-you-want bundle. With only 10 hours left to go, I went to check out its progress. It seems the sales slowed down a little after the initial spurt and the total now sits around $400,000. It’s a healthy $66,000 per album minus charity and the website’s share. More importantly, this music reached an audience of almost 50,000 people. Definitely an idea worth exploring for contemporary art music.

I’d like to point out a new experimental music company braving the web frontier. Soundcarrier Music Network* is a new site founded by Halifax musicians Norman Adams and Alex Kall active in the Atlantic improv scene. The site distributes “improvised, experimental, new and free music” selling both studio albums and high quality live recordings. The approach recognizes the value of distributing rougher concert recordings, which is especially appropriate for the more improv-based scene they cater to. The site also charges more for individual tracks longer than 10 minutes. Soundcarrier’s catalogue is still quite small and I’m not sure how they are promoting themselves, but it’s worth keeping an eye on them if you are into that sort of thing.

In Explores of New Frontiers I talked about a somewhat misguided use of crowdfunding platforms. I hoped to be wrong because they seem like a lovely organization, but a month in, that particular campaign is sitting at only $380. But they still have 27 days to go. Maybe their fans will come through in the end.

In other news, I finally bought my plane tickets to Kyiv (Kiev) and will have the pleasure of spending the night on a bench at the Frederic Chopin airport in Warsaw. I am expecting a piano at every gate featuring skillful renditions of mazurkas and nocturnes by the flight attendants. It should set me up nicely for my work in Ukraine (see Village Crawl in Ukraine).

* University-trained musicians love long names and ‘networks.’ Perhaps they felt the need to expand it out because there are already quite a few things named ‘soundcarrier’ floating around on the web, including a maker of amplifiers and a band.

Crowdfunding as a leveraging tool

Crowdfunding is a platform that allows many people to contribute varying amounts of money towards a project. It is the idea of patronage broken up into small pieces allowing a multitude of dedicated and curious people to participate in the creation process. The idea has been very successfully implemented digitally through websites like Kickstarter and Indiegogo, where the creator can offer various rewards for different levels of support. I am seeing many successful examples of this fundraising tactic in the art music world for things like commissioning, concert production, tours and recording projects. I recently came across a project initiated by the Kronos Quartet to raise money for their next Under 30 commissioning project. It’s something that I’m itching to try myself.

Seth Godin, a marketer and non-fiction author who fearlessly navigates the turbulent terrain of the modern world, just launched a project that uses crowdfunding as something more than a purely fundraising tool. Through The Icarus Deception project, he is harnessing the power of Kickstarter to blend new and old media for the dissemination of ideas: the internet with its ebook and blog, and traditional paper publishing.

The project was set up to essentially presell his new book in various forms to dedicated fans, giving them rewards for jumping on the bandwagon early. If the project reached its goal of $40,000 by a set date, the new book would be published in paper form and distributed through traditional channels. The genius of the idea is that he is not really using Kickstarter to fund the publishing process, but rather to simultaneously gage and create interest in his new book before he writes a single word. It becomes a kind of leveraging tool in the risky and costly world of paper publishing.

What if you were to apply this idea to the risky and very expensive process of producing a new orchestral work? An opera? These require huge investments in time and money with extremely uncertain payoffs (and I don’t even mean “payoffs” in terms of profit, but rather audience interest).

What if, as a composers, you took matters into your own hands rather than waiting for a giant behemoth of an orchestra or opera company to warm up to such a risk? You fundraise your own commission fee while simultaneously measuring and generating excitement about the work before it’s even on paper, before you’ve invested so much of yourself into it. Now you are coming to the producer with something more tangible, you have leverage. You are bringing a ‘tribe’ of dedicated followers who have already invested money and curiosity into your idea. No, you haven’t taken away all the risk, but maybe you’ve made that leap a little more appealing.

Crowdfunding can seem magical. Godin’s project reached its goal within the first two hours and 24 hours later it was sitting at almost $190,000, nearly five times its goal. But he has a huge tribe of dedicated readers already.

The success of such a venture really depends on how hard you’ve worked building up your following. You can’t pop out of nothing and expect explosive results. First, you need to take the time to build up a trusting network of supporters. Second, you need to offer valuable* rewards for their faith. This kind of initiative, if done right, can help you reach out beyond that close circle. It’s about using the fast, low-cost digital platforms to encourage the slow and expensive institutions to bring your art to life. You also get to really connect with your fans in the process, which is priceless.

* Your followers should really be getting something unique for their bravery and dedication, be it an unforgettable experience, a limited-edition object or an exclusive peek inside the creation process. It’s not worth thinking about this as a pity donation with a token trinket attached.