PledgeMusic is based on a lovely idea: a marketplace where serious music fans can buy everything from vinyl to personal visits directly from artists and help them to fund their recordings and other projects. It aims to be a cross between a traditional crowdfunding site and a label-services company, and also a “community” that now claims more than 3.4 million fans and 50,000 artists.
The model, which evolved out of cofounders Benji Rogers and Jayce Varden’s former band a decade ago, is to involve the audience formally in a project’s creation: Fans can contribute to recording costs (“crowdfunding”) as well as “pre-order” recorded product, merchandise and experiences (ranging from personalized phone calls to performances at fans’ homes), and are then updated on the artist’s progress via photos, videos, blog posts and ultimately the finished products, ideally building a community of superfan/small-business investor hybrids in the process. For this,...
The model, which evolved out of cofounders Benji Rogers and Jayce Varden’s former band a decade ago, is to involve the audience formally in a project’s creation: Fans can contribute to recording costs (“crowdfunding”) as well as “pre-order” recorded product, merchandise and experiences (ranging from personalized phone calls to performances at fans’ homes), and are then updated on the artist’s progress via photos, videos, blog posts and ultimately the finished products, ideally building a community of superfan/small-business investor hybrids in the process. For this,...
- 6/6/2018
- by Jem Aswad
- Variety Film + TV
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