4.52am Issue: 008 13th November 2016

“What strikes me from this process of
crowdfunding is the game has changed. I
have been fortunate to be able to see the
music business be completely turned on its
ear, for better or worse. I don't feel good
about music losing its monetary value.
That's a really scary concept for musicians
and I don't know how this next generation
is going to adequately get paid for their
work. I am lucky because I have a fan base
and there's still an infrastructure in blues
music and in guitar culture. My people
don't mind paying for music. That's a really
good thing. They also don't mind
supporting live shows and as far as I can
see from the momentum of my Kickstarter,
they are really supportive of helping to
create good music. I'm feeling very
fortunate.”
I must admit I always read the
rewards first as quite often they seem
like really bad ideas. Glad to see you
aren't offering to pop around and
cook anybody tea, but are there any
that you are secretly hoping nobody
pledges for?
“I really hope people pledge for everything
that I'm offering. I feel very strongly in
what I'm doing and I know we're going to
make a great album. I only wish I could
offer people more. And we may keep
upping our game as far as pledges go. I've
got some surprises in store.”
Looking at Sue’s campaign, you can see
that she has definitely got a lot of things
right straight from the start.
Launching on the 2 nd of November, Sue’s
campaign aimed to raise a total of $27,500.
Clearly, she has a fan base that is keen to
be supportive, and had already raised 11%
of the target amount on the first day.
This is a really important lesson for anybody
planning a campaign to learn – it is all about
momentum, and if you can make sure that
you publicise it before it starts and have
anybody that is predisposed to take part
pledging early, this creates interest in itself
and the more people who pledge, the more
people there are that want to join in and
pledge too.
The next thing we notice is that Sue has a
professional quality video, which clearly and
concisely tells you who she is, what she
does, her experience – so that you know
that she is likely to actually do what she
says – and what she is asking you to do.
Marketing people call it a ‘Call to Action’ and
without being cynical, she makes sure that
you want to join her on what is an exciting
journey (I hate that phrase).
Similarly, there is enough text on the
campaign page to tell you everything you
need to know, and to excite you about her
album, without disappearing into a dark and
dank place too many artists seem to want to
occupy. She remembers she is marketing
herself and her work, and she does an
excellent job.
From there it is easy, she is one of the
best, has worked with the best, quality in all
cases is displayed and guaranteed.
I can’t imagine anybody would read her
campaign page and come away thinking
that Sue is anything other than a
consummate professional.