Fan Funding - creative impetus,financial stimulus & more.A study of bands using thePledgeMusic platform in theCity of Leed...
“An Audience In The Studio –The Effect Of The ArtistshareFan-Funding Platform OnCreation, Performance,Recording And Produc...
What were the artistsmotivations for embarking on afan-funding campaign?What did they hope to achievefrom their campaign?S...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Case Study from:Interviews to obtainqualitative data from all theartists in Leeds to usePledgeMusicSamuel Nicholls | Leeds...
Why PledgeMusic?Why Leeds?Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls...
Leeds + Artist Driven ReleasesSamuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnich...
Leeds + PledgeMusicSamuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snc...
Did geography have aninfluence on thesecampaigns?Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk ...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
PledgeMusic take 15%commission on everysuccessful Pledge“not once has a project failedto be funded in its three-years of e...
“We don‟t call ourselves[fan-funding]. We are adirect to fan platform”Samuel Nicholls | Leeds Metropolitan Universitys.nic...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Netw...
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Fan Funding - creative impetus, financial stimulus & more. A study of bands using the PledgeMusic platform in the City of Leeds

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These are slides for my presentation on the above topic as part of the Severn Pop Network conference on 25th March 2013 at University of Bristol. More information on my work / research at http://www.imgntn.co.uk

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  • Discusses the importance of a rise in audience interaction through fan funding campaigns, and predominantly discusses their effect on the creative process of an artist, and the artist / fan relationship. I was interested in looking at the artists expectation of this, weighed up by their financial expecation and ultimately their aim for the campaign
  • As well as Seth Godin’s take on Social Marketing, Kevin Kelly’s 1000 True Fans, and various criticsms & commetnarys on campaignsby the likes of Amanda Palmer and more recently Veronica Mars
  • Narrow but comprehensive field. I would like to talk to bands who wished to take part in Pledhe, Hope & Social specifically, Ginger, Pledge and all manner of other fan funding / direct to fan protagnoist. Unattributed quotes to bands interviewed
  • Background of those signed and with ready made albums – unique circumstances
  • differentiate to 56% of Kickstarter campaigns that - alter tragets
  • Another questiojn? All acts seem to deem the experience one of funding re: Benji’s comment in the Chris TT article
  • Alternative to a record deal when deals not forthcoming or expired. Unfair to say mostly done idealistically
  • Also shared by a band who had recorded their album
  • Most recognised the marketing significance of a pldgecampaing, and this partly informed their decision to this rather than a standard pre-orerThere was a feeling that the band themselves had put in the work to establish fanbase so the ability for the band themselves to engage them felt rewarding. Enhance fanbase by offeirng them personal insight eg. Finnly’s 5-a-sideGomm entirely seen“the system leans in favour of technically innovative, science-based, gimmicky, design or technical projects over pure art” – OR SOCIAL
  • . There was a feeling that the band themselves had put in the work to establish fanbase so the ability for the band themselves to engage them felt rewarding. Enhance fanbase by offeirng them personal insight eg. Finnly’s 5-a-sideGomm entirely seen
  • No one said Amanda Palmer. It was all friends, and friends the proximity give advice as wel (debate – do campaigns have a wider reach?? Chris, Ginger etc)
  • Most commented on the financial 100% figure without relativity to anything initially. Though it was clear the engagement factor was deemed a huge success as I’ll mention how the bands went on to ustilise it
  • No drip feed – no syndication. You want it, this is how
  • Contrary to the basis of Chris TT’s article- the pledges aren’t arseholes and can contribute to everything in fact
  • Finnly’s had a gig pass that wasn’t overly ‘costly’ in set up or prices
  • Finnly’s had a gig pass that wasn’t overly ‘costly’ in set up or prices
  • Most
  • This backs up that the basic items were the most effective – and how do you definte Pledge?
  • This backs up that the basic items were the most effective – and how do you definte Pledge?
  • This backs up that the basic items were the most effective – and how do you definte Pledge?
  • As mentioned before, the influence of bands from Leeds that had done it – again raises a question of PledgeMusic’s brand awareness, but also Social recommendeation a“The leeds proportion of pledges wasn’t as big as expected” – another commented that a lot of the leeds scene hasn’t got behind it. maybe all leeds labels succeed by harnessing an audience that isn’t exposed to the bands so regularly?
  • This backs up that the basic items were the most effective – and how do you definte Pledge?
  • Backs up the fact it’s not seen as a fan funding platform – 15% is competitive as a distribution service (although more than Bandcamp etc for download
  • It teaches bands to engage with their fans betterNiche pre order - While pledge might be highly effective source of imcome the bands were - Realy using it’s marketing potentiall and specifically it’s the ability to unite fans
  • Other succesful Pledge users (Gingers Etc) - Pledge COEOChris TTCooking Vinyl / Amanda Palmer – Hope & socialKikcstarter – other mediums (films)
  • Thanks to Justin Morey for help
  • Fan Funding - creative impetus, financial stimulus & more. A study of bands using the PledgeMusic platform in the City of Leeds

    1. 1. Fan Funding - creative impetus,financial stimulus & more.A study of bands using thePledgeMusic platform in theCity of Leeds.Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013
    2. 2. “An Audience In The Studio –The Effect Of The ArtistshareFan-Funding Platform OnCreation, Performance,Recording And Production”Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Thorley, Journal on the Art of Record Production, November 2012
    3. 3. What were the artistsmotivations for embarking on afan-funding campaign?What did they hope to achievefrom their campaign?Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013
    4. 4. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013What were the contributingfactors to the success of theircampaigns?What effect did these factorshave on the artists‟ future?
    5. 5. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Contemporary Commentaryon Fan-Funding“The Case Against Crowd-Funding Platforms”Chris TT, Louder Than War, October 2012
    6. 6. Case Study from:Interviews to obtainqualitative data from all theartists in Leeds to usePledgeMusicSamuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013
    7. 7. Why PledgeMusic?Why Leeds?Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013
    8. 8. Leeds + Artist Driven ReleasesSamuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Merciful ReleaseAgit-Prop / Mutt RecordsReception RecordsWAX:ON RecordsAlamo RecordsWrath RecordsObscene Baby AuctionDance To The RadioChewing Gum RecordsI Like Records
    9. 9. Leeds + PledgeMusicSamuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Ellen & The EscapadesEureka MachinesThe FinnlysGrammaticsI Like TrainsJon GommLone WolfKleineSchweine
    10. 10. Did geography have aninfluence on thesecampaigns?Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013
    11. 11. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“PledgeMusic is a musiccompany offering [the artist] anew way to take control of yourcareer”“We help and encourage you toparticipate with your fans in anexciting and unique way”(PledgeMusic, 2013)
    12. 12. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“PledgeMusic is a direct-to-fanplatform that provides artistsand labels with the toolsneeded to get fans to engageearly”(PledgeMusic, 2013)“…artists and labels can letfans become partners in thecreative process”
    13. 13. PledgeMusic take 15%commission on everysuccessful Pledge“not once has a project failedto be funded in its three-years of existence”Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013(Church, 2012)
    14. 14. “We don‟t call ourselves[fan-funding]. We are adirect to fan platform”Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Benji Rogers – PledgeMusic CEO & Founder in SoSoActive.com
    15. 15. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013What are the artists motivationfor embarking on a fan-funding campaign?
    16. 16. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 20138 out of 9 said money was theprimary factorInvestment into recording,packaging & marketing in lieuof a traditional record labelOwnership
    17. 17. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“…if not enough people„pledged‟ then we wouldn‟t berecording an album, as therewouldn‟t be enough demand,and therefore we probablywouldn‟t need to bother”Research Interview
    18. 18. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013MarketingPotential to leverage andengage with an establishedfanbase – and reveal agreater sense of personality
    19. 19. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“It‟s a way of marketing toexisting fans pre-launch,which means…focus timeand funds on wider marketingfor the launch itself” Research Interview
    20. 20. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013What are the artists motivationfor embarking on a fan-funding campaign?I Like TrainsEllen & The EscapadesEureka Machines
    21. 21. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013How did bands measuresuccess?What are the contributingfactors to a successfulcampaign?
    22. 22. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“Reaching the target andengaging the Fanbase” Research Interview
    23. 23. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Engage whole fanbase in oneplace at one timePromotion within the actionsof the campaign by the artist& the fans
    24. 24. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“It opened up our eyes towhat we could do video wiseto lure the suckers in”“It certainly prompted us towork the marketing andsocial interactions in a morecreative way”Research Interviews
    25. 25. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Most said simple items likeCDs, Vinyl & T-shirts were themost popular and financiallysignificant pledges
    26. 26. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Two artists identified lowproduction cost items, retailing£20-£30 that were highlyeffectiveOld stock + new albumGig passes + new album
    27. 27. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013One artist attributed 35% of histotal to just 4% of his pledgersMost of this was for „honorary‟items
    28. 28. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“the success or failure of aproject is ….. down to whetherthey‟re lucky enough to have asmall core of very devoted andrelatively wealthy fans, and/orsome rewards of high value tooffer those fans”Chris TT, Louder Than War, October 2012
    29. 29. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013What effect does a successfulcampaign have on an artists‟future?
    30. 30. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Solidifying an artists‟ fanbaseMost bands wouldn‟t considerdoing another PledgeMusic orfan-funding campaign –favoring a direct preorder
    31. 31. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013In real terms – it providedstock & a product to sell,promote & tour
    32. 32. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“We wanted an album that wecould record and be able to sellat gigs, via websites etc… withno financial risk. We have all ofthis now and we are always inprofit sales wise as the wholeproject has been paid for.”Research Interview
    33. 33. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013…and Leeds?
    34. 34. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“We had a lot of pledges fromplaces we‟d never even beento, which was a cool surprise”Research Interview
    35. 35. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Conclusions
    36. 36. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 201315% - The value of PledgeMusic
    37. 37. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“Pledge is a way of outsourcingsome bits of releaseorganisation, and marketingmerch, like a label might, butwhile retaining control. If Icould sign a 15% deal, for onealbum, with 100% of rights,maybe I would!” Research Interview
    38. 38. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013The real value of a fan-fundingcampaign“It certainly prompted us towork the marketing andsocial interactions in a morecreative way” Research Interview
    39. 39. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013“Pleasing a True Fan ispleasurable, and invigorating.”(Kelly, 2008)
    40. 40. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Further ResearchOutside of LeedsOutside of PledgeMusic
    41. 41. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013Thank YouQuestions?
    42. 42. Samuel Nicholls | Leeds Metropolitan Universitys.nicholls@leedsmet.ac.uk | bit.ly/samuelnicholls | @snchllsSevern Pop Network: The Small Economies of the ‘New’ Music IndustryUniversity Of Bristol – Monday 25th March 2013ReferencesAnderton, C, Dubber, A, & James, M (2012) Understanding The Music Industries, SAGE: Los Angeles, CaliforniaChurch, T (2012) Crowdfunding’s Logic Berklee College Of Music Music Business Journal [Online] 8 (1) October, pp.8-9. Available from<http://www.thembj.org/> [Accessed 22 March 2013]Drumgoole, K (2012) PledgeMusic: Hands-on, Direct-to-Fan Music Funding [Online] Availablefrom<http://www.sosoactive.com/pledgemusic-direct-to-fan/>[Accessed 22 March 2013]Kelly, K (2008) 1,000 True Fans [Online] Available from:<http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php> [Accessed 22 March 2013]PledgeMusic (2013) Pledge Music About [Online] Available from: <http://www.pledgemusic.com/site/about>[Accessed 22 March 2013]Thorley, M (2012) An Audience In The Studio – The Effect Of The Artistshare Fan-Funding Platform On Creation,Performance, Recording And Production Journal on the Art Of Record Production (7) NovemberThorpe-Tracey, C (2012) The Case Against Crowd-Funding Platforms [Online[ Availablefrom<http://louderthanwar.com/the-case-crowd-funding-platforms/> [Accessed 22 March 2013]All images © the respective artist

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