Classical:NEXT - Crowdfunding, with Steven Walter and Robert Douglass

1,563 views

Published on

Robert Douglass explains how the Open Goldberg Variations project successfully raised $24,000 using Kickstarter, produced and released a new public domain score and recording of Bach's iconic work, and spread the message to thousands of people across the world. This presentation was delivered as part of a seminar on Crowdfunding at the Classical:NEXT music conference in Munich, Germany, on May 31, 2012.

Published in: Entertainment & Humor
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,563
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Hello, my name is Robert Douglass, and I am a classically trained horn player, having studied at the University of Michigan and Indiana University. These days I have the distinct pleasure of traveling around the world speaking to audiences about the value of Free Software and online communities.\n
  • I’m here today as the Director of the Open Goldberg Variations project. We raised money for our project using the crowdfunding platform Kickstarter.com. Our fundraising goal was $15,000, but enthusiasm for our project helped us beat that goal, and we eventually raised nearly $24,000.\n
  • I’m here today as the Director of the Open Goldberg Variations project. We raised money for our project using the crowdfunding platform Kickstarter.com. Our fundraising goal was $15,000, but enthusiasm for our project helped us beat that goal, and we eventually raised nearly $24,000.\n
  • The Open Goldberg Variations team includes pianist Kimiko Ishizaka; MuseScore.com, the team that provides us with MuseScore, the open source notation program; and IMSLP.org, the online repository of public domain scores and recordings. We launched our fundraising campaign on Kickstarter, and in the process had the great fortune of becoming sponsored by Bösendorfer, who sent us a 290 Imperial to record with. Kickstarter also led us to Anne-Marie Sylvestre, the phenomenal record producer who produced and edited the recording. The Goldberg Variations were then recorded in world-famous Teldex Studio, Berlin, one of the most notable recording studios around.\n
  • The Open Goldberg Variations team includes pianist Kimiko Ishizaka; MuseScore.com, the team that provides us with MuseScore, the open source notation program; and IMSLP.org, the online repository of public domain scores and recordings. We launched our fundraising campaign on Kickstarter, and in the process had the great fortune of becoming sponsored by Bösendorfer, who sent us a 290 Imperial to record with. Kickstarter also led us to Anne-Marie Sylvestre, the phenomenal record producer who produced and edited the recording. The Goldberg Variations were then recorded in world-famous Teldex Studio, Berlin, one of the most notable recording studios around.\n
  • The Open Goldberg Variations team includes pianist Kimiko Ishizaka; MuseScore.com, the team that provides us with MuseScore, the open source notation program; and IMSLP.org, the online repository of public domain scores and recordings. We launched our fundraising campaign on Kickstarter, and in the process had the great fortune of becoming sponsored by Bösendorfer, who sent us a 290 Imperial to record with. Kickstarter also led us to Anne-Marie Sylvestre, the phenomenal record producer who produced and edited the recording. The Goldberg Variations were then recorded in world-famous Teldex Studio, Berlin, one of the most notable recording studios around.\n
  • The Open Goldberg Variations team includes pianist Kimiko Ishizaka; MuseScore.com, the team that provides us with MuseScore, the open source notation program; and IMSLP.org, the online repository of public domain scores and recordings. We launched our fundraising campaign on Kickstarter, and in the process had the great fortune of becoming sponsored by Bösendorfer, who sent us a 290 Imperial to record with. Kickstarter also led us to Anne-Marie Sylvestre, the phenomenal record producer who produced and edited the recording. The Goldberg Variations were then recorded in world-famous Teldex Studio, Berlin, one of the most notable recording studios around.\n
  • The Open Goldberg Variations team includes pianist Kimiko Ishizaka; MuseScore.com, the team that provides us with MuseScore, the open source notation program; and IMSLP.org, the online repository of public domain scores and recordings. We launched our fundraising campaign on Kickstarter, and in the process had the great fortune of becoming sponsored by Bösendorfer, who sent us a 290 Imperial to record with. Kickstarter also led us to Anne-Marie Sylvestre, the phenomenal record producer who produced and edited the recording. The Goldberg Variations were then recorded in world-famous Teldex Studio, Berlin, one of the most notable recording studios around.\n
  • The Open Goldberg Variations team includes pianist Kimiko Ishizaka; MuseScore.com, the team that provides us with MuseScore, the open source notation program; and IMSLP.org, the online repository of public domain scores and recordings. We launched our fundraising campaign on Kickstarter, and in the process had the great fortune of becoming sponsored by Bösendorfer, who sent us a 290 Imperial to record with. Kickstarter also led us to Anne-Marie Sylvestre, the phenomenal record producer who produced and edited the recording. The Goldberg Variations were then recorded in world-famous Teldex Studio, Berlin, one of the most notable recording studios around.\n
  • The Open Goldberg Variations team includes pianist Kimiko Ishizaka; MuseScore.com, the team that provides us with MuseScore, the open source notation program; and IMSLP.org, the online repository of public domain scores and recordings. We launched our fundraising campaign on Kickstarter, and in the process had the great fortune of becoming sponsored by Bösendorfer, who sent us a 290 Imperial to record with. Kickstarter also led us to Anne-Marie Sylvestre, the phenomenal record producer who produced and edited the recording. The Goldberg Variations were then recorded in world-famous Teldex Studio, Berlin, one of the most notable recording studios around.\n
  • As of May 28, 2012, the results of our hard work can be found online at http://www.opengoldbergvariations.org. There you can listen to the recording, download the CD-quality files, and get a link to MuseScore.com where the score lives.\n
  • Kickstarter is a fantastic tool. You start by defining the project that you’d like to accomplish, and how much money you think you’ll need to finish it. You define different pledge levels, and the backer rewards that come with them. For example, we had a pledge level $25 where the backer will get a CD. We also had a pledge level for $300 that promised, among other things, that the backer would be able to “dedicate a variation”. Once the pledge levels are defined you then have a fixed amount of time to meet your goal. If you meet or surpass your fundraising goal everybody’s credit card is charged and you get your money. If you miss your goal, nothing happens; credit cards are not charged and you get no money.\n
  • How much money do you think Kickstarter has raised for Music since it was founded in 2008? Would you believe it has has raised $100,000?\n
  • Would you believe it has raised $1,000,000 for music?\n
  • How about $10,000,000? Would you believe that?\n
  • Now I’m really testing your beliefs. Would you believe it raised $100,000,000 in under 4 years?\n
  • Kickstarter raised $104 billion! Oh, wrong company. If you believe that, I have some real estate in Florida you might be interested in.\n
  • As of May 31, 2012, I calculated that Kickstarter has raised $36 million, 75 thousand, 878 dollars, and 78 cents. For music. That’s 6,984 successful projects that averaged $5,165 each. That’s a lot of arts funding.\n
  • As of May 31, 2012, I calculated that Kickstarter has raised $36 million, 75 thousand, 878 dollars, and 78 cents. For music. That’s 6,984 successful projects that averaged $5,165 each. That’s a lot of arts funding.\n
  • As of May 31, 2012, I calculated that Kickstarter has raised $36 million, 75 thousand, 878 dollars, and 78 cents. For music. That’s 6,984 successful projects that averaged $5,165 each. That’s a lot of arts funding.\n
  • As of May 31, 2012, I calculated that Kickstarter has raised $36 million, 75 thousand, 878 dollars, and 78 cents. For music. That’s 6,984 successful projects that averaged $5,165 each. That’s a lot of arts funding.\n
  • How does that break down into genres? Kickstarter names 10 categories: Indie Rock, Rock, Country, Pop, Jazz, Classical, World, Hip Hop, and Electronic.\n
  • Classical music has raised over $1.5 million dollars, while Indie Rock and Rock earned over $6 million and $5 million respectively.\n
  • What kinds of classical projects get funded? This one was an original inspiration for the Open Goldberg Variations. They hired the Czech Philharmonic to record Beethoven symphonies and release them to the public domain. $68,359 raised.\n
  • This one is a crossover project by a rock singer who is writing a ballet. $37,000 raised.\n
  • A one-act comedy-thriller opera to be performed in train stations raised $16,000.\n
  • Big names, such as the Kronos Quartet, have used the platform to raise money for programs to nurture the next generation of composers and performers.\n
  • A one-act opera the whole family will enjoy? Are they serious? People don’t enjoy opera. WE (the classical music industry) of all people know that ;-) Well, it is tonal and upbeat. Maybe that helps. $12,000 raised.\n
  • Here’s another project that focused on the Goldberg Variations. Lara Downes made a CD that features parts of Bach’s work alongside works by contemporary composers that were inspired by Bach.\n
  • It’s not enough, though, to put a project on Kickstarter, mention the Goldberg Variations, and wait for people to come to you. This is a great project that missed its funding goal, ending just one week ago, empty handed. Why did this happen? Probably because too much faith was put into “The Crowd”.\n
  • This is a crowd. It’s a bunch of people walking past each other on the street, each lost in their own interests, needs, and desires, barely aware of each other. They just happen to all be in the same place at the same time. These are not the people who are going to fund your music project.\n
  • This, on the other hand, is a community, a team. These are like-minded people who have come together around a common goal, an idea, a dream, and will work together to make magic. If you want your Kickstarter project to succeed, you need to build a community. To build a community, you need to start by telling a good story.\n
  • Once you have your story, use the great tools we have available. Start with Facebook. There’s never been a better tool for reaching out and involving the people closest to you, and enabling them to tell your story to their friends.\n
  • Twitter is another great tool. You get the most honest and immediate feedback from Twitter, so let it guide you and validate everything you do.\n
  • Twitter is another great tool. You get the most honest and immediate feedback from Twitter, so let it guide you and validate everything you do.\n
  • Twitter is another great tool. You get the most honest and immediate feedback from Twitter, so let it guide you and validate everything you do.\n
  • MuseScore.com exists to make communities and teams based on sheet music. This is a screenshot of one of the public reviews that were done for the Goldberg Variations score. You can see that the reviewers are able to comment directly on the sheet music, making each note and measure its own discussion forum. This is how sheet music is becoming social on the internet.\n
  • We also cultivated a sense of ownership and involvement in the project among our backers by letting top donors dedicate variations. The dedications make the work personal, and very touching.\n
  • We also cultivated a sense of ownership and involvement in the project among our backers by letting top donors dedicate variations. The dedications make the work personal, and very touching.\n
  • The Open Goldberg Variations succeeded at fundraising, and we succeeded at creating a most beautiful recording by Kimiko Ishizaka, as well as a fantastic score by Werner Schweer. But we couldn’t have claimed ultimate success if nobody listened, or knew that we had done it. So we carefully measured our success in distribution as well. After just three days, we’ve had nearly 50,000 unique visitors and 100,000 page views.\n
  • From our website, www.opengoldbergvariations.org, the recording has been downloaded nearly 22,000 times.\n
  • From SoundCloud.com, the recording has been listened to over 185,000 times, and downloaded another 29,000 times.\n
  • Other sites have begun offering the Open Goldberg Variations. From the Free Music Archive come another 5,000 listens and 800 downloads.\n
  • In total, our project has been downloaded 56,000 times, and had 200,000 listens in just the first three days.\n
  • An even stronger sign of our success is the fact that within one day, a very active Wikipedia editor and moderator added Kimiko Ishizaka’s recording tracks to the article on the Goldberg Variations. This is such a high compliment to the quality of the recording and the strength of the idea behind “Open Source Bach” that this alone would prompt me to say “Mission Accomplished”.\n
  • An even stronger sign of our success is the fact that within one day, a very active Wikipedia editor and moderator added Kimiko Ishizaka’s recording tracks to the article on the Goldberg Variations. This is such a high compliment to the quality of the recording and the strength of the idea behind “Open Source Bach” that this alone would prompt me to say “Mission Accomplished”.\n
  • An even stronger sign of our success is the fact that within one day, a very active Wikipedia editor and moderator added Kimiko Ishizaka’s recording tracks to the article on the Goldberg Variations. This is such a high compliment to the quality of the recording and the strength of the idea behind “Open Source Bach” that this alone would prompt me to say “Mission Accomplished”.\n
  • Thank you for attending. Steven Walter and I will now answer any questions that you may have.\n
  • Classical:NEXT - Crowdfunding, with Steven Walter and Robert Douglass

    1. 1. Robert Douglass, Hornist
    2. 2. Robert Douglass, HornistRobert Douglass, Open Source Software Specialist
    3. 3. Kimiko Ishizaka
    4. 4. MuseScore.comKimiko Ishizaka
    5. 5. MuseScore.comKimiko Ishizaka
    6. 6. MuseScore.comKimiko Ishizaka
    7. 7. MuseScore.com Kimiko IshizakaBösendorfer 290 Imperial
    8. 8. MuseScore.com Kimiko IshizakaBösendorfer 290 Imperial Anne-Marie Sylvestre
    9. 9. MuseScore.com Kimiko IshizakaBösendorfer 290 Imperial Anne-Marie Sylvestre Teldex Studio
    10. 10. www.opengoldbergvariations.org
    11. 11. How does Kickstarter work? Founded: 2008 Focus: American market
    12. 12. $100,000
    13. 13. $1,000,000
    14. 14. $10,000,000
    15. 15. $100,000,000
    16. 16. $104,000,000,000
    17. 17. $36,075,878.78
    18. 18. $36,075,878.786,984 Music projects $5,165 average
    19. 19. Indie Rock Country Pop Jazz Classical World Hip Hop Electro Other OtherElectro 35% 2% Hip Hop 2% World 4% Classical Indie 4% 17% Jazz 5% Pop 7% Rock Country 15% 11%
    20. 20. Classical Music Has Raised $1,535,251 Indie Rock Country Pop Jazz Classical World Hip HopElectronic 0 1750000 3500000 5250000 7000000
    21. 21. Kip Winger, lead singer of the rock bandWinger, is an accomplished, awardnominated ballet composer. For his nextsymphonic piece, Conversations WithNijinsky, he wants to record exclusivelywith students of Oberlin College. 
    22. 22. A one-act comedy-thriller for smallopera ensemble planning a tour ofunderused and under-appreciatedrailway buildings.
    23. 23. ... to support the creation of new workby young artists, and to help Kronoscultivate stronger connections anddevelop lasting artistic relationshipswith the next creative generation.
    24. 24. The score is tonal and upbeat and thewry and poignant lyrics add to itsappeal to audiences of all ages. Theinclusion of a narrator/juggler, dancing,and some fun antics make ESTHERespecially appealing to children.
    25. 25. C. Curtis-Smith, Jennifer Higdon,Mischa Zupko, Stanley Walden, BrightSheng, Derek Bermel, David Del Tredici,Fred Lerdahl, William Bolcom, LukasFoss, Ralf Gothóni, Fred Hersch
    26. 26. This is a Crowd
    27. 27. This is a Community
    28. 28. 56,000 Downloads 200,000 Listens first 3 days(that we know of)
    29. 29. http://en.wikipedia.org/wiki/ Goldberg_Variations
    30. 30. http://en.wikipedia.org/wiki/ Goldberg_Variations
    31. 31. http://en.wikipedia.org/wiki/Mission Accomplished! Goldberg_Variations
    32. 32. Questions?Steven Walter Robert Douglasspost@podiumfestival.de robert@opengoldbergvariations.orgtwitter: @podiumfestival twitter @robertDouglasswww.podiumfestival.de www.opengoldbergvariations.org Kimiko Ishizaka will play the Goldbergs, live tomorrow at 16:00 With score following by MuseScore and SampleSumo Classical:NEXT, Carl Orff Saal

    ×