The document discusses strategies for raising funds for music festivals and events in India through crowdfunding. It outlines popular crowdfunding sources in India, target audiences, best practices for running successful crowdfunding campaigns through social media, lessons from popular Indian music festivals, and a proposed budget for different marketing channels to promote crowdfunding campaigns.

1. FUNDING STRATEGY
BHARATIYA SAMAGANA SABHA NOV 2017

2. INDUSTRY ANALYSIS:
INDIE MUSIC FINANCING

3. The indie music scene in the country
is seeing significant growth as
audiences finance their events and
projects.

4. OBJECTIVE
Raise funding by tapping external resources to cover at least 25% of event cost.

5. POPULAR CROWD FUNDING SOURCES IN INDIA FOR
MUSIC, ARTS & ENTERTAINMENT
The global crowdfunding industry generated about $34.4 billion in capital last
year. No reliable numbers are available for India though it is estimated it
accounts for a small fraction of this.
The platform
has so far
raised USD
5,990,400
through more
than 100,000
backers to
support over
10,000 projects.
Completed 325
projects raising
almost USD 1.3
million from
more than
11,000 backers
in around 60
countries.
NA Funded over 40
projects to raise
almost USD
150,000 from
over 2,000
contributors.

6. WHOM ARE WE TALKING TO?
PRIMARY AUDIENCE:
The person is predominantly male in the 25 to 44 age band, living in India, USA
or UK. In India, the person lives in tier 1 cities. The person is employed and
married. Persona is an employed professional in any of these verticals—
management, administrative, IT, sales and media.

7. MAKING CROWDFUNDING WORK
Social media is one of the biggest deciders when it comes to crowdfunding. It is
where word will primarily spread about your campaign or event.
a) BEFORE THE FUNDING STARTS:
– Get active on Twitter and get your followers to warm up to your hashtag. If you don’t have on account,
create one
– Short-list your social media (Facebook, Twitter & YouTube) influencers and ask them to spread the
work
– Shortlist the videos, artistes, and interviews that you’d like to promote
– Promote 1 iconic YouTube video (campaign pitch video)
– Start the social campaign at least 15 days before the funding starts
b) DURING THE FUNDING PHASE:
– Regularly post & interact with your community on social media
– Twitter is perhaps one of the best mediums to spread word about your campaign
– For people really close to you, make sure you draft out personal messages
– Promote 1 YouTube video (event video)
– Promote FB ads about the event
– Share interesting details about the crowdfunded project with your crowd. Tell them ‘what’s up’ —
perhaps share some part of an upcoming tune!

8. LESSONS FROM GROOVY MUSIC
FESTIVALS IN INDIA

9. LIST OF MUSIC FESTIVALS IN INDIA
1. Hornbill – Kohima
2. Ziro – Ziro Valley, Arunachal Pradesh
3. Sunburn – Vagator, Goa
4. Mahindra Blues – Mumbai
5. Storm – Bangalore
6. NH7 weekender – Pune, Bangalore, Kolkata
and Delhi
7. Storm – Bangalore
8. Escape – Naukuchiatal, Uttarakhand.
9. JODHPUR RIFF
10. Escape – Naukuchiatal, Uttarakhand
11. Fireflies – Bangalore
12. Sula Fest – Nasik, Maharashtra
13. Rang – New Delhi
14. Kasauli Rhythm and Blues fest – Kasauli,
Himachal Pradesh
15. Purvankara – Bangalore
16. Shiva Squad Festival – Morpheus Valley
Resort, Manali
17. GoMAD fest – Fernhills Palace, Ooty
18. Holi Cow – New Delhi
19. Woods Talk – Rishikesh, Uttarakhand
20. Mood Indigo – Mumbai
21. Summer Storm – Bangalore
22. Gulmarg Winter fest – Gulmarg, Kashmir
23. Enchanted Valley – Aamby Valley,
Maharashtra
24. India Bike week – Vagator, Goa
25. The Great Indian October Fest – Bangalore

10. WHAT MAKES THESE FETES CLICK?
• Most of these festivals are fan curated ones
• Rather than automated emails, the organizers are relying on
personalized marketing & customer service: the VIP experience is for all,
not just for a few bigwigs
• Most of these festivals are patronized by the activist crowd
• Online ticketing rules
• Social media (Esp. Facebook & Instagram) helps in spreading
awareness and in ticket sales
– 65% attendees record live performances
– 56% upload pix of the events
– 31% write reviews
• Brands play a subtle role by signing up with the artistes

11. GROOVY MUSIC FETES: TACTICS
• Live video streaming of events helped bring in more physical attendees
to the venue
• Successful event managers took to email marketing based on purchasing
history
• Event managers also relied on partners for pushing up ticket sales
• 45% of attendees came from watching an online ad; 54% came via radio
or TV ads
• Event managers did not localize their event when it came to marketing

12. CHANNEL BUDGETING
Tasks/Channels Budget weightage Objective
Native ads
--Content marketing 20% Views
Social
--Facebook ad 10% Reach (CPM)
--Facebook post promotion 10% Engagement rate
--YouTube promotion 20% Views
--Twitter promotion 0% Reach
--Influencer marketing 10% Engagement rate
Lead generation
--Email marketing 10% Open rate
--Search ads 0% Click rate (CTR)
--Display ads 20% Click rate (CTR)

13. The End.