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From the Editor: Your Media, Your Message


THIS MONTH, we look at innovative ways to crowdfund your project (“Crowdfunding Your Next Record,”). Through sites like Kickstarter and Indiegogo, anyone with a spark of an idea can take a shot at fundraising their dream, asking supporters to finance anything from recording an album to shooting a music video to building a one-of-a-kind modular synth. Some entrepreneurs suggest that crowdfunding has the potential to replace traditional music business models; I think it’s too soon for that. But one thing is true: If you do launch a campaign, cultivating ongoing fan engagement is key to your success. (This is especially crucial if you launch an all-in campaign in which full fan participation can make or break your project.)

Your messaging campaign needs a narrative arc, and you must engage your audience from point zero. Make them feel like they are a part of your message, your mission. Borrow “best practices” from big corporations: Set measurable goals. Create a “publishing matrix” incorporating your website, Facebook page, Twitter posts, blog, and newsletter schedule. Assign treatment of project news and events to each of these channels, and stick to your plan. The key here is mindfulness—be strategic, think the story through. Your message doesn’t begin and end with your press release or your latest tweet. Has crowdfunding paid off for you? Let us know.


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