(Don’t) Kickstart My Art…

A Cautionary Crowdfunding Tale…What Not To Do.

The phenomenon of Kickstarter, GoFundMe, IndieGoGo and other crowdfunding ventures is proving a boon for many. The concept of cutting out the middleman and delivering valued products or services directly into the hands of those that want and believe in them is consumer Darwinism to its core. It is entrepreneurialism in its purest form. It should also be a savior for the arts, perhaps the form most in need of this unique style of financial Johnny Appleseed-ing, but everyone knows most artists aren’t business people. That means there’s a good shot many will fuck up their chance to connect directly with the very people who might want to buy their art and support them. At least, that was my experience on a project that was aimed directly at me and approximately 1000+ others like me. I have included their voices from the “Comments” section of the project, in bold italics, to help tell this story.

Without getting too specific, this campaign aimed to produce a book of photography documenting NYC’s Lower East Side’s punk rock scene in the Seventies, from a regular who was there. With a camera. Now there’s a notion many might not understand; in the “olden” days of the 1970s, you had to carry around a 35 mm CAMERA and FILM to document things like music, or a night out with your friends. This was a formative period of music for me, a musical roadmap leading me out of the mediocrity of the MOR Seventies. The Ramones, Television and the Patti Smith Group were my musical saviors and my “signposts to a new space,” to quote the Grateful Dead’s Jerry Garcia (ironically, another musical hero of mine). And that scene is/was incredibly important not only musically, but culturally, politically and artistically as well. And if you weren’t there — and the vast, vast majority of us were not — then you better be glad someone with a camera was. It’s hard to believe in today’s age of instant documentation that some of these revolutionary periods of music were under the radar but they were, and that put this book instantly on my “must-have’ list.

I’m certain almost everyone who has participated in crowdfunding has a similar tale of frustration, desperation and a nagging sense that you just threw your money away. And it’s a drag when that uplifting, giving and participatory experience becomes…well…a drag.

“I have backed numerous campaigns on Kickstarter and, as most of us know, we “take a chance” on our bids. However, that being said, I have NOT experienced this sort of complete disdain and disregard for backers EVER!!!”

If you’re planning to fund your project via crowdfunding, like all start-up business ventures, a “do your homework” approach should be a given. If you need upfront contractor services, such as graphic design, printing, or manufacturing, be sure to budget and, more importantly, block out that time on your delivery schedule. Know the process for how your final product gets made and how long it takes. If you’re going to print in China — because it’s infinitely cheaper — understand those finished books will be shipped by freight boat. Account for overages, in both time and money. Factor in your shipping costs and, more importantly, the necessary man-hours for packing and for post office runs. And here’s an obvious one; it’s called the worldwide web for a reason and your contributors will come from all over the world. Shipping your product overseas is much more expensive and takes longer, especially if there are customs, tariffs and/or insurance paperwork.

“Still no information on international shipping? Now, three months after the books arrived, it seems you still haven’t sorted out pricing and details? Come on!”

Keep in mind that the fact your campaign is moving forward at all is due to your supporters who reached into their wallets based on their belief in you and your project. Keep your mouth shut about how hard your project is and how it’s taking longer than you thought: nothing irritates your customers more than hearing that, after they’ve just handed you their hard-earned money. Everyone gets sick. Everyone’s spouse gets sick. Don’t blame it on the everyday problems of the city you live in. Shit happens, just move forward.

Those who made this happen need to be taken care of first. Period. Doing things such as publicity and guest appearances that include the selling and signing of your books to the public — before all of your backers have been satisfied — is not a great idea. Don’t risk appearing crass, greedy, unethical and uncaring about your supporters.

“It has been noted that in the month of his illness (the author) has been at parties promoting his book and giving away or selling autographed copies of his book.”

Not good.

Regular updates — with good news or bad — are essential. People are a lot more understanding if they are kept in the loop. And for God’s sake, never, EVER threaten to move your supporters to the bottom of the mailing pile for posting their frustration on your page. No one wins in pissing matches.

AUTHOR:
“One important note: I promise you that the nicer you are to me, the quicker you’ll get your book (Getting a case of social media neuroses won’t get you your book any faster).”

“At 20 months past your deadline, I don’t think you are in a position to threaten the temperament of your backers. I would appreciate you not including statements like the above in your updates. Keep your updates on point and relevant to the current situation.”

In the end, the artist did produce a beautiful, one-of-a-kind book that I’m proud to have in my collection, albeit over TWO YEARS late. It came at a relatively inconsequential cost to me, but almost certainly at a very high cost to the photographer. In the Kickstarter help section, they caution “Launching a Kickstarter campaign is a very public act, and creators put their reputations at risk when they do.” This artist raised in excess of a hundred thousand dollars OVER his goal of 30K. I’m going to guess there was probably some overages in production, and certainly, it seems, in mailing costs, but that successful showing should line the author’s pockets quite nicely. It will need to because, judging from comments by his backers, it will be this author’s first, last and only offering:

“…this is getting ridiculous… we believed in you, we backed you, and we have been patient with you… Where are the books?”

“Have we all been taken for fools by this guy? Is this a scam? How can it be allowed?”

It only grew louder:

“If my book really exists, tell me where I can come get it… or what you need to get it to me… just tell me something because you, remaining in hiding, is not an option I am going to allow…”

“Please God someone open a class-action suit on (this) moron.”

Until finally:

“I’d like you to refund my pledge ASAP.”

“I feel sure I will never receive my book…”

Artists who might look to their fans to support their art need to put on their business-person hat if they are lucky enough to get funded. What could provide a lifeline for artists could also be the anvil tossed to a drowning man. What could be a new long-term business venture with your supporters, could also be a career-ending door slamming shut in your face. Crowdfunding has opened up incredible opportunities, but ignoring “people skills” — presumably because you do not have to “see” your customers — is a tried-and-true method of turning them away. Artists need to approach this unique opportunity carefully and honestly, lest it slip away (along with their reputations) forever; the crowdfunding world is very unforgiving…

“Please post your desire to have Kickstarter ban (the author) from ever crowd-funding here again…”

While the portals of retail might be changing, many of the old rules of the neighborhood store still apply, perhaps doubly so when the consumer now has countless choices a click away, vying for their business. However, the golden rule — “the customer is always right” — still holds, and the danger in this new marketplace is that gossip and consumer complaints travel much faster and far wider that it did in the old neighborhood. There is simply no place to hide.

The author’s last update was December 2016. As of February 15th, 2017, backers were still posting their discouraging comments, awaiting the finished goods from a project they enthusiastically funded nearly three years ago…

“Nothing…”
“Still Nothing…Unbelievable.”
“Please…any answer?”

Postscipt: A February 18th update informs us the author apologizes that he had to take an additional month off, for “real life stuff.” He then likens himself to — and quotes — Dave of soul greats Sam and Dave to say about the books “hold on, they’re coming.”

Three years down the road, that’s simply not good enough…

SteveJ is the founder and editor of AllMusicBooks.com.
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