READ: US News, Crowdfunding Zach Braff Doesn’t Need Your Money

READ: US News, Crowdfunding Zach Braff Doesn’t Need Your Money

Yes, Zach Braff doesn’t need your money. He presumably has more than any one of the 46,520 backers who pledged a total of $3,105,473. However, I wish I Was Here does need publicity which Kickstarter garners by virtue of the nature of crowdfunding.

I get the criticism. In Braff’s defense, as of late, musicians and artists across the board have been looking for new ways to market their products and develop “brand” loyalty amongst their consumers and increase sales. This has been especially hard for the film and music industry as they have lost millions and millions of dollars to piracy over the internet. Artists and musicians have resorted to aggressive marketing techniques to beat industry woes.

Nothing online is exclusive. Still, some brands posture as such and build invite-only communities by mandating online registration for blog access. As is the case most recently with The Beyhive Blog.

Physical albums are better as collector’s items. Kanye West recently collaborated with Nike to release 1000 pairs of the Air Yeezy 2 Red sneakers slated to launch this year. Reportedly, buyers will need a ticket to purchase the sneakers. These tickets will be distributed in 1000 physical “Yeezus” albums to be released this June.

It’s hard to produce an album your record label doesn’t support. In 2011, Rachael Yamagata used Pledge Music to crowdsource the production costs for her album “Chesapeake” when RCA wouldn’t support her. She met 188% of her goal with the help of 1576 pledges.

Sure, the independent funding of an album or a film bestows the creator with more creative freedom. Zach Braff wants this to film to be true. But what is rather obvious is that when fans feel as if they are a member of an exclusive community – via email confirmations bestowing blog access, red tickets, or reward for participation – and have invested their own money in order to see a creative project through to completion, they are more likely to follow up on the development of that project and invest in its finished product. Pledgers are fans.

In other words, Kickstarter is really good at doing what it is supposed to do; Zach Braff gets that. It’s not just about your money.


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This entry was posted on May 31, 2013 by and tagged , , , , , .
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