Kick Ass on Kickstarter - SF Musictech 11-11-14
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Kick Ass on KickstarterThriving Under the New Patronage Model
> Bryan Kim @ Think Steady Inc.
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Bryan Kim, Founder of Think
Steady Inc.
Music Digital Strategist
Ustream, Tracksby, Y-combinator
Directed Top 25 Music campaign
Ran 4 campaigns for $200K+
Researched Top 100 Music
Campaigns
Who Am I To Tell You?
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What Is Crowdfunding?
Payment Transaction Format
Collectively Enable Something
Flash Element / Deadline
Direct From Creator
Internet Native
Social
Vertical Agnostic
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What Is The “Patronage”
Model?
Music Specific
Selling Patronage Products
Majority $$$ From Minority of “Whales”
Relationship Based / B2B
Relinquish Content Sales
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New Patronage
Model
Crowdfunding
Transaction Format
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Why Now?
Internet = Perpetual Copy Machine
"Moving Units" Era is Over
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RIAA U.S. Music Shipments
2004 - 2013
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
Subscription
MP3
Downloads
CD s
Year-End Retail Dollar Value (in millions)
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U.S. Physical CD Revenue
2004 - 2013
$11,461
$2,126
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
Year-End Retail Dollar Value (in millions)
CD s
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U.S. Digital Download Revenue
2004 - 2013
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
MP3
Downloads
Year-End Retail Dollar Value (in millions)
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U.S. Subscription Revenue
2004 - 2013
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
Year End Retail Dollar Value (in millions)
Subscription
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Transition / Research
So Now
What?
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Top Backer Contributions
% of Backers % of Revenues
Top 5 0.30% 22.1%
Top 10 0.60% 28.7%
Top 25 1.5% 37.1%
Top 5% 5% 43.4%
Top 10% 10% 52.9%
Top 20% 20% 65.5%
* Average 1,645 backers per top 100 campaign
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True Back Contributions (cont.)
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
Top 5 Fans
Top 10 Fans
Top 25 Fans
Top 5% Fans
Top 10% Fans
Top 20% Fans
Backer / Revenue Distribution
% of Backers
% of Revenues
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Going Beyond CDs and T-Shirts
Project
Content
19%
Merch
18%
Other
63%
Product Category by Revenue
Relationship
36%
Premium
Content
25%
Collectible
15%
Ticket
10%
Production
8%
Kudos
6%
“Other” Patronage Products
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Product Category $/Backer
Product Category Avg. $ Per Customer
Project Content $20
Premium Content $52
Average $57
Merch $63
Kudos $73
Ticket $158
Collectible $222
Relationship $421
Production $638
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Relationship Rewards
In Person -- $714 per backer
On Stage -- $326
Online / Phone -- $104
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Relationship Reward Examples
Phone or Skype
Invite to Backer Album Premiere Party
Lunch / Dinner / Coffee / Drinks
Studio Hangout
Nightlife / Party
Concert @ Fan’s Home
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Premium Content Rewards
Rare -- $117 per backer
Vinyl -- $57
Entire -- $51
Bonus -- $36
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Premium Content Reward
Examples
Vinyl
Entire Discographies on custom USB
Unreleased Recordings / B-sides
Out-of-Print Pressings
Rare Old Pressings
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Collectible Reward
Memorabilia -- $482 per backer
Hand Crafted -- $177
Curated -- $176
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Collectible Reward Examples
Handwritten Personalized Lyrics
Instruments /Gear Used on Album
Apparel / Props in Music Video
Curated Care Package
Test Press Vinyl
Original Album Artwork
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Ticket Reward
Extended -- $780
VIP / Meet n’ Greet -- $164
General / Regular - $108
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Ticket Reward Examples
Lifetime Backstage Passes
Extended “Roadie” Access
Meet and Greets
Festival VIP Access
Guestlist Passes
Discounted Tickets
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Production Reward
Artist-2-Artist – $930 per backer
Executive – $719
Inclusion -- $516
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Production Reward Examples
Sing/Play on Record or Stage
Personal Fan Theme Song
Commission Song / Cover Song Request
Cameo in Music Video
Open for Artist
Record Track Together
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Kudos Reward
Content -- $76
Online -- $52
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Kudos Reward Examples
Name in Liner Notes
Executive / Associate Producer Credit
Shout Out on Social Media / Website
Name in Film / Video End Credits
Pic of Fan on Artist Profile Pics
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Patronage Products
Product Category Avg. $ Per Customer
Project Content $20
Premium Content $52
Average $57
Merch $63
Kudos $73
Ticket $158
Item $222
Relationship $421
Production $638
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“When copies are super
abundant, they become
worthless.
When copies are super
abundant,
stuff which can’t be
copied becomes scarce and valuable.”
Kevin Kelly’s “Better Than Free”
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The Presentation
Be Direct, Personal, Inclusive
Write in 1st Person Voice
Go Beyond the SKU
Video: Speak into Camera
Focus on Fan’s Interests (not yours)
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The Marketing
Hyper Target Dedicated Fans
Emails Emails Emails
Get Large Similar Artists to Support
Release (great) Free Music
Reel in Whales
B2B instead of B2C
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What NOT To Do
PR / Press
Mass Consumer Marketing
Spam
Set It and Forget It
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Think Like a Startup
All About Traffic / Conversions
Continuously Monitor Traffic
Last Day Should Be Best Day
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Post Campaign
Fulfill!
Involve Backers Through Launch Process
Build Relationships w/ Whales, Backers
Build Customer Base (not just followers)
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More Than Money
1st Week Soundscan
“Pre-Album” Cycle
Jumpstart Patron Relationships
Outperform Vague Expectations
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Movin’ On Up: MC Lars
2014 Album
1,017 Backers
$42,213
2012 Vinyl
459 Backers
$17,621
2011 Album
520 Backers
$23,282
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Fin, Follow
Company: ThinkSteady.com
Email: [email protected]
Writings: http://Bryank.im
Twitter: @Freshbreakfast