Contemporary Classical

Bang on a Can, CDs, Chamber Music, Concerts, Contemporary Classical, Downtown, File Under?, New York

The Apple doesn’t fall far from the Timber

Tonight at 7 PM at the Apple Store on Manhattan’s Upper West Side,  Mantra Percussion performs Michael Gordon’s Timber, a work for six percussionists playing 2″x4″s. The event celebrates Cantaloupe’s release of a CD of Slagwerk den Haag’s performance of Timber (which I reviewed yesterday on File Under ?).

Don’t you love the one pound wooden box they’ve packaged the CD in? Don’t you love saying Slagwerk den Haag three times fast?

Below is a video with more information about the piece, including interviews with performers and the composer. If you’re in NYC and want to beat the heat, check out an iPad, and hear six percussionists knock wood, amble on over to Apple tonight.

[youtube]http://www.youtube.com/watch?v=U2cubmnH6MQ[/youtube]

Contemporary Classical

A List of 100 Mostly Nonpop Composers/Musicians on Google+

Unless you’ve been hiding out in Nadia Sirota’s basement for the past couple of weeks you know that those nice “don’t be evil”  folks at Google have launched a new social networking platform called Google+ that blows both Facebook and Twitter out of the water with one swell foop, IMHO. (Hey, Mark Zuckerberg’s sister just bailed out of F-book today so you know the panic has set in.)

Being the world’s oldest early adopter, I have been nose down in Google+ since day one and have used it more in two weeks than I’ve used Facebook in three years. Here’s why. You can organize your contacts in G+ in Circles so that you can slice and dice the incoming flow anyway you like. You can, for example, create a Circle called “Family” and put all the relatives you don’t really want to hear from but don’t want to offend into it, and never look at it again…ever. You can have an “Inner Circle” with just your real friends. You can have one for “People I Hope to Get Money From.” The point is that people know you are following them but they don’t know the Circle they are in and, thus, where they rank in your social hierarchy. There are many other great features, but the opportunity to avoid learning that a third cousin, twice removed, has bought a tractor in Farmville is what I love most.

But, as usual, I digress. I have a Circle called “Musicians” and from it I put together a list of 100 Mostly Nonpop Composers/Musicians on Google+ and posted it as an editable Google Doc so other composer/musicians/music types could add their names. Dennis Tobenski was kind enough to turn my doc into a sortable spreadsheet.   You can find that amazing spreadsheet here.

If you need an invitation to Google+, send me an e-mail:  sequenza21@gmail.com

Chamber Music, Contemporary Classical, ETHEL, jazz, San Francisco, Saxophone

In Convergence Liberation: A Performer’s Perspective

“The composer’s job is to create a context for music-making to reflect the emerging consciousness.”  Hafez Modirzadeh

ETHEL performs music of Hafez Modirzadeh
By Cornelius Dufallo
Also published on Urban Modes

Hafez.jpgHafez Modirzadeh, a visionary saxophonist, theorist and composer, has been developing his own style of inter-cultural improvisation for three decades. His mentors and collaborators have included Ornette Coleman, some of the founding members of the Association for the Advancement of Creative Musicians, and the great Iranian violinist, Mahmoud Zoufonoun.  ETHEL first encountered Modirzadeh in 2007, and the two parties felt an immediate artistic sympathy.

Since that time, Modirzadeh has created a body of work for saxophone, flutes, karna, string quartet, trumpet, santur, tombak, daf, and voice. On July 23, 2011 nine musicians came together to perform this music at the Yerba Buena Center for the Arts in San Francisco, CA. The lineup included ETHEL, Mili Bermejo (Mexican Argentinian jazz vocalist), Amir ElSaffar (Iraqi – American trumpeter), Faraz Minooei (Iranian santur player), Amir Abbas Etemadzadeh (Iranian percussionist), and the composer himself on saxophone and Karna. The unforgettable event, which Modirzadeh entitled In Convergence Liberation, was met with enthusiasm from a large audience, and all nine artists spent the following two days together at Open Path Studios in San Jose, recording the music for a forthcoming CD.

Matching-SpiritModirzadeh’s work combines fascinating musical and philosophical concepts. “Composting” (a specific type of improvisational dialogue based on pre-existing written material), “matching-spirit” (a process of group improvisation using shared interval structures), “intoning” (a technique of improvising within a unison, playing with the higher partials of the overtone series), “tetramodes” (a carefully calibrated microtonal system based on a synthesis of ancient and modern approaches to intervallic relationships), and  “Makam X”  (an overarching and inter-cultural musical system of various partials of the harmonic series) were some of the techniques that the nine musicians shared and practiced together. Rhythmic meters of 17/4 (5+5+7) –inspired by Persian poetry — were the foundation for improvisations that defied cultural boundaries. Persian modal systems, Iraqi maqam, Andalusian musical traditions, aspects of Indonesian gamelan, and references to western classical composers from the past three centuries were all called upon in this collaboration.

Tetramode
In 2009 Modirzadeh described his musical aesthetic this way: “It begins with a few ideas sounded together, each one in an incomplete fashion, as if light were peering through traditions’ tattered curtains.”  More recently he has started to speak of a “Convergence Liberation Principle,” which is directly inspired by the gathering at Tahrir Square, which he considers “the most concrete and brilliant example”  of Convergence Liberation. Musically speaking, the concept is connected to a dual approach of honing individual style, while also transcending all cultural distinctions. The strategies that we used to translate these concepts into sound were mostly intuitive. We each drew from our own years of discipline in our respective traditions, but we also abandoned that discipline to make ourselves totally vulnerable. The process was mysterious, but we could all clearly feel a deep connection to our nature as social animals. For a few days we rejected the concepts of right and wrong; instead, we created a group dynamic based entirely on trust.
Members of the Convergence Liberation Band
(From left: Cornelius Dufallo, Amir Abbas Etemadzadeh, Mary Rowell, Dorothy Lawson, Ralph Farris,  Amir ElSaffar, Hafez Modirzadeh)
Contemporary Classical, Festivals, Music Events

Field Report #1 from the Aspen Music Festival: Ligeti and Eötvös, among others

“Magical” is a pretty cheesy way to describe anything, particularly one’s time at a music festival. Yet, something – at least – special happened during yesterday’s Aspen Festival Orchestra performance of Samuel Barber’s Violin Concerto and Gustav Mahler’s Symphony no. 5. Gentle rolls of thunder began to accompany violinist Robert McDuffie’s dramatic journey through the first two movements of the Barber, growing louder as the orchestra approached the thrilling conclusion of the work. It seemed as if the weather was a presage to the ominous clamor of the Mahler, and more amazing was its harmonious transition from thunder clouds to a soothing light rain right as Festival Music Director Robert Spano reached the downbeat of the symphony’s yearning Adagietto movement.

I’ve seen many such examples of concert music and nature coming together in my first week as a student at the Aspen Music Festival. It is an honor for me to be among the accomplished, ambitious and talented musicians – professionals and students – who, every year, congregate in this mountain town to showcase and expand their abilities in music performance, conducting and composition. Though I won’t bore you all with grandiloquent, Thoreau-esque meditations on the “vibratory hum” uniting music and nature, I am excited to report on the many wonderful performances of contemporary music I will attend over the next four weeks.

The first event I went to was a recital by the superb pianist Jeremy Denk, which featured an unusual pairing of Ligeti’s Etudes for Piano and Bach’s Goldberg Variations, in that order. Almost all the other student composers here came to the concert, and we wondered if these two heavy, complex and extremely contrasting works could complement each other. Mr. Denk’s reasoning behind the program was clear enough: he said he wanted to feature what he thought were the earliest and latest “titanic” masterpieces for solo piano. Yet, we were still a little intimidated by what lay before us. To his credit, Mr. Denk’s charisma was infectious and he did a wonderful job warming up the audience to the material he was about to present.

(more…)

Concert review, Concerts, Contemporary Classical, Electro-Acoustic, Experimental Music, Festivals, Improv, San Francisco

10th Annual Bay Area Outsound New Music Summit

[youtube]http://www.youtube.com/watch?v=kUO0_8D1yg0[/youtube]

San Francisco Community Music Center, July 20 – 23, 2011 

The first sound of the festival’s Wednesday night show was, perhaps appropriately, nothing. Theresa Wong started offstage, down front, with just a microphone. She circled it in front of her face, no sound coming out of her pursed lips. Fluid looping gestures, but no vocal to be heard for perhaps two minutes. Then, a “Woo.” Silence, the mic passing back and forth. “Hoo,” silence, then another and another. Hoots and cuckoos, then a low-flutter “Wo – wo – wo – wo” for thirty seconds, then putting the mic to ear and droning (can throat sounds pass out the ear canal?), long high tones splintering off whistling multiphonics, static noise, razzes, gulps, and hums, more microphone manipulation for Doppler effects, then an episode of something close to song-singing, ending on a slow tremolo submerging into underwater warbles.

Theresa Wong stands at a deeply resonating node where a number of Bay Area new music waves converge, and is thus an emblematic artist for the Outsound Summit.  Wednesday night’s all-vocal concert was titled “Face Music,” and the audience was faced with four singular solo approaches to the first instrument. Wong’s approach comes from a deep human connection to music and a direct, unaffected performance mode. When she took up her ‘cello for the second piece, even the most “abstract” sound worlds somehow evoked song-based territories. The instrument itself, when bowed, seemed to sound directly as her voice.

Aurora Josephson went even deeper during a short, ritualistic reading of John Cage’s Experiences No. 2. All in black, kneeling among candles on the floor in front of the stage, she conjured a dark and mournful atmosphere. She allowed herself long pauses between phrases, giving the listener time to savor her exquisitely precise enunciation and powerful delivery which, unamplified, rocked the room.

Joseph Rosenzweig, whose set closed the first half, delivered a choppy, harsh live sample-driven piece, a Hiss Concerto as it were, all glitchy and jarringly loud much of the time, causing the audience to jump in their seats when he’d suddenly pop a scream. His digital manipulations would seek out the hidden harmonic artifacts within his scratchy drones and, at one point, he pulled out the always useful “reverse glottal fry.”

Raising “Face Music” to its multimedia apex for the evening, bran(…)pos, aka Jake Rodriguez, erected a makeshift projection screen out of an umbrella and some diaphanous cloth, and placed it between his rig and the audience, Wizard of Oz-like.  All paid attention to this Man Behind The Curtain, for his face filled the screen while wet vocal pops and kisses danced around the room from loudspeaker to loudspeaker. Cheap electronics are one of his main soundwells, and, even though the materials and visuals suggest mass violence, escalation, and propaganda, it’s all somehow delivered in a cheerfully demented style that comes off as no more threatening than a swarm of angry pixies. Eventually, after a well-crafted arc of electronic disaster movie re-enactments, bran(…)pos’s face melted from the screen (replaced by a butterfly), and Jake stepped out from behind to take his bows.

On Friday night, local composer/performer Polly Moller curated “The Art of Composition,” featuring works by Krystina Bobrowski, Andrew Raffo Dewar, Kanoko Nishi, and Gino Robair. Showcasing the huge range and robustly idiosyncratic heuristics of the Bay Area new music scene is not an easy job, but Moller’s selection cut a deep slice, if not the widest possible range (although the latter could fairly be claimed for the festival as a whole).

Mr. Robair demonstrated his centrality to many of the sub-scenes that populate the worldwide out-sound landscape, being on stage for three of the four groups and performing diverse roles with nonchalant virtuosity throughout. First, he assisted composer and instrument inventor Krystina Bobrowski in “Lift, Loft and Lull,” which employed amplified balloons as resonators for thick steel plates and long tubular bells. The first part was a slow underwater procession, with the composer blowing a mournful kelp horn while Robair did the balloonatics; the second part, with the pair playing the long tubes, gradually expanded its phrasing and language into a kaleidoscope of bongs, scrapes, rubs and singing gong-like tones. The second piece had Bobrowski moving to the Gliss Glass and Robair applying his wet fingers to a set of wine glasses.

The Gliss Glass is Bobrowski’s most complex and compelling instrument: three open-topped vessels partly filled with water, suspended on height-adjustable tripods and connected with valved tubing. Using the principle of water seeking its own level, the glasses can be struck or finger-bowed then moved up or down, causing the tones to change as the water travels among the different vessels. The resulting sounds are guaranteed to haunt the ears for days afterward, and the set provided a bang-up opening to the night.

Andrew Raffo Dewar, formerly a Bay Area stalwart (now based at the University of Alabama), is a saxophonist and composer whose Interactions Quartet has performed in San Francisco before. Robair, again on percussion, was joined by Dewar on soprano saxophone, Kyle Bruckmann on oboe and English horn, and John Shiurba on nylon-string guitar. Typically for Dewar, every new composition for the group is miles away from its predecessors in sound and form. “Strata” sounded as if impressions of Dewar’s recent jaunt to far-off Ghana had rubbed off, the slow opening moments hovering between pointillism and hocketing, all in simple pentatonic harmonies. As it gathered speed, dissonance and density — settling into a sort of pulse for the middle section (Robair and Shiurba stomping feet, ankles wrapped in bell shakers), then moving beyond a simple pulse into polymetric, panchromatic complexity — the piece stayed suspended, timeless, as if one were swimming in adjacent dimensions of streaming gossamers.

[youtube]http://www.youtube.com/watch?v=pPl4bSnRTjo[/youtube]

Gino Robair led his own Ensemble Aguascalientes to finish the Friday concert through a suite “based on the politically charged engravings of … Jose Guadalupe Posada.” As with many of his compositions, Robair’s conducting [see the video above, from Robair’s I, Norton workshop and concert footage @ the CAID (Detroit) and The Heaven Gallery (Chicago)] using hand cues and relying on the players’ spontaneous responses to the cues and the score, ensures that no two performances sound as kin. Shiurba was back on guitar, along with Scott Walton on bass, Joel Davel and Jim Kassis percussion, and Ms. Moller on bass flute, flute headjoint, and two sizes of ocarina. The choice of ocarina is a pivotal one in realizing Robair’s conception. “I definitely want to get away from standard tuning in this piece,” he says. “It’s all a bit unstable, pitch-wise. Which I happen to like.” The ocarina’s fragile tone and nomadic pitch —negatives in the European tradition — might be said to represent a “village” or even “revolutionary” approach (in the anti-imperialist sense), to music-making. If improvisation posits a direct-democracy alternative to the imperial composer/conductor/ensemble hierarchy, then the ocarina fires a sonic shot across the equal-temperament bow. Forgive the tortured analogies — such are the deep thoughts that Outsound concerts regularly evoke. (Besides, it’s Bulwer Lytton season.)

Kanonko Nishi’s piece (some explanation of her aims and methods may be found here), a graphic score realized by bassist Tony Dryer and guitarist IOIOI, seemed to be all about punishment of the ears, aided and abetted by a sound engineer who blasted the audience not once but four times with feedback before the thing even got started, then pegged the levels of Dryer’s droning bass-feedback section at stadium-rock levels — maybe fifteen minutes’ worth, although it went by like hours. IOIOI followed Dryer, dropping stuff on her electric guitar and banging on it occasionally, which was a little softer but more piercing and unpredictable. At least their racket drowned out the party carrying on next door. Somebody must’ve liked it — from my bunker I heard applause after it was over.

Saturday night of the Outsound Summit was dedicated to instrument makers. Co-curated by Outsound founder/quarterback Rent Romus and Edward Shocker, of the Thingamajigs group, the evening proved the maxim that the inventor is not always the most winning exponent of his or her invention. (Another point, demo’d by Walter Funk: It may not be the best idea to put a lasagna pan full of water onto a stage bustling with electric wires, computers and effects boxes, etc.) Among the presenters were new-instrument stalwarts Bart Hopkin and Terry Berlier (Her instruments are often quite beautiful sculptures). David Michalak played them in place of Ms. Berlier; unfortunately, the most impressive-looking one, a wooden dodecahedron riddled with sound-tubes and slapped with spatulas, was a sonic dud), Tom Nunn with Michalak and Stephen Baker, Brenda Hutchinson and Bob Marsh, Sasha Leitman and Walter Funk, and Sung Kim with Dan Ake. Ms. Hutchinson manipulated and sang into her long tube, enhanced by electronics and field recordings while Mr. Marsh, having donned a full-body suit covered in sliced-up water bottles, performed a pantomime to Ms. Hutchinson’s sounds that suggested Godzilla waking up to find he’s been genetically spliced with a jellyfish. It worked.

The highlight performance of the evening belonged to Tom Nunn, supported by Michalak and Baker. Mr. Nunn has been doing what he does for a very long time; he may be fairly said to be one of the granddaddies on the sonic sculpture family tree. His instruments are always a treat to look at and a delight to the ear. He favors nonharmonic, complex resonances such as are generated by metal rods and plates. His Skatchboxes generate insect and electronic sounds from mundane materials like combs, screws, and washers. Nunn debuted a new instrument on this night, a 3’ by 3’ stainless steel plate suspended by balloons in buckets and vibrated by cardboard tubes. Somehow the varying lengths of the tubes make different tones possible when rubbed along the steel. Mr. Nunn’s performing style is deeply rooted in his long, lanky body, never showing any doubt that he knows exactly what sound he wants and how to get it. The groaning sounds coming from the plate plunged the room under a mile-deep glacier, where blue echoes lightly glanced off the icy, inching walls.

Outsound.org’s New Music Summit has been around ten years, and granters like SF Friends of Chamber Music and The Zellerbach Family Foundation are just now beginning to pay attention. The programming that Outsound practices is vital in supplying fresh ideas and energy into the Bay Area’s music culture. Emerging and difficult-to-classify artists are given a forum. The value of these services cannot be overstated. Here’s to ten more years of Outsound.

BAM, Books, Contemporary Classical, Electro-Acoustic, Festivals, File Under?

Think cool thoughts (Book Review)

Book of Ice
by Paul D. Miller with an introduction by Brian Greene
Mark Batty; 128 pages

ISBN: 978-1935613145

Paul D. Miller is probably best known as DJ Spooky, out electronica artist. But he’s also an eloquent author about DJing and musical aesthetics in books such as Rhythm Science and Sound Unbound. Well versed in contemporary classical music, Miller has collaborated with and remixed music by Steve Reich, Iannis Xenakis, and Terry Riley. His latest project is perhaps his most ambitious and it involves one of the longest field trips and most far flung residencies an artist can make:  a trip to Antartica.

In order to do research for Terra Nova: Sinfonia Antartica, a work commissioned by BAM for its 2009 Next Wave festival, Miller travelled to this remote region, soaking in its forbidding landscapes. Book of Ice is a companion to the Terra Nova project, a journal of the work in process. It’s also a travelogue for this most unlikely of destinations. Miller meditates on a complex array of associations  – historical, sociological, and imaginational – that humankind has with this principally uninhabited continent.

Along the way, readers are treated to a glimpse of Antartica’s fascinating past and its very uncertain and environmentally unstable future. Miller is a nimble ecological advocate, expounding upon the dangers we face from climate change – underscored by the impact it’s already had on polar ice caps – without ever allowing the book to tread too heavily. He also manages to make what might at first seem to be an unlikely pairing – that of DJ culture and Antartic exploits – cohere into an edifying and engaging read throughout.

Paul D. Miller. Photo: Mike Figgis.
CDs, Chamber Music, Contemporary Classical, File Under?, Minimalism, New York

Debut: Artwork for Steve Reich’s WTC 9-11 CD

Steve Reich WTC 9/11: out 9/6/11

 

I heard Kronos Quartet perform Steve Reich’s WTC 9/11 (2010) earlier this year at Carnegie Hall. For three string quartets (two were overdubbed in this live performance) and recorded voices taken from phone calls by first responders on September 11, 2001, as well as interviews with New Yorkers some years later, it doesn’t serve as a nostalgic remembrance. Rather, it’s a dramatic whirlwind of a piece, at times bracing and overwhelming.

For those who’ve tired of the languid sentimentality and unfortunate jingoism that has too often been attached to  9/11 by those who’ve been witnesses from a distance, Reich’s response is an affecting tribute, both to those lost and to the New Yorkers left behind. I’m glad that its recording will see release near the 10 year anniversary of September 11, 2001.

The release also include So Percussion performing Reich 2009 Mallet Quartet and Reich and Musicians performing Dance Patterns (2002).

Thanks to Nonesuch for letting us debut the CD’s artwork.

Composers, Contemporary Classical, File Under?, The Business

Kickstarter as a successful fundraising tool

Maura Lafferty is one of the most astute and social media savvy publicists of classical music around. Since several of her clients have used Kickstarter as part of fundraising campaigns, we asked her to write a guest blog about the platform. Maura’s been kind enough to share some tips for our readers about how to best employ Kickstarter to fund their next project.

Maura Lafferty

I get a lot of questions about Kickstarter and funding commissions through this tool, and have chimed in on a number of Twitter conversations about its effectiveness.

Kickstarter is a threshold giving system: for those unfamiliar with it, an artist or small organization can set up a fundraising campaign through the tool. Kickstarter provides a unique web portal for the giving, and takes a percentage of the fees. No 501(c)(3) tax deduction is offered, rather, the user sets up a series of giving benefits at different levels. For a new music project, this can boil down to basically fronting the money for a CD to make the project possible. The threshold offers a double safety valve to reduce the risk on a project driven by independent artists: the donor’s money won’t be wasted on an unsuccessful project, and the artist won’t be forced to work with insufficient resources.

Despite a number of successfully funded Kickstarter projects, many people are starting to resent seeing a link or request from the site, and this conversation is not unique to the new music community. Theater and other performing arts folks are also debating the challenges and usefulness of a site like Kickstarter. My response to these concerns is that you can’t blame the tool: blame the people whose behavior reflects a lack of understanding, and poor implementation, and, if you’re afraid you might be one of those people, try and figure out how to use it well.

A successful Kickstarter campaign – i.e., one that raises the money needed for the project (whether this is the threshold or a higher goal) – is the end product of successful communicating the value of one’s project, and converting that value into a dollar transaction on the part of the audience. This type of conversion is not unique to this platform: ticket and CD sales also require the same diligence when it comes to reaching audiences. Traditional marketing wisdom says that it takes 10 impressions/interactions with your product or brand before a new audience member reaches that point of conversion.

The advertising, promotion, and fundraising behavior that people resent comes from people who can’t think beyond their immediate circle of friends, colleagues and potential supporters, and just corner them or ask them repeatedly until they wear down. Christian Carey has likened composers sending him a Kickstarter link to the kid knocking on doors selling candy bars to his neighbors (“Well, only after I’d gotten twelve Kickstarter requests in a single day!” – CC).

Let’s be really honest: we all HATE that kid. He’s cute, the money goes to a cause that sounds good at the time, and you basically can’t say no when he’s standing on your doorstep. When you close the door, there’s a good chance you think to yourself: “Now what the HECK am I going to do with a box of 20 chocolate bars?” (Or, if it was my brother on your doorstep, you could basically kiss the money goodbye, because there was a chance that the envelope of money disappeared into the bowels of his completely disorganized desk.) This is why my mother always made me write a note to my neighbors, which I distributed in mailboxes, informing them that I had a school fundraiser, what it supported, and the deadline, and then I had to wait for the neighbors to call me.

This begs the all-important question: how do you find that audience, and how do you accumulate the 10 impressions needed per donor, without driving everyone around you completely insane? Like any good communication, advertising, or traditional fundraising campaign (some might say there is no difference from this latter), accomplishing a Kickstarter goal requires answering some key questions.

Identifying your audience requires thinking beyond your immediate circle and understanding what will motivate the target group of donors. The answer to what makes a YouTube or other Internet video go viral is identical: finding a point of resonance with something the audience already values, and providing something that taps into those values. This doesn’t mean “spinning” your pitch or changing anything you do artistically, but it does require some awareness and thoughtfulness at the outset.

I’ve worked on promoting three Kickstarter campaigns for new music projects, two of which were over-funded, and the most recent doubled its goal.  My very first engagement as an independent publicist resulted in Meerenai Shim and Daniel Felsenfeld anchoring Chloe Veltman’s New York Times article about evolving models of commissioning in January.

In Meerenai Shim’s case, her first Kickstarter campaign was successful because the concept of the project was something that everyone in her new music community on Twitter could get behind: an independent musician was undertaking a big fancy commission purely because she’s passionate about new music, and wanted to pay Daniel Felsenfeld a fair price for his work. The underlying values made this an easy project for the community to get behind. Meerenai had already done a lot of work building up this community online, and translated that work into her promotional pieces to drive the campaign: videos, reward swag like t-shirts, and even engaging a publicist to amplify the message beyond her immediate circle.

Dale Trumbore’s most recent campaign tapped into the communities of family and friends who had known her, soprano Gillian Hollis, and the other members of the project team. We reached out to personal circles that had known us growing up, attended the musicians’ high school and college recitals, which wanted to see the local girls accomplish something great. The video and other promotional materials focused on the members of the team, their talent, and the opportunity that this project represented.

An interesting side-note about Dale’s project: when she set her threshold, Kickstarter asks the artist to “ask for the minimum needed to make the project successful.” This is good advice: I’ve seen users set overly-ambitious threshold goals, which they then struggled to meet by the deadline. Dale took it to an extreme, setting her Kickstarter goal at $15, which meant that everything over that went directly to the project. The threshold does not have to be the fundraising goal: Dale’s real goal was $2,000.

The most challenging Kickstarter project that I worked on that was a challenge was Curtis Hughes’ campaign to fund his recording of “Say it Ain’t So, Joe,” which had premiered a few years prior to this project. I was initially enthusiastic: I could see a lot of potential tie-ins, and he mentioned the buzz that had surrounded the original production. Unfortunately, there were several things that added to the difficulty, and created stress that could have been avoided.

First, Curtis’ goal (and threshold) was significantly higher than any of the other projects I’ve worked on ($11,000). Second, the musicians engaged on the recording did not represent the full complement of the Boston-based Guerrilla Opera Company. Using part of an organization can present its own challenges. If only some are invited to participate, it may limit the rest of the organization’s drive to support the project and to spread the word among their audience. The intended audience I pitched was one that I really didn’t know very well (political writers), and I honestly didn’t know Curtis or the Guerrilla Opera community well enough before leaping into the project. Despite these initial challenges, we learned as we went and there’s a happy ending: the project ultimately did get funded, and I understand that the recording process went smoothly.

Audience awareness is the single biggest answer to any successful effort that an artist undertakes and converting those efforts into the bottom line that makes it possible to dedicate oneself to the project.  The more we know ourselves, the art at hand, and the target audience, the more effectively we can communicate and produce results.

 

Fundraising through Kickstarter: pitfalls to avoid:

–       Nagging your audience: whenever you post the link, make sure that there is always a new tidbit, fact, or supporting detail to offer your audience

–       Wasting your credit with your support network/audience: make sure this is the project that you want your supporters to devote their attention to

–       Setting an unreasonable goal/threshold for the scope of your support network and target audience: know how much your market is willing to give, and ask accordingly. If that means scaling back part of the project, or finding additional sources of funding from other arenas, adjust accordingly.

–       Desperate, last-minute begging to reach an absurdly high goal: set your threshold at a comfortable place, so you can accomplish something meaningful, and your efforts aren’t wasted on a goal that you miss.

–       Modeling your Kickstarter campaign too closely on others’: offer something distinctive