Amateur Musician Uses Crowdfunding in an Attempt to Reach a New Audience.
Optional, an amateur alternative pop music project created by Cody Robertson, has launched a campaign on crowdfunding website Indiegogo. Optional has created an unusual campaign in that the fundraising goal and the monetary value required of donors for them to receive a product are both exceptionally low.
In a video promoting the crowdfunding campaign, Robertson says, “…I am ready to release my second album. It is called Midsized Eras, and I am releasing it under the name ‘Optional’… The problem is I don’t have much of an audience to release it to.” Robertson continues to explain the album release strategy in which 100 CDs will be available at a donation level of $1 each, and that unlimited CDs will also be available at donation level of $15 each. Additionally, Robertson explains that the album will be available for digital download at no cost when it is released on February 3, 2015.
Optional is using crowdfunding in an attempt to reach a new audience. The low pricing tactics are anticipated to be the best method to use crowdfunding to boost Optional’s fanbase for the following reasons:
• Low cost campaign perks make involvement in a campaign extremely accessible.
• Traditionally, musical projects turn to their most loyal fans when crowdfunding as devoted fans will make larger donations.
Optional has a minimal fanbase and does not perform live music, so larger donations are not feasible.
About Optional:
Optional is a new alternative pop music project based in Saskatoon, SK. Amateur musician Cody Robertson began using the alter-ego for his music in 2014, six years after self-releasing his first album in 2008, at the age of 15.
