I love crowdfunding. Mostly. Some campaigners are better than others at getting their product out on time, but it’s great to be able to help someone make their idea become a reality. And in the process, I’ve been able to acquire some rare music tracks, read some amazing graphic novels, see my name in the thank yous for a movie, get some great technology before anyone else and support many great causes.
My latest contribution, this time on behalf of Show and Talk, is to The Nerd Machine’s “I Want My Nerd HQ” campaign. For those that don’t know, The Nerd Machine (TNM) is a company co-founded by actor Zachary Levi, and Nerd HQ is a free offsite event during San Diego Comic Con. I’ve contributed to campaigns run by celebrities in the past, and I’m sure I will again in the future, but every time one comes along, there seem to be more naysayers opposing the idea of giving. Many, but not all, arguments seem to be founded on these two inaccuracies:
1. All famous people are millionaires.
2. They take all our money and reap all the benefits.
The first time I remember people questioning a campaign was when Steve Taylor and Donald Miller launched a campaign to make Blue Like Jazz. Before that, it had been primarily unknowns using Kickstarter to make a small project. More opposition was heard last year for Rob Thomas’s Veronica Mars movie. Ultimately both of these projects met and exceeded their goals. Even well known artists have gotten flack for using crowdfunding to make their record. Now, if you remember, the idea that all famous people are millionaires is false. Many artists, especially musicians, live modest, if not meager, lives. Some other things you should know: although technology has modernized the way we create and deliver entertainment, the measure of its success and supply and demand is still antiquated.
Box office numbers, Nielsen ratings, record and DVD sales still dictate who producers and labels will back. And while box office numbers may still be accurate, when is the last time you watched a show live on television? Or bought an album when you could listen to it on Spotify for free? I’m not knocking sites like Spotify or Hulu or Netflix or Pandora. I subscribe to several of them and utilize even more. But I also know that by watching Doctor Who on Amazon Prime instead of buying the DVDs, I never officially added myself to the ranks of its fans, at least not in the eyes of the producers. And although I have a pretty extensive CD and DVD collection, I’ve seen just as many movies and listened to just as many records though online subscription services, from which the artists get very little royalties. Unless they are shows like Orange is the New Black or House of Cards, which were made exclusively for Netflix, watching something online is just not enough to show demand.
Crowdfunding always serves two purposes. The first is obvious, it provides the money needed to complete the project. But it also shows demand. It proves that people want it so much they’re willing to help pay for it. It’s your voice. And unlike Nielsen ratings or ticket sales, you can have your voice be heard not just as a number or a statistic, but as you. What’s better than that?
Now back to the “I Want My Nerd HQ” campaign. Zac and friends have done something different, in that they’ve eliminated the tiered rewards structure. Their reward is your name listed as a supporter at Nerd HQ. So whether you give $5 or $500, you will be listed the same. On the surface it seems crazy, like it’s just some celebrity (or celebrities, if you will, as many of his friends are helping to promote the campaign) asking for my money. But they’re not asking for much. Only $5. Most people can spare $5, or at least save up enough to donate that much during the 45 day campaign. Anyone who gives more does so not because they get more out of it, but because they can and they want to. In just under 48 hours, they’ve raised over $100,000 and have just under 4,000 backers from all around the world, many of whom won’t be able to attend the event. Of those backers, 2,792 gave more than $5. That’s over ⅔. What better message to give to potential sponsors and corporate backers? The numbers don’t lie, and neither do the messages left by the supporters. I, and many others, have met lifelong friends and had our lives changed for the better because of Nerd HQ. Those of us who donate do so because we want that experience again, not because we will receive recognition, or meet a celebrity, or get fancy swag. I’m sure with an elaborate perk structure they would have twice or thrice the money they do now. But in the end, they will be able to say that every dollar they raised was from people who really really want it.
Are there things I wish they’d done differently? Sure. As others have mentioned, a breakdown of how the million will be allocated would be nice. People are more willing to give if they can see where their money is going, but maybe that’s not possible due to contractural agreements. It would also be nice if the celebrities who are helping to promote the event also indicated if they were contributing. I know that many of them will be there, which will help raise money that goes to an even better cause (Nerd HQ provides opportunities to interact with many celebrities through Conversations with a Cause, Smiles for Smiles and Signings for Smiles, the money from which all goes to Operation Smile). But for me, those are minor things. I’ve been fortunate enough to meet most of the faces behind The Nerd Machine and Nerd HQ and ultimately I want to contribute because I believe in what they’re doing and know the heart and passion behind it. Their passion is very similar to the passion of Show and Talk. If we were in a place to be a sponsor I’d do so in a heartbeat.
As for the second inaccuracy I mentioned earlier, sure, people who make their projects are really excited to make them. The success of the campaign may lead to even more projects in the future. But we get a lot out of it, too. Sometimes through great perks, sometimes through extra things that come with the finalized product. I’d hate to know how much sleep Rob Thomas has had this past year, or even this past month (although I’m sure he’s racked up enough frequent flyer miles to take a nice vacation when this is all over). And, sure, he’s promoting his movie. But he and the cast have also tirelessly had fan events and twitter events all so they can interact with the fans and say thank you. I don’t know anyone who done that to promote a studio funded blockbuster. But beyond the perks, beyond the events, crowdfunding allows you to be part of something bigger than yourself. And for the right project, that’s one of the greatest feelings in the world. I try to do this often, not just through campaigns, but in how I choose to spend my free time, too. There’s nothing better than being able to look at something great and knowing you were part of a major part of a team and directly contributed to its creation. What’s the production company who’s tag line is the kid who says “I made this?” It’s that feeling. Not a selfish pride, it’s the good kind of pride. Pride in knowing you made someone else’s dream come true.
So that’s my rant. Thanks for reading. I don’t intend to change anyone’s mind about crowdfunding, especially those who are adamantly against it. You all have your reasons and I respect them. But I will continue to support projects I believe in, and when the time is right, will run a campaign for Show and Talk. I look forward to the day when I can read the names of and write thank you notes to the people who believe in this dream.