3 lessons to learn from a failed Kickstarter campaign

From Indie-Music.com:

I don’t know anything about today’s subject, Jackson Cannery. By the time I am done checking out their Kickstarter Project, I still don’t know much about them. We have seen before that it is possible for a project to be successful without a video…

As long as the project does an excellent job of communicating in the project description, has a well designed rewards matrix, and is continually and consistently marketed/deployed/pimped to the Circle of Influence.

Lesson One: Project Description Must Clearly Communicate Purpose and Vision
The project description does not communicate a Purpose Worth Backing nor does it even make clear what Jackson Cannery is trying to attempt.

Remember, it is your responsibility to communicate to the audience why they should believe in and back your project.

Regarding Jackson Cannery…

While making people want to dance and booking shows is applaudable, it does not mean much towards your recording project. If this is your justification for recording, time to dig deeper.
Also, I cannot even tell what their project is for.

I believe it is for duplicating and “marketing” the album.

Well, “marketing” is about the most loosely used, ambiguous term there is in music and it does NOT do much for most fans. Very, VERY few projects of this scope make much more than their goal when the artist states that ‘anything extra’ will be used for ‘marketing the album’. In my mind, this is strong evidence that the term doesn’t resonate.

Second, Jackson Cannery says “pledges will go directly to funding the production and release of this album”.

I think they may mean “reproduction”? Heck, I don’t even know! And maybe I’m a bit surly today, but I am annoyed by this. In music, production is distinct from reproduction. Which is it?

My point: the language is so incredibly confusing that it is highly unlikely to compel a viewer towards backing.

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