We’ve seen crowdfunding platform Pozible do some awesome things for Australian music lately, from a Melbourne prog metal band taking the record for the most money raised through the online platform, only for rock n roll venue Cherry Bar to steal the crowdfunding crown by raising a staggering $50,000 in 24 hours towards soundproofing the AC/DC Lane icon.
Now another Melbourne live music venue is partnering with Pozible for a new campaign, only this time they’re not looking for the public to open their pockets for financial support but instead is opening their bookings for bands.
The Toff In Town is offering four bands the chance to fill a bill of live music at the Swanston Street venue, with the prospective lineup to be selected from artists who apply to raise money through crowdfunding campaigns on Pozible in an initiative called ‘Set The Stage’.
“We know how hard and expensive it can be to put on a kick-ass show, so we’re incredibly excited to announce our new partnership with The Toff to make that process a little easier,” writes Pozible’s Shu Shu Zheng on the campaign page. “The Toff are generously donating their venue for one night of live music, giving four artists the chance to play a set on [Wednesday 29th October].”
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How does it all work? The venue will shortlist eight musical acts, who will each vie for a place on the Set The Stage bill by crowdfunding their own music-related project through Pozible (between 9th September and 3rd October). Three of the final four billed artists will be selected by The Toff In Town, the fourth elected through an online public vote, and the headlining slot is reserved for the act that sells the most tickets to the gig via their crowdfunding campaign.
UPDATE 29/07: Pozible’s Shu Shu Zeng has sent through a statement clarifying ow the final eight ‘Set The Stage’ artists will be chosen:
“The shortlisted projects will be selected based on how they engage (or plan to engage) with their community, their promotional plan for their crowdfunding campaign, the rewards they plan to offer to their supporters,” she writes. “This is all covered in the application form (which you can view here).”
After artists submit an application to be a part of ‘Set The Stage’, “The Toff shortlists 8 artists to crowdfund and be a part of their collection,” Zheng further explains. “3 of the 8 artists will play a set at The Toff. Whichever project pre-sells the most tickets to the ‘Set The Stage’ show during their crowdfunding campaign will be the headlining act.”
“The remaining 5 projects will vie for the fourth slot, which will be decided by the artists’ fan bases, using a voting system on our site (this will launch when all the projects launch). Aside from the regular campaign and transaction fees, all funds raised through pre-sales will go to the artist.”
To be in the running for The Toff’s shortlisting, local musicians and bands (interstate acts are also encouraged but responsible for their own travel costs) must submit an application by 22nd August to be in the running.
“All shortlisted projects will appear in The Toff collection page on the Pozible site, receive one-on-one project advising from a Pozible staff member, and be invited to a dedicated crowdfunding workshop before their project’s launch,” says Zheng.
And what of the money raised by bands off the back of their fans and supporters? “The money crowdfunded will be for the artists to fund their project, so it could be for an EP, album, vinyl or a tour etc.” explains Zheng. “We’re just giving four projects the chance to play at The Toff and three of the four artists will be pre-selling tickets to the Toff show.”
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It’s certainly a unique opportunity for up-and-coming bands to get their name up in proverbial lights at the Melbourne venue – which has staged everyone from Eskimo Joe, Dinosaur Jr’s J. Mascis, and Kimbra to King Gizzard & The Lizard Wizard – and (let’s be honest) a way for The Toff to ensure a full crowd on a Wednesday night.
The crowdfunding model however seems fraught with danger; even if this particular campaign isn’t exploitative, it could inspire other less-music friendly moguls to take the competitive model (‘who sells the most tickets wins!) a step further and twist into a crowdfunding version of manipulative battle of the bands comps.
Full details and info available at Pozible and The Toff’s Set The Stage page.
(Photo: Julia Lay. Source: Communion Melbourne Tone Deaf Gallery)
