CROWDFUNDING RADAR: Three Crowdfunding Campaigns with Strong Themes Behind Them

In crowdfunding, there’s something to be said for a cohesive idea. Sure, “Help us make our new album” is a fine, and often accurate, description of a crowdfunding campaign. But with that pitch, you’re wholly dependent on your fans and whatever word of mouth they can generate among casual fans of your genre. But “bluegrass covers of Radiohead,” for example, is another thing entirely. Now you’ve tapped into your fanbase as well as fans of bluegrass covers and fans of Radiohead who might find your campaign. This week, I’ve found three campaigns with a strong theme to back them up.

Phil Madeira – Funky Covers (click here to view campaign)
It’s no surprise that Phil Madeira has the idea of a cohesive theme down so well that he can express it in just two words: funky covers. Madeira is a veteran producer, songwriter, and Red Dirt Boy behind Emmylou Harris, but more importantly he’s the crowdfunder of three records for his Mercyland: Hymns for the Rest of Us project, among other things. He knows a thing or two about the value of smart marketing. Funky Covers, inspired by his 2020 album Hornet’s Nest and its jazzy feel, features spare and jazzy reimaginings of classics by the likes of Stevie Wonder, Jackson Browne, John Prine, and James Taylor. Backer perks for this campaign include the album in digital, CD, and vinyl formats; a signed copy of Madeira’s book God on the Rocks; a collection of his solo records on a USB drive; and an executive producer credit on the album.

Marshall Arts – Bass and Banjo (click here to view campaign)
Here we have another campaign that can sum itself up in two words: bass and banjo. While fiddle and banjo is a common pairing in bluegrass and old-time music, bass and banjo not so much. Enter Marshall Arts, the father-and-son duo of John and Ellery Marshall. They’ve taken old bluegrass recordings, especially those featuring banjo and fiddle, and retooled them for banjo and bass, with John Marshall’s slapped bass adding syncopation inspired by Earl Scruggs’ banjo and matching well with his son’s banjo work. Backer perks for this campaign include the album in CD format, a Marshall Arts sticker, a T-shirt, a one-hour bass or banjo lesson, and a four-piece bluegrass band, including the Marshalls, to play at your event.

Edie Carey and Sarah Sample – New Album of Calming Songs (click here to view campaign)
A decade ago, Edie Carey and Sarah Sample, both new mothers, recorded an award-winning collaborative album of lullabies, ’Til the Morning: Lullabies and Songs of Comfort. While their children are too old for lullabies now, the duo has decided the world needs a little calm more than ever. With that in mind, they’ve come back together to record a follow-up album of calming and comforting songs, a pretty solid short theme in itself. They’ve written a few new songs and have also recorded some favorites they’ve sung to their children over the years. They’ve set an ambitious $40,000 funding goal but are well on their way to making it. Backer perks include the album in digital and CD formats, as well as your name in the album credits, a hoodie, a hand-written lyric sheet, and a batch of homemade cookies.