It is always interesting to view Kickstarter projects with a major label influence. Though Clay McClinton is and always has been an independent artist, you won’t have to look hard to figure out that he is the son of blues legend Delbert McClinton.
Clay has grown up around music and watched his father work for major labels over the years. As such, Clay understands an important aspect of a successful Kickstarter project, the call to action. There is, however, a large missed opportunity in this project that comes from a background such as Clay’s.
VIDEO (3 min 56 secs)
Make the Call To Action
I spend a lot of time talking about the Call To Action (CTA). It is one of the most important aspects of a Kickstarter project. You can make the most killer video in the world but if your project lacks a clear call to action, you will leave funding on the table.
Let’s look at Clay’s Call To Action. Most notably, he has killer CTA graphics in his video, check out this screenshot:
This screenshot is followed up by another pitch: Check out our special premium pledge gifts…
And another: Please! Share This Video!
Well done there, Clay!
Of course these graphics accompany his spoken CTA at about 20 seconds, “I need your help”
And at 3:26, “Your pledges will make the CD possible and I greatly appreciate anything you can contribute.”
Create A Compelling Storyline
Clay has a fantastic quote in the video, “What’s great about kickstarter is it allows the independent artist to retain the creative control over their own project and the people are the power behind it.”
Think about this statement for a moment. It highlights the biggest positive of being an independent musician, creative control, AND it connects the fans directly to the livelihood of the music as the power behind it!
So, what’s the problem? I’ll tell you what the problem is!
There is nothing more compelling than being a part of something bigger. People understand this, at least implicitly. Why do you think sports are so popular?
But this compelling storyline is practically glossed over and lost in the flow of Clay’s video! I honestly observe that Clay is very comfortable with the cycle of creating and releasing music to an audience. He spends a lot of time in the video playing his Everything I Need (but the Money) song (clever!) and showing his 3 previous projects. He spends very little time connecting with the fans on this important point.
As an artist, it is up to you to connect with the fans. If you understand the connection of the people to the independent artist like Clay demonstrates in his statement, do everyone a favor and connect the fans to this fact: Make it clear that they are part of something bigger!