Levi: Would you agree that Kickstarter is part of a new DIY musician business cycle – Kickstarter then Record then Release then Promote then Repeat?  

Danika: I’d like to believe that kickstarter/crowdfunding can be an important part of an indie’s business model.  However, until I try it a second time, I’m not sure!  Theoretically, a fan base should grow between campaigns so you’d be reaching out to new people each time.

Also, as time goes by I think I’d definetely gear the campaigns toward the “presale” options vs. the “donation” perspective.  You can only take “donation” so far before people will start getting annoyed.

Levi: Since you’ve gone from 1500 emails for the first Kickstarter to your current list of 2500 emails, do you expect to raise more than $13K for your second Kickstarter?  Or do you think there was an urgency and passion behind the first one that can’t be replicated a second and third time?

Danika: I’m hoping it can be replicated a second time.  For the first campaign, I had a lot of large donations pour in from family and friends.  I honestly don’t know if they’ll roll their eyes and think “not again” when I launch a 2nd campaign or “great, moving forward!”

The main goal is to get new fans involved in the process.  I’m anticipating more backers for the 2nd campaign, but the average pledge being a lower dollar amount.  We’ll see.

Levi: More related to your overall career, looking into the future, what are the potential rubbing points for you personally that would cause you to be forced to choose a career path that involves putting music on the back burner? Family? Relationship? Kids?  In other words, what’s the biggest threat to your music career?

Danika: Nothing could make me put music on the back burner. Many musicians try to do their “musician thing” for awhile before getting bored with it, burnt out, etc… I was the opposite.

I’ve lived a different life with a career that included benefits and a great paycheck coming in each month.  But, I was unhappy.  Every day felt the same.  A music career WAS my plan B. (Or more like my teenage dream that I ignored in pursuit of a “normal” life.)

I’m looking for a long career in music, not a “stint” in music.  It may take different forms through the years though.  Also, I’m fortunate in that I’m an artist who genuinely enjoys the business aspect of what I do.  I create spreadsheets, budgets, marketing plans, business models etc… It’s all important.

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The Take Away

The the New DIY Music Business Cycle is a relevant concept these days.  So much so that I think Danika is only one of many who are pondering this as a legitimate business plan for systematically building a fan base and releasing music without going into debt. If done with precision and mastery, one could use this model to have an indefinitely self-sustained music career.