Full disclosure – my son, Emilio, launched (with my help) a Kickstarter campaign to raise money so he can participate in his jazz band’s trip to Australia in March 2014. You can learn about the project and donate by clicking, Gigging in Australia.
Kickstarter and Project-based learning
The idea of building a Kickstarter project was suggested by two band parents during a meeting about the planned trip to Australia. “What a novel idea” I thought. Instead of simply (painfully and often with great angst) writing checks for our kids to participate in enrichment activities, why not let the event be child led? Of course, given my work as an educator and consultant, I view this as an opportunity to help my son develop skills as an entrepreneur. I got excited about the learning experience. Here’s just some of what he’d have to do:
- Build the project by selecting and organizing content; meeting Kickstarter specifications; designing his project “story”
- Use social media and technology in a professional manner to develop and promote his message strategically
- Engage with fans and supporters
- Create a Rewards system – deliverables based on varying levels of support
That said, I knew I’d have to guide various elements of the project. For starters, you have to be 18 to launch a project. Also, this is his first time coordinating various skills in such a way for such a purpose. So, we’ve had lots of “teaching” moments about how to create a compelling story, crowd funding, the strategic use of social media, etc.
There’ve been a lot of educational “delights” for me regarding Emilio’s process. First, we spend a good deal of one-on-one time together, talking about the project. I can hear how he thinks, what parts of the discussion he is/is not following, and advance or readjust my delivery accordingly. For example, discussing crowd funding was easy. Emilio is a musician trained in jazz. Explaining crowd funding via a discussion of Second Lines was a simple matter: the crowd comes together for a specific event, builds/participates, and disperses. Using social media, however, was tricky. Emilio figures he “already knows” how to use social media. So, the conversation shifted from technical know-how to strategic know-how. “What you say to your friends and how you say it” may differ from what you might say to a potential supporter (client, investor, etc). “How does the message differ?” and “What’s important for you to share?” Also, “At what point – is there such a point – when the types of messages converge?”
Several skills already in use in school.
Students are accustomed to Rubrics. On Kickstarter the project specifications that must be met in order to gain approval are the “rubric.” Given the specifics, Emilio was able to assemble content – videos, stories, images – he wanted to use. Project acceptance meant that he successfully met the criteria. Explaining the trip required creating a narrative from the planned itinerary. Taking an uninteresting, data filled-numbers, time and location heavy document and creating an interesting storyline is like technical writing. Emilio also had to decide on the types of Rewards to offer at various levels of support. Of course, the Rewards require more work. He’ll be recording 1-2 songs in a professional recording studio and sharing the music with some supporters. He will also compose original music influenced by his trip for a quintet and share the electronic file with supporters (skills: music writing, arranging, and technology in transferring the file to electronic form). Emilio is a visual artist too and will provide original artwork for t-shirts he’ll design. I showed Emilio HootSuite, how it works and what it does. We discussed timing messages to be released according to time zone; how to identify and contact key recipients; and how to track successful dissemination.
One unexpected topic has come up often during our Kickstarter process and has led to more great discussions with Emilio. Many “would-be” supporters who are well-educated and successful working professionals want to write paper checks or offer cash as support. This is most curious to me. In this experience, we’ve noticed the people who want to write checks do not live near major metropolitan areas; and while they happen to be very well-educated and successful professionally, they do not directly use technology in a professional manner (staffers use the technology). They have expressed great discomfort with donating online. On the other hand, some who want to offer cash do so because they can give immediately, hand-to-hand. Emilio has had to explain how Kickstarter works; the value of a crowd in crowd funding; and the problems of tracking donations and returning money if the funding goal is not reached. We’ve also been wondering about a Digital Divide in the United States and where it might exist, specifically:
- To what extent do medical professionals and/or members of higher socio-economic classes use social media and technology for professional purposes (as opposed to staffers or other designees)?
- In what ways does the professional use of social media and technology by medical professionals and/or members of higher socio-economic classes change as we move away from urban centers?
- Also, to what’s the relationship between cash donations and employment or credit status?
That said, I’ve been delighted to find social media and technology use high in New York City across all age groups. One 70 year-old user and supporter of Gigging in Australia, described the project to me, identified the funding goal ($6,250 USD) and deadline (February 2, 2014, at 11:32AM ET); and offered suggestions for a push during the last week of the drive. Wow, just wow.
Being an Entrepreneur
Is hard and often frustrating. Failure is a constant foe. Emilio has invested a lot of time, energy, and thought in a project that may fall sort of the funding goal. So, there is the very real possibility Emilio will not join his band mates in the March trip to Australia. This has been a good discussion to have. Emilio is no stranger to such anxiety-ridden experiences. He performs regularly for audiences that can be as enthusiastic as they are ambivalent. No matter, he must get on stage each time and bring the fullness of his talent and ability to each song. What’s more, he might tank in a solo by not knowing the rhythm changes or having a “brain freeze” and not being able to translate his ideas into sound when he’s called upon to solo. Emilio also plays soccer and the angst of losing a game even when you did your very best, is al too real. Losing never feels good but it’s a fact of life. Musicians (and athletes) live in a world where “no” means recalibrate and try again.
So, Gigging in Australia has been a lot of fun and has been a great learning experience for many reasons. If we are fortunate, we’ll meet our funding goal; if not, we’ll recalibrate and try some other project, some other time. Of course, we’d appreciate your support of Gigging in Australia and you can DONATE NOW by clicking, Gigging in Australia.