来自Patreon的音乐主管的信

Patreon is one of them, but you could also ask your fans to support you on crowdfunding sites like Kickstarter or GoFundMe, promote your current e-commerce store or ask them to buy your album on Bandcamp or one of the other many outlets. Thankfully, there are lots of options that may be a good fit for you, as a creator, looking to reach your audience — or as a fan looking for ways to give your support.

I thought I’d write out some actionable, revenue-driving ways music creators can use Patreon to run a sustainable monthly membership during this difficult time and beyond.

First a couple things I’ve learned from helping musicians launch on Patreon.

One amazing thing to me is, when it comes to how you run your Patreon, there is truly not a “one size fits all” approach to membership. The key to creating a Patreon program is based on you doing something you personally enjoy doing.

You may have heard a myth that running a page requires a huge amount of extra work. That’s false, but it does require smart thinking and structure behind what you want to create and share with your fans. More than anything, I employ you to spend a few hours thinking about all the things you’ve created in the past and all the things you’re excited to create in the future. Consider offering all of the amazing art/music you’ve never had the chance to share, or doing the thing you’ve always wanted to do but haven’t because of timing, limitations or whatever — these are the kind of things that will make your Patreon shine.

If you’re thinking of setting up a Patreon to gain support, here are five things you can offer your fans:

1. Livestream: A concert (canceled tour), acoustic session, recording session, band practice or hang to chat with friends. Your fans want to hear from you now more than ever.

2. Merch: Have any merch that you were going to sell on tour? You can offer them as a benefit for your Patreon, whether that’s exclusive, patron-only items or special offers on things you’ve sold elsewhere.

3. Share content from your Vault: The behind-the-scenes of that music video or photoshoot, the demos, live tracks or alt-mixes you never sent around — these are all great things to offer your fans for membership. They’ll be happy to become a member of your community for access to this content.

4. Chat Community: Create a place where fans can connect to one another and/or chat directly with you in a monthly AMA, etc. Due to social distancing, people need human connection, so provide a place where they can gather, talk, and also, get to know you better.

5. Something unique and amazing: What’s the craziest idea you’ve ever had? Think of something that’s never been done or a way to express your creations that you’ve always wanted to try out. The people who believe in you the most will respond to your raw intuition for creativity. Try bold, new ideas here and share that journey with a few supporters. Then, put that in a higher tier and limit it to 10 patrons only — they’ll be the only 10 people in the world to receive that song you recorded on the spot via your phone, or that limited-release cassette, or that hand-painted alternate album cover you always wanted to draw. This can be absolutely anything. Remember, Patreon is a place you can flex the creative muscles you were born with.

This is an awful, devastating and very sad moment in history with COVID-19’s spread across the globe and the effect that it has on the health and financial well-being of so many. It’s forcing many of us to look inward to reassess what’s valuable.

In these moments more than ever, we’re reminded how artists, and the gifts they create for us, stand out as a beacon of hope, a moment of calm and a lever for feeling. We’re reminded that art is likely the purest and most important human creation and yet remains universally devalued in our society. No matter how we create it or support it, if nothing else I hope this moment helps us all to understand just how valuable art is.

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在过去20年的音乐工作中,我从未见过这样的事情。这一时刻当然远远超出了艺术范畴——但以艺术为焦点,我从未见过这么多人因为收入的损失而陷入困境。无论是在舞台上,还是幕后的工作人员,他们负责帮助艺术家看起来好,听起来好,并接触到观众,这对艺术来说确实是一个挑战的时刻。

过去一周,我收到了数百条短信、电话和电子邮件,都是艺术家们发来的,他们取消了巡演,解雇了员工,甚至还有一些人选择结束他们的旅程,寻找其他收入来源来支持他们的家庭。原本打算在公路上出售的整船整船的商品都放在了仓库里,用于获取曝光率和门票销售的营销资金也出现了赤字。这些艺人还面临着前所未有的债务,这是由空白的练习空间、录音成本、未实现的宣传成本造成的。

具有讽刺意味的是,艺术是我们应对这种时代的最伟大工具之一,但那些创造我们所依赖的东西的人却在残酷的时间里因为破碎的系统而半途而废。

我想借此机会,更广泛地分享我对那些在艰难时期寻求解决方案的人们的回应。如果你是一名在冠状病毒时代寻找谋生方式的艺术家,现在有很多选择。我们很自豪地说Patreon但你也可以让你的粉丝在Kickstarter或GoFundMe等众筹网站上支持你,推广你目前的电子商务商店,或者让他们在Bandcamp或其他渠道购买你的专辑。幸运的是,有很多选择可能很适合你,作为一个创造者,寻找你的观众-或作为一个粉丝寻找方法给你的支持。

我想我应该写一些可行的、收入驱动的方法,音乐创作者可以利用Patreon在这个困难时期和之后维持每月的会员人数。

首先,我从帮助音乐人在Patreon上发布节目中学到了几件事。

让我感到惊讶的是,当涉及到如何运营Patreon时,并没有一种“一刀切”的会员方式。创建Patreon节目的关键在于你要做自己喜欢做的事情。

您可能听说过一个神话,运行一个页面需要大量的额外工作。这是假的,在你想要创造并与粉丝分享的内容背后,确实需要聪明的思维和结构。最重要的是,我雇佣你花几个小时思考你过去创造的所有东西,以及你未来想要创造的所有东西。考虑提供所有你从未有机会分享的令人惊叹的艺术/音乐,或者做你一直想做但因为时间、限制或其他原因而没有做的事情——这些都是让你的Patreon闪闪发光的事情。

如果你想建立一个Patreon为了获得粉丝的支持,你可以提供以下5件事:

1.转播画面:音乐会(已取消的巡回演出)、原声表演、录音表演、乐队练习或与朋友聊天。你的粉丝比以往任何时候都想听到你的消息。

2.营销:你有什么要在巡演时卖的东西吗?你可以将它们作为优惠提供给你的Patreon,无论是独家的、仅限用户购买的商品,还是你在其他地方出售的商品的特别优惠。

3.分享您的库中的内容:音乐视频或照片的幕后,小样,现场音乐或你从未分发的混合-这些都是为你的粉丝提供成为会员的好东西。他们会很高兴成为你社区的一员来访问这些内容。

4.聊天社区:创建一个地方,让粉丝可以互相联系,或者在每月的AMA中直接与你聊天,等等。由于社会距离,人们需要人与人之间的联系,所以提供一个他们可以聚集、交谈,也可以更好地了解你的地方。

5.一些独特而令人惊叹的东西:你有过的最疯狂的想法是什么?想一些从来没人做过的事情,或者一种表达你一直想尝试的创作的方式。那些最信任你的人会对你原始的创造力直觉做出反应。在这里尝试大胆的新想法,并与一些支持者分享这段旅程。然后,把它放在一个更高的层次和限制它仅10个顾客,他们将是世界上唯一的10人获得这首歌你当场记录通过你的手机,或者限量发行的盒式磁带,或者手绘替代专辑封面你一直想画。这可以是绝对的任何东西.记住,Patreon是一个你可以施展自己创造力的地方。

2019冠状病毒病在全球蔓延,对许多人的健康和经济福祉造成影响,这是历史上一个可怕、毁灭性和非常悲伤的时刻。它迫使我们许多人审视自己的内心,重新评估什么是有价值的。

在这些时刻,我们比以往任何时候都更清楚地意识到,艺术家以及他们为我们创造的天赋,是如何作为希望的灯塔、平静的时刻和情感的杠杆脱颖而出的。这提醒我们,艺术可能是最纯粹、最重要的人类创造,但在我们的社会中仍然普遍贬值。无论我们如何创造它或支持它,如果没有别的,我希望这一刻能帮助我们所有人理解艺术的价值。