Singer-songwriter Gayathri, who recently moved from Dubai to the U.K., has employed a unique method to fund the production of her upcoming record; a crowd-funding campaign through website indiegogo.com, inviting financial pledges from supporters. “I liked the idea of having people who listened to my music be part of the creation of this album from the get go,” says Gayathri from London. “I also saw it as an amazing opportunity to solidify, and appeal directly to, my supporters and have them be part of my journey and shape my career in some way.” By carefully judging the rewards accorded to contributors – which, depending on the size of the donation, range from a signed copy of the record all the way up to an executive producer’s credit and a personalized song – Gayathri managed to hit her $20,000 target after just 10 days. Any funds beyond that (at the time of writing, there were six days of fundraising remaining) will be spent on marketing the record once it’s finished, and covering the cost of the campaign and rewards. “At the end of the day I want to have enough funds to promote an album I've worked on for more than half a year,” the singer explains. “As amazing as an album could possibly turn out, I think that, as an independent artist, the most important thing is knowing how to market yourself and the things you make. I have concocted many a guerilla-style marketing stunt, as well as conventional promotions through tours and extensive gigging. As of now, that’s the plan for the extra money.”
With all the support that’s poured in, is there a danger that Gayathri might now feel beholden to those who’ve propped up the funds for the record? “Absolutely not. It has the opposite effect on me. Its the same feeling of when you set out to do something like climbing a tree as a kid, knowing you might fall, but the fact that all your friends are rooting for you to get to the top is a comfort and luxury akin to nothing else. If anyone has decided to put their money on this album, I think they believe in it and in the seriousness with which I plan to approach it. So if anything, that has just motivated me further.”
Gayathri expects the record to be completed in November.