Attending SXSW last year as spectators, The Jane Doze (@thejanedoze) knew they wanted to come back as performers. Once offers to play came in, the pop music mash-up duo did not have the resources to make their SXSW dreams a reality. A self-run and self-sustaining act, they turned to Kickstarter for the first time with a unique twist.
“We really pay attention to our interactions with fans and people via social media so when we did the Kickstarter campaign it was really important to focus on the rewards we were offering and make it standout from other campaigns people were doing,” says one half of the act Jen Mozenter, who works in Digital Marketing at Columbia Records.
The rewards included personalized notes and customized physical copies of their debut mixtape “GIRLS TALK” to the higher-tier prizes like custom made mash-ups and accompanying videos and for more costly pledges. That not only had the women reach their goal of $1,5000 but surpass it to a final total of $2,040. They crossed the $2,000 mark when a fan made a pledge of $400, or all the customized prizes plus “a date with both Doze.”
“Both of us are in the music industry and we know how important it is to a fan to have that ‘thing’ no one else has. With so many of our rewards being customized, I think it definitely sparked interest and got people talking,” says Mozenter.
The effort caught the eye of Union Square Ventures’ Fred Wilson (@fredwilson) who tweeted about his donation to his 210,000+ followers.
In fact, a bevy of acts used Kickstarter to make their way to Austin this year with almost all funding over their original goals. Americana band The Far West earned 301% of their project with $1,508 raised according to stats on Kickstarter. Atlanta rock band Pillage & Plunder funded their $2,000 goal for a van in five days.
The duo performed four shows in four days, while sharing the bill alongside Diplo, A-Trak, and more at the turntable.fm party on March 15 as well as Idolator’s “Pray For Pop” party featuring the first American performance by The X Factor UK star Cher Lloyd.
“Besides being an honor to play in those shows, it makes us want to go on tour,” the duo’s other half, day-to-day manager of OZone Entertainment, Claire Schlissel says.
And while touring is an opportunity they look forward to, focus is currently on their mixtape and nuturing the relationships they have made with bloggers and media companies via platforms like turntable.fm.
Mozenter recalls the one experience in particular; “turntable[.fm’s party] had a screen to the right-hand side of the stage with the turntable rooms showing up on this big projection screen while people were spinning live on the stage. It was sort of this ‘Woah’ moment when you see A-Trak right in front of you and then on this giant projection The Jane Doze. You’re like ‘Wait, is this real life?’”