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Coronavirus Leads To A Surge Of New Patreon Accounts

Patreon Music

With creators everywhere feeling an economic pinch, Patreon is thriving in a time of uncertainty.

The consensus in North America right now seems to be that everyone is going to be home at least until May. Many scientists and various industry analysts will tell you it is much more likely that the coronavirus will keep all of us home until June, if not July. That is a lot of time at home, which means a lot of time that musicians and filmmakers and other artists are struggling to make a living. 

Thankfully, living in the digital age provides some alternatives to the traditional methods of generating revenue. Patreon is a service used by a variety of creators to earn money from their most significant fans on a recurring basis. It is similar to a fan club in that the creatives invite their followers to pay for access to exclusive content, such as music, videos, podcasts, blogs, and more. Fans choose how much they contribute, as well as the frequency of their contributions, and the creatives can make tiers of access related to the amount of money their fans spend. Giving your favorite creator five dollars per month, for example, will get you less access than if you gave them ten dollars per month. 

In the wake of Covid-19 sweeping the globe, Patreon has seen a surge in new accounts and contributors. More than 30,000 creatives joined the platform in March alone, and many more are expected to participate in April. It’s unclear what percentage of that number is comprised of musicians. Still, considering that touring is impossible and streaming numbers are declining, it’s safe to assume a good portion of Patreon creators are artists with musical talent. 

An unexpected benefit of the coronavirus pandemic is that it is forcing musicians to be more creative. Artists that previously never utilized the internet outside of YouTube and social media are suddenly exploring new avenues for exposure and revenue. Those efforts are creating a better, more accessible music industry for everyone. Fans have more access, and musicians have more control over their careers. 

If you are considering joining Patreon or a similar service, do it! You can find some tips for making the most of your account on the Patreon site or by viewing the video below:

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Things I’ve Learned about Patreon since 2014

I’ve been on Patreon since November of 2014, and while Skull Toaster isn’t my sole source of income, I’d miss it if it were gone. In recent months I’ve been able to chat with a handful of people about setting up their own Patreon projects. They’re a varied bunch; podcasters, writers, musicians, and sometimes a combo of all three (and more). We all make our art for various reasons, and different motives drive us, but as Yancy Strickler (co-founder and CEO of Kickstarter) said in issue #13 of Offscreen Magazine:

“It just so happens that money is a critical – and gatherable and measurable – component of bring an idea to life.”

It’s not that we’re on Patreon hell-bent on quitting our day job(s), but money in our PayPal account is part of the tool box that help bring our ideas and passions to life. Getting $1 from someone you never met in real life, just for “doing the thing,” greatly expands your creative universe.

Here are some things I’ve learned over the past year or so:

“True Fans” trump any amount of planning.

You can craft the best copy, amazing reward tiers, and write out your goals from your first $10 to $1,000, but what you need is “True Fans.” What are “True Fans?” Read this excerpt from Kevin Kelly’s ‘1,000 True Fans,’ which was published in 2008:

“A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.”

How do you build an audience of “True Fans?” Show up everyday (I’ve been Skull Toaster for nearly five years, but have been doing the “music blog thing” since 2001), care about the people, and get vulnerable sometimes.

Failing to plan is planning to fail.

You need to plan your rewards and goals. Some folks can get away with not having reward tiers and goals, and maybe you can, too. It won’t hurt to plan things before you tell all your social media followers to visit your half-baked Patreon page.

Don’t create extra work for yourself.

Rewards should be by-products of what you’re already building, for the most part. I write heavy metal trivia every week, and schedule Tweets every weekday. My questions are written by Friday, so on Sunday I send them to my patrons, as a reward for their $1/mo or more support.

Musician Christopher Jon (see his Patreon page here) really smacked some sense into me from a recent discussion. Going to the post office every month is lot of work. An hourly Google Hangout is a lot of work, too, and so is writing a song for someone. Make sure you don’t bury yourself in Patreon rewards, which could take you away from your main work.

Have lots of patience!

People will support you on their schedule, not yours. A Tweet or email once a month might not lead to 10 new patrons, so let it simmer. Some people will jump at the chance. Some take a week or a month. Don’t lose hope.

So keep updating!

Make regular updates on your Patreon page, and share those with everyone. A video, a song snippet or piece of audio, photos, stories – hold back some of your Instagram pics or Twitter rants and throw them into a Patreon update! As more people read, some will see what the heck this Patreon thing is all about. Not everyone pulls out their credit card on their first visit.

I’ve helped some great people with their Patreon pages, so please check them out: Sarah Saturday, Kallie Marie, Nikki of the Everything and the Kitchen Sink, Erik of the Shoot the Shred podcast, and Travis from the As the Story  Grows podcast. Be sure to check out my Skull Toaster Patreon page, and if you have any questions, just shoot me an email (hi@sethw.com).

Seth Werkheiser is the quiz master of metal trivia at Skulltoaster. He’s also the founder of some music sites you may have heard of, including Noise Creep (2009) + Buzzgrinder (2001). He’s anti-Facebook, anti-clickbait, and anti-growth hacking. You should most definitely follow him on Twitter. Yes, right now.

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Every Independent Musician Needs A Patreon Account

Here’s something you have probably heard said every single year for as long as you can remember: The music industry is not what it once was. The various meanings behind this cliche are far too numerous to count, but more often than not those complaining about the changing of the tides are referencing the changes in consumer behavior and how that impacts the bottom line. Albums are still being made and sold, but not at the same rate the were even a decade ago, and there is now an entire generation of young people who have never needed to enter a record store in order to find music from their favorite artists. Heck, it’s possible record stores don’t even carry the artists kids enjoy today because many modern musicians are releasing everything online in order to forge a direct connection with the audience. Who needs a middle man when you have MP3s, right?

You cannot stop the changing of the tides just like you cannot stop the constant evolution of consumer behavior. The best anyone in music or entertainment can hope to do is adapt, and even that is far easier said than done. There are hundreds of ways to engage music fans in 2016, from Twitter and Facebook, to more niche platforms like Tumblr or Periscope. The key for the longest time has been for artists to find where their fans already exist and connect with them there, but thanks to the emergence of Patreon a new way to engage has arisen, and it has benefits for fans and artists alike that no other platform can offer.

Patreon, for those unfamiliar with the service, is a way to get paid for creating the things you’re already creating (videos, songs, etc.). Fans pledge a few bucks per month OR per thing you release, and then you get paid every month, or every time you release something new (whether it’s on SoundCloud, YouTube, your own website, or anywhere). In exchange for their contributions, fans receive the content you create, as well as access to a contributor only portal that is controlled by you, the content creator. This space can be used to send updates regarding new projects, links to free downloads, or anything else you can think to share with those who give a damn about what you desire to create. Unlike other social networks or sales platforms, Patreon provides a space for creators to connect directly with those who are financially supporting their dreams, and in turn fans are able to see the result of their contributions.

The appeal of Patreon should be clear already, but as further proof of the service’s ability to help artists further their career I want to take a brief look at the Patreon page created by rapper MC Lars. Anyone familiar with the world of alternative hip-hop would know MC Lars has been a creative force in music for over a decade at this point, and in that time he has toured the world several times over while releasing a slew of albums, EPs, and singles through various record labels and imprints. Lars has been working for years to have more control in the distribution of his music, and thanks to Patreon he now has that power. Fans who contribute to MC Lars’ page are committing to give Lars money for every single song he releases, and in exchange the rapper has promised to release two new songs every month. Some tracks will be from upcoming releases, but others will be exclusive to Patreon backers. In addition to this offering, Lars has created contribution tiers that offer additional rewards for people who choose to pledge more per song. Everything from a digital discography download to a concert held in a contributor’s backyard are available, and it’s likely new rewards will be added in time.

For a better idea of what Lars has planned, here’s the man himself explaining the purpose of his Patreon page:

Lars’ page has been up for less than a month, but already has commitments from contributors totaling nearly $800 per song he releases. While we could debate the amount of money generated from a typical single all day, $800 in exchange for a new track you don’t have to promote or really market in any way at all is quite the deal. At two songs a month, Lars is already poised to bring in $1500 a month from Patreon. Add to this money he receives from touring and merch sales and you have a reliable source of income that is highly likely to grow in time. Even if it doesn’t, which would be absurd, Lars is going to bring in more than $15,000 from Patreon alone in 2016.

I cannot promise you will see the same kind of response from your audience as Lars has seen from his, but every penny counts. Patreon makes it possible for creators to connect with their most dedicated fans and further their own artistic endeavors with the knowledge there is an audience willing to pay for whatever they create. This helps not only alleviate stress, but costs as well, which ultimately allows you, the creator, to focus more of your time and energy on your craft.

James Shotwell is the Marketing Coordinator for Haulix. He is also a professional entertainment critic, covering both film and music, as well as the co-founder of Antique Records. Feel free to tell him you love or hate the article above by connecting with him on Twitter. Bonus points if you introduce yourself by sharing your favorite Simpsons character.

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Journalism Tips: 5 Ways To Generate Income With Your Music Blog

Before we begin, let me just say that if you’re getting into music writing to make money you have undertaken a fool’s errand. There are far easier, much less aggravating ways to earn a few dollars, and most don’t even require you to formulate original ideas on a regular basis. Music writing is a passion project through and through, with the return rarely matching the work put in, but for those who manage to cultivate a community of dedicated readers there are ways to profit from your endeavors. You might not make it rich. In fact, I can almost promise you that will never happen, but if you work hard and prove yourself to be an upstanding industry professional there is money to be earned.

What follows are a series of tips and tricks for generating income with your music writing efforts that I have learned over the better part of the last decade. Some are obvious, others require a willingness to be honest with your readers in a way some might not be comfortable with, and still others will require a good relationship with the labels and publicists you interact with on a regular basis. I cannot tell you which will work best for you, but there is no reason you cannot try them all. Experimentation is great way to learn what does and doesn’t work for your site. Keep an open mind, be patient, and in time at least one of the following methods will help cover the numerous costs associated with being a music writer in 2015.

GOOGLE ADSENSE

Remember when I said some of these suggestions would be a bit obvious? Google Adsense has been the most reliable source of traffic based income for as long as I can remember. Anyone with a site can signup, and approval of your site usually happens within 24-hours. The return for clicks and views is incredibly low, but that is simply the state of the digital advertising market today. For those looking to dip their toes in the monetization game, this is the perfect place to start. Just don’t be surprised if it takes a long, long time to see any substantial return. Click here to learn more.

DISQUS

Disqus is a commenting system used by most music blogs operating today. The company behind the platform has developed a special program that rewards site owners with cash in exchange for comments and little a bit of ad space. This feature involves the use of a discovery box, which is a native place where your visitors finds related post on your blog or website, as well as the internet as a whole. You can set how much exposure these related posts get within your Disqus admin control, but know that you make more with increased exposure. Click here to learn more.  

SPONSORED POSTS

For those who believe they are the best dealers of ad space on their site, Sponsored Posts may be the way to go. A sponsored blog post is a blog post which you are paid publish on your blog. It may be written by you or by the advertisers. It could be about anything, from a list of reason why one brand of headphones is better than another, to a preview of the most anticipated acts at a particular festival. The person buying the sponsored post will usually dictate the type of content they want to receive, but it may be on you to create the post. Every situation is different, as is the rate people are willing to pay for such placement.

In accordance with FTC regulations you should always mention that it’s a sponsored blog post, usually at the end of the post with a byline such as: “This blog post was sponsored by (sponsor name here)”

The biggest issue with sponsored posts is usually that bloggers do not know what to charge sponsors, and as a result they end up doing a lot of work for very little money. If you choose to pursue this path of monetization, know what you want going in, and make sure you have the analytics and facts needed to back up such a request.

AD NETWORKS

Ad Networks are one of the more reliable ways to generate money for your site without running the risk of having ads from companies/products you don’t know appearing on your front page. Sites enter into revenue sharing agreements with ad networks, typically allowing the network to take a sizable cut in exchange for curating and placing relevant ads on the site. Some networks deal with genres, while others deal with industries as a whole. Some of our favorite ad networks include Blast Beat and The Laugh Network.

PATREON

This may be our favorite form of monetization in existence today, if only because it does not require third party ads or content to appear on your site. Patreon is essentially a digital tip jar where readers can pledge to contribute monthly to your site’s continued existence. For as little as $2 a month anyone can become a supporter of your organization. Signup only takes a few minutes and, unlike most services Patreon does not take a single cent from your contributions. You do, however, have to pay taxes once the funds received surpasses $600 in a single year. Click here for some tips and tricks to help maximize your Patreon experience.

James Shotwell is the Marketing Coordinator for Haulix. He is also a professional entertainment critic, covering both film and music, as well as the co-founder of Antique Records. Feel free to tell him you love or hate the article above by connecting with him on Twitter. Bonus points if you introduce yourself by sharing your favorite Simpsons character.

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Support Journalism: Consider Patreon-izing The Runout

It’s true that starting a blog on platforms like Tumblr come with no initial cost, but anyone trying to make a legitimate site knows that going the ‘free’ route rarely results in success. Just to get on the radar of most publicists you at least need a URL, which comes with an annual cost, and unless you have a strong grasp of coding you will likely have to pay for site customizations at some point along the way. You may also incur server costs, which range anywhere from ten bucks a month to thousands of dollars every year, and as you grow the rate will continue to go up.

The point I’m trying to make is that, while arguably incredibly cheap compared to barriers preventing entry into other industries, there is some cost associated with creating and maintaining a proper music blog. Most will pay out of pocket at first, but as a site begins to flourish the cost of upkeep can often become too much for some people to afford on their own. This leaves them with only a handful of options, the most popular being to either allow advertisements or shut down completely. Neither of these are necessarily the best options, but all too often they’re the only ones most writers consider. 

Recently, a service called Patreon has been rising in popularity. The service, which admittedly was not created with blog owners in mind, allows anyone to create a donation/support system for their project. People can choose to donate as little as $1 a month every month or they can opt for a one-time payment. Additionally, projects and websites seeking support can offer gifts/rewards to people who support their efforts. It’s kind of like Kickstarter, except the funding period never ends.

The reason I tell you all of this is because one of our favorite sites, The Runout, has recently launched a Patreon page in hopes of finding reader support for their ongoing efforts in punk journalism. You can read a message from the site’s founder, former featured professional Bryne Yancey, below:

It’s that time. We’re eight months into The Runout’s existence, and now I’m going to ask you nicely for something.

I was laid off from my day job at the beginning of 2015, a day job that essentially paid for The Runout to keep going; the site had no income, per se, so I used my own, like everyone tells you you’re supposed to do when you love something. I didn’t mind doing it, but given what my income was (small), it was far from a sustainable model. I knew that.

I really, really don’t want ads on The Runout. I’m guessing the majority of you don’t want them either. You know how everyone says the separation of church and state doesn’t really exist? Neither does the separation of advertising and publishing. I don’t want The Runout’s content to be influenced by ad partners. I’ve been in meetings with ad departments before where some, not all, but some editorial coverage was bargained over based on who was spending the most ad dollars that month. Even recognizing it as a necessary evil in that situation for keeping the lights on and everybody paid (I don’t know for sure, but I would guess that almost every magazine functions this way to some degree), it was routinely as soul-crushing as it sounds.

I didn’t get into this to placate ad partners, but I can’t feasibly keep The Runout going on income earned as an underemployed freelancer. So I’m asking you to help.

We’ve set up a Patreon page (thanks to PropertyofZack for the inspiration) where you can donate as little as $1 a month to keep The Runout up and running and constantly improving. If even 20% of our followers on tumblr gave $1/month, I could afford to run the site full-time, like, *as my job.*
There are also higher tiers, where if you give more, we will give you more in return:

—For $5 a month, you’ll get access to a monthly, members-only podcast that will feature roundtable discussions of topics covered on the site, interviews, new music and more.

—For $10 a month, you’ll get access to the podcast as well as a membership in our new mix CD club. Every month, we’ll mail you a new CD with tracks curated by The Runout’s contributors and special guests. The CDs will be themed each month, with artwork, liner notes and all kinds of other cool stuff. If you don’t want CDs but want to join at this level anyway, we’ll send you digital files instead. But as a 30 year-old, CDs are cooler, in my opinion.

—We’re also taking pre-orders for a year-end zine. For a one-time donation of $25, we’ll mail you a year-end physical zine with some of the site’s best work, as well as exclusive essays, interviews, artwork and more. We’ll package the zine with some music and other stuff to make it even more worth the price.

Check it out here, and please give if you can. Thank you.

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