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Crowfunding Music In China (Chinese version)
Crowfunding Music In China (Chinese version)
By Ailun Zhang
(more articles from this author)
2013-08-06
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创意众筹的中国玩家

世界上第一个众筹网站Kickstarter于2009年在美国诞生。两年后的 2011年7月,“点名时间”上线,并且成为了目前中国最大的众筹网站。

“我们的梦想是做一部深深打动人心的动画电影,带给少年爱与信仰的力量。”在 “点名时间”的网站首页上,仍在制作中的知名动画电影《大鱼·海棠》的主创者的这句话打动了许多网友,很多人纷纷点击网站页面上的“支持”键,于是,少则十来元、多则几万元的资金,源源不断地涌向了影片制作方的资金池。

到目前为止,《大鱼·海棠》,在网上共获得3594位网民支持的1582500元,其中两笔资金的金额多达50万元。众筹,俨然成了文艺青年为艺术梦想埋单的新方式。

对于其网站的定位,“点名时间”有一个非常文艺范儿的自我介绍:“一个支持创意和梦想的乌托邦。”在这里,云集了许多想要实现梦想的创业者和他们的项目,其中有一半左右的项目都属于文化创意类,包括影视、音乐制作、文艺演出等。这些项目需要筹集的资金少的大约要几千元,多的则高达上百万元。

除了最著名的 点名时间之外,目前活跃于中文互联网世界的众筹网站还有分享创意追梦网、垂直于音乐的 乐童音乐、主打独立电影的淘梦网、专注于创意产品实现的 亿觅、偏设计类创意的 觉Jue.so等。

众筹和独立音乐界的合作也在悄然开始。摩登天空,中国最大规模的独立唱片公司,决定和追梦网携手,促成音乐和众筹的碰撞。未来,摩登天空将把创意众筹模式运用到音乐人和音乐产品的制作、宣传和推广中去;追梦网则会继续为音乐项目提供优质的平台和服务,帮助音乐人展示自我、凝聚人气、获得市场、扩大影响。双方都希望借此促成合作和跨界,为独立音乐产业做出一些新尝试。

而经过周密的筹备,摩登天空和追梦网合作的第一个项目即将上线。2013年,因为一首《董小姐》在网络上的疯狂传唱,使得歌曲的创作者宋冬野突然地走进了所有人的视野。这个正在筹备首张个人专辑的音乐人,成为了中国独立音乐的一个热门话题。在其新专辑《安和桥北》发行之际,摩登天空和追梦网将携手合作为其打造了展开全国百站巡演的计划。

火锅音乐旗下的滑板朋克乐队LARRY'S PIZZA,也通过点名时间为乐队首张专辑的日本录音计划展开了众筹.

他们计划于10月初奔赴东京,用两周的时间录制这张专辑。这张专辑的制作人是日本朋克名厂KICKROCKMUSIC的主理人、GOOD4NOTHING、SECRET7LINE、SMASHUP等多支日本朋克名团的制作人KICK。专辑录制完毕之后计划将于2014年春天发表,之后乐队将进行新专辑的全国巡演。

但是总的来说,众筹对于中国的本土音乐人来说尚且是新鲜事物。相对于kickstartesr上海量的成功音乐项目,在点名时间和追梦网等中文平台上的音乐众筹依然是寥寥可数。

知名乐评人耳东认为,目前国内的音乐众筹项目最缺乏的,一方面是很多众筹发起者无法证明自己的产品是优质的,发起人往往只给出一个很简单的内容展示,缺乏说服力。另一方面,大家设置的门槛也普遍较高,大多都是从50元起价。实际上,用户的行为是跟社交媒体关联的,项目的门槛越低,参与的用户越多,他们在社交媒体里的传播效果就最好。在一些成功的众筹案例中,出资一块钱的用户恰恰成为了进行传播的主体。

“点名时间”首席执行官张佑认为,在众筹的过程中,项目发起人的包装能力是非常重要的,往往讲一个好故事就能带动很多支持。他认为,目前很多项目的发起人包装能力有限,有的甚至无法清楚表述自己的意图,更缺乏足够的魅力展示。另外,一些项目发起人过于追求商业结果,也很难成功实现筹资。

除此之外,众筹模式想要在中国推广还面临着很大的困难。目前这些新兴的众筹网站依然只能说是勉强生存,究其原因无非是以下几个:
1.募捐这种方式在国内没有被广为接受,而在欧美,募捐是很常见的,大到选总统,小到很小的活动;
2.几个非法集资案的判决让人对募捐这种方式心存畏惧;
3.知识产权的保护不成熟;
4.创意难以转化为收益。


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