The Promise of Kickstarter: Extents to Which Social Networks Enable Alternate Avenues of Economic Viability for Independent Musicians Through Crowdfunding

• Main Author: Cynthia Wang
• Format: Article
• Language: English
• Published: SAGE Publishing 2016-08-01
• Series: Social Media + Society
• Online Access: https://doi.org/10.1177/2056305116662394

Since its inception in 2009, Kickstarter, a crowdsourced funding site, has been a platform for independent creative projects to get funding, ostensibly providing alternate routes of economic viability outside of a traditional framework of creative production and distribution. Kickstarter comes onto the scene after the proliferation of online social networking sites, through which bridging social capital ties are more easily maintained. This article investigates the ways in which independent musicians have used Kickstarter in conjunction with pre-existing social networks to fund their album and sustain themselves and their artistic endeavors economically while also exploring how social networks provide ways for these “Kickstarter campaigns” to reach potential backers (funders). Through three online surveys targeting musicians, their backers, and general Kickstarter backers, yielding a total of 61 respondents, this article finds that pre-existing personal social networks and relations are imperative to the successful funding of Kickstarter campaigns.