B04 - Online Collaboration, Crowdsourcing, and Influencers

Crowdsourcing & Crowdfunding 

Crowdsourcing is the process of obtaining ideas or services from a dispersed crowd, often online. Companies/organizations use it for problem-solving, innovation, or gathering public input. Crowdfunding, on the other hand, involves raising small amounts of money from many people to fund a project, business, or cause. People can use platforms like GoFundMe or Kickstarter. Crowdsourcing and crowdfunding both leverage the collective power of a large group, but they serve different purposes. Crowdsourcing focuses on contributions of knowledge or labor, whereas crowdfunding is solely about financial support. 

People may participate in crowdsourcing for a number of reasons. Sometimes, reward incentives are offered. Maybe there is a chance for recognition, or a chance to influence a project's direction. In crowdfunding, financial supporters may receive exclusive content or perks/early access. And, in both crowdsourcing and crowdfunding, many will contribute solely because they are passionate about the project/organization/individual seeking help. 

Crowdsourcing in the Music Industry 

Crowdsourcing can play a significant role in the music industry. The practice encourages artists/labels to engage with listeners and fans, or gather creative input on certain aspects of a project. This gives artists the opportunity to involve their fanbase in their creative process, like song ideas, tour themes, and sometimes album artwork. 

Nine Inch Nails encouraged their fans to remix their work as a form of promotional crowdsourcing for the release of their 2008 album Ghosts I-IV. Because it was an instrumental album, fans could more freely interpret the music. By releasing the project under a creative commons license, fans were legally allowed to modify tracks or create works inspired by them. Nine Inch Nails’ founder/member Trent Reznor also encouraged fans to create their own visuals inspired by the album. The band hosted a “Ghosts Film Festival,” where fans were invited to make short films/music videos inspired by the music. Fan-made video and album artwork were featured by the band, creating a crowdsourced visual experience that doubled as a promotional campaign. Fans got to feel involved as the band interacted with their creations and remixes. 

Creative crowdsourcing can be extremely valuable. Platforms like Indaba Music and Splice enable artists to share unfinished tracks or production assets. Producers and musicians worldwide can contribute beats, instrumentals, loops, vocals,etc. Collaborative platforms like this can help independent artists produce higher quality music without resources from major record labels.

Additionally, crowdsourcing can be used to solve industry bugs, like an app interface issue or distribution problems. Usually, the public will notice and voice their concerns online, often offering a solution as to what they’d prefer, sparking an organic opportunity for crowdsourcing. Record labels and streaming services also use crowdsourcing for data analysis and marketing. Spotify, for instance, relies on user activity, listener feedback, and user-generated playlists to refine its recommendation algorithms. The spirit of collaborative listening algorithms has been alive since radio stations encouraged listeners to call in or vote on which songs should be played. Even music festivals have utilized crow-sourcing for lineup decisions, allowing fans to vote on which artists should perform. Crowdsourcing in these ways creates a more interactive experience.

Crowdfunding — What can it do for independent artists? 

Crowdfunding can provide independent artists with direct financial support, allowing them to fund albums, tours, and marketing without relying on labels. And, unlike a traditional label deal, where profits are shared, crowdfunding allows artists to own their masters and distribute music on their terms. Crowdfunding campaigns also build fan loyalty, as contributors receive perks like exclusive content, signed merchandise, or pre-show performances. Additionally, crowdfunding serves as market validation—if fans are willing to invest, it proves demand exists, making it easier to secure gigs or sponsorships. 

Crowdsourcing Ideas for Small Musical Artists 

Crowdsourcing is something any indie artist can participate in, even just through social media platforms. Here are some simple ideas for small artists who want to strengthen the relationship with their fan-base: 

1. Instagram Poll 

Create a poll on your Instagram story or under a grid post. These polls could be asking fans to choose new lyrics, vote on merch design, and have an input in set lists. 

2. Tik-Tok Duet Challenge 

Tik-Tok has a unique feature that allows users to duet with another user's video, pasting the new video side-by-side with the old one and re-uploading it. Artists have used this to create dance challenges, lip-sync challenges, art challenges and more, while involving their fans in the promotion of their music. 

3. Collaborative Music Video with Fans    

Fan-made tribute music videos have existed for some time, but sometimes artists ask fans to participate in their official music videos. In 2024, independent pop artist Meg Smith encouraged fans to contribute clips of themselves dressed up, dancing, and lip-syncing to her single “Emotional Affair.” The result, compiled by Smith, was an adorable celebration of her fans, which she refers to as “meg heads.” Smith’s official music video for “Emotional Affair” is a great example of creative crowdsourcing for independent artists.