The Art of Content Monetization:Successful Crowdfunding for YouTube Creators and Artists

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Josef HolmJosef Holm is the CEO and co-founder of TubeStart, a crowdfunding community for YouTubers and digital video creators.

Josef created TubeStart with the unique requirements of YouTube creators in mind, offering specialized features not found in generic crowdfunding platforms. TubeStart features "Subscription Based Crowdfunding" which allows creators to run monthly recurring campaigns that supporters can subscribe to.

As an active member of the crowdfunding community, author, speaker at SXSW V2V, Social Media Week LA and other major crowdfunding and social media events he is a passionate advocate of crowdfunding and the paradigm shift it brings along with it.

@josefholm@tubestart

www.tubestart.com

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@josefholm

Joy SchofflerJoy Schoffler is the Principal of financial services public relations firm Leverage PR and is an active member within the crowdfunding industry. In addition to sitting on the board of the CF50, a global think tank for the emerging crowdfunding industry, Joy also sits on the boards of the two leading crowdfunding professional associations, the Crowdfunding Professional Association (CFPA) and the Crowdfunding Intermediary Regulatory Advocates (CFIRA).

Joy is a contributing author for the upcoming DealFlow Media, Wiley-published book, “Crowdfunding: The Definitive Guide to Raising Capital on the Internet” and regularly writes for a number of outlets.

@joyschoffler@leverage_pr

www.leverage-pr.com

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@joyschoffler

Chris Camillo

Chris Camillo is one of the world’s top ranked self-directed investors and the author of Laughing at Wall Street. Chris is an investment subcommittee co-chair of CFIRA (Crowdfund Intermediary Regulatory Advocates). His current endeavor is the production of “Crowd of Angels” – a documentary film on The Crowdfund Exemption portion of the JOBS Act.

A pioneer in the emerging fields of social chatter arbitrage investing and equity crowdfunding, Chris and his book have been featured on Fox Business Network, Bloomberg TV, CNBC.com, Forbes.com, the Washington Post, The Street and Businessweek. Chris regularly speaks about the benefits of securities-based crowdfunding and other alternative funding models for entrepreneurs and small businesses.

@chriscamillowww.chriscamillo.com

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@chriscamillo

Evan AsanoEvan Asano founded Mediakix in 2011 to help brands reach passionate audiences through online influencers on YouTube, blogs, and emerging social channels in the home, fashion and lifestyle space. Mediakix’s clients include: BeachMint, Fab, HauteLook, James Jeans, Shoedazzle and others. Mediakix has grown to service over 20 clients and work with a network of over 500 publishers and YouTube channels that include top blogs and influencers in the fashion, home, design, and lifestyle space.

As an executive at Revision3, one of the first YouTube networks, Evan saw how well audience responded and engaged with advertisers through sponsored and branded content. Revision3 was the leader in the YouTube space for branded content, working with top brands that included Ford, Netflix, Paramount, Sony Electronics, and Universal.

@josefholm@tubestart

www.tubestart.com

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@evanasano

Why Crowdfunding for YouTubers?

• YouTube’s AdSense isn’t paying the bills.

• No control over or access to subscribers.

• Build paying Off-YouTube audience & become less platform dependent.

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What are the different crowdfunding models?

• Donations

• Rewards

• Subscriptions

• Equity (aka securities-based crowdfunding)

• Royalty

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Donation/Reward Based Crowdfunding

Rewards-based crowdfunding is where contributions are exchanged for current or future of goods, services or digital content.

• Campaigns usually last 30-90 days and have a set financial goal.• Fixed Funding (Kickstarter model)• Flexible Funding (Indiegogo model)

Good for: One-off campaigns and projects (one time events, products, films)

Not so good for: Ongoing content production (frequent content creators, YouTubers, Artists, Bloggers, Podcasters)

Source: Crowdfund InsiderThe Ultimate Crowdfunding Guide

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Subscription Crowdfunding

• Subscription-based crowdfunding allows the crowd to subscribe to and support a campaign with ongoing monthly payments.

• This model supports ongoing production cost of YouTubers, Bloggers, Podcasters, or anyone who creates content on a regular basis

• No deadline, cannot fail, pays out immediately

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Equity-based Crowdfunding

Equity crowdfunding enables investors to pool their money to fund a for-profit venture in exchange for securities, and was legalized by April 2012’s JOBS Act. Currently, equity crowdfunding is available only to accredited investors—wealthier individuals and institutional investors that meet standards set by the SEC.

For content creators, this type of crowdfunding will allow fans to effectively own a piece of a new project—and realize a potential return on investment. Title III equity crowdfunding—wherein any investor can have access to private placement deals only available currently to accredited investors—is pending adoption/implementation of rules by the SEC.

Source: Crowdfund InsiderThe Ultimate Crowdfunding Guide

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Title II Crowdfunding—What is it?

BENEFITS:• Lifting of the solicitation ban means you can now advertise • Opportunity to “win” more investors to your business• Opens the door for more access to capital

WARNINGS:• Verification of accredited investor status is tighter• Compliance with regulatory rules a must (or tough penalties)• Only used legitimate crowdfunding platforms that

are Title II compliant

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Looking Ahead: Royalty Campaigns

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• Title III Crowdfunding - how does it affect entertainment industry?

• Royalty-based Crowdfunding• How will it work?

Alternative Revenue Streams for YouTube channels

• Affiliate revenue• E.g. Reward style

• Sponsored videos• CPC platforms

• E.g. MyLikes• Merchandizing

• Website – off YouTube site

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Off YouTube Website

• What content to share• Ancillary videos

• How to drive traffic to site• Through YouTube• Through social channels

• How to monetize• Branded deals• Advertising• Merchandizing• Affiliate revenue

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Crowdfunding for YouTubers

Tip 1: Export Your YouTube Subscribers to a Google+ Circle

Tip 2: Links through Annotations

Tip 3: Link From Your Video Descriptions

Tip 4: Post Campaign Updates to Your YouTube Channel Feed

Tip 5: Make Your Pitch Video Your Channel Trailer

Tip 6: Ask Fellow YouTubers for a Shout-out

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6 Free Ways to Direct YouTube Traffic to a Crowdfunding Campaign

Attracting Investors to Entertainment Projects

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• What is important to an angel investor, VCs, etc.?

• What motivates angels• Where to look for investors

Josef Holm @josefholmJoy Schoffler @joyschofflerChris Camillo @chriscamilloEvan Asano @evanasano

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For more information on Crowdfunding for YouTubers and digital video creators tweet @tubestart, email info@tubestart.com or visit www.TubeStart.com

Questions?