WORK :: MARKETING
FEED THE ARTS
Feed the Arts is on a mission to revolutionize online funding for creative projects. Called TimeFunding, their model removes many of the engagement and accountability challenges that can be associated with crowdfunding.
Their platform lets fans browse content, watch videos, play games, and more, converting their online time into a virtual currency called Arts Cash. Fans can then donate their Arts Cash to fund artists’ projects they like. Once a project achieves its funding goal, Arts Cash is converted to real dollars and paid directly to an identified service provider—for example, a music studio—so the artist can make his or her vision a reality.
While Feed the Arts had been in operation for some time, they needed to upgrade their online experience and drive new users to the site. Zimmet Group generated media buzz and a high volume of new user signups through a launch event.*
The launch event helped grow the active online community by 60x.
The mission of Feed the Arts led directly to the brand elements—logo, visuals, and tone—we created to revitalize their image.
The Feed the Arts platform is complex, managing the advertising and Arts Cash-generating content that fans consume as well as giving artists the tools they need to promote their projects.
We re-envisioned the entire user experience, making it easy for fans, artists, and service providers to benefit from the site.
Fans could interact with other fans and artists using social feeds and accumulate Arts Cash through a number of online activities and challenges.
Service providers could promote their offerings to an ultra-targeted audience, giving them a simple route to new revenue.
And, artists could promote their projects through Feed the Arts’ community and events using provided on-site and social media tools, then benefit from working with pre-vetted, prepaid service providers.
To support the site re-launch and the artists that depended upon it to fund their passions, it was time to reactivate and expand the TimeFunding community. In short, it was time to throw a spectacular party featuring Feed the Arts artists!
Six musical acts, including two-time Grammy winner Ms. Monét, provided hours of entertainment. A silent auction showcasing dozens of autographed items from A-list celebrity artists, including Steven Tyler, Al Pacino, and Lady Gaga, helped boost Feed the Arts funding reserves. The event was attended by close to 500 people, including artists, fans, service providers, and industry influencers.
Special guests, including Michael McDonald of the Doobie Brothers, also appeared throughout the night to honor the talented arts community in Rochester and to promote Ms. Monét on her new album release.
*Following the launch event, Feed the Arts took the management of their brand and site in-house.
Both have changed significantly since our involvement.