The Comeback Kids: Rvng's Frkwys 12" Project

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Frkwys’ Excepter 12” project has been a personal favorite of ours because it combines three things that we love: deluxe vinyl, Excepter (a Brooklyn noise/psych band), and Throbbing Gristle (one of the most legendary industrial bands ever). The project’s first two backers were both Kickstarter staff, and we’ve been eagerly awaiting our copies ever since.

There was only one problem, though: the project seemed like it was headed for failure. In its first six weeks, the project had mustered only about $600 in pledges — far short of its $2400 goal.

But then yesterday happened.

Out of nowhere, the project started gaining traction, getting more and more backers. By the end of the day, the project had surpassed its goal. After six weeks of very little action, how in the world did this project get funded in one measly day?

We emailed Matt, the head of Rvng (the small Brooklyn label doing this release), and asked him what had happened. Here’s his response.

How much money had you raised three days ago?

We were a little over $600 and only 23 days out.

How much money has your project raised now?

We are at $2661 thanks to forty generous backers. Still taking pledges and thinking of offering an MP3 series subscription to the incentives.

Can you tell us what happened in between?
Simply put, we hit up our list of Rvng friends and fiends that have supported the label in the past with purchases through our web site. It’s not a massive list mostly because the same thousand loyalists buy out our limited pressings. A couple bloggers within that base helped champion the message and voila!

How had you funded your records in the past?

RVNG was founded with personal investments. The label is self-sufficient now, we just go out on an ambitious limb from time-to-time and realize we don’t have the proper cash to see a project through. Our eyes are bigger than our bank account.

Anything else you wanna share?
The Kickstarter experience has been interesting. Definitely learned fast it takes your own support base to really make a project take off. I can’t wait to launch another project that doesn’t necessarily promise a tangible trade off. Or at least one ambitious/far out enough that it absolutely depends on fundraising to become real/tangible.

Well done, Rvng! And just for reference, here’s the email they sent to their mailing list:

Rvng Friends & Fiends.

While we’re still amidst the purple haze of the Purple Brain, we’re incredibly excited to announce Rvng’s first original release, the Excepter edition of our new FRKWYS 12” series.

In typical Rvng fashion, add an E and a couple As to those consonants and you’ll see a play on the name of the legendary Folkways record label founded by Moses Asch in the late 40s to document sound and movement in music from around the world.

Our FRKWYS (FREAKWAYS) 12” series pairs contemporary artists and their progenitors by way of remix, reinterpretation, and original collaboration. Like the Folkways releases, each installment in the FRKWYS series lives under a thematic banner (albeit sometimes loose) and explores a different facet of electronic music.

The first release in the series features collaborations from NYC’s industrial pranksters Excepter with Chris Carter and Cosey Fanni Tutti of Throbbing Gristle and Chris & Cosey, JG Thirwell of Foetus and his many alter egos, and Jack Dangers of Meat Beat Manifesto. We’ve set the bar pretty high.

Like the Rvng of the Nrds series, the devil is in the detail. We are housing these limited edition 12”s (900 / pressing) in seemingly simple but financially devastating package using classic tip-on style jackets wrapped in black leatherette and overlayed with Frkwys “family portraits”, creating a truly substantial and archival feel.

We thought we’d try something a little different by championing Frkwys through Kickstarter, a fund raising platform for the arts. If you can’t afford the slightly higher 12” retail price offered at the $18.00 pledge (including shipping within the US, prices vary internationally), you can still offer a minimum pledge of $1.00. Pledge $5.00 and you’ll get the 320 kbps mp3s of the 12” + a pin and sticker. Whatever you contribute ensures the record will be released certainly and gloriously.

Here’s the kicker (pun intended?), we’re offering a “one shot only” 100 subscriptions to the series through Kickstarter. This will get you the entire 10 part series + many bonuses along the way at an extremely discounted price. Once the subscriptions are sold and the Kickstarter project complete, we won’t offer them again.

Btw, all 12”s + digital downloads pledged / purchased through Kickstarter will ship August 15th from our Brooklyn offices.

We only have 24 days to hit our goal and we’re just seeing momentum, so please check out our project landing page here:

http://www.kickstarter.com/projects/rvng/frkwys-excepter-12-a-future-now-series

There’s quite a bit more info about the series, so feel free to spread the word to your blogosphere, friends and family. As always, we appreciate your support dearly.