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The Tree Ring's Capital Idea

"Generous Shadows" is an appropriate title to Tree Ring's new record
"Generous Shadows" is an appropriate title to Tree Ring's new record

When the Tree Ring went looking for seed money to produce their debut CD Generous Shadows, they turned to Kickstarter, a global web platform where self-starting artists can carry out donation drives. When they launched a drive in September, Tree Ring members set a goal of $5000. By the November 7 deadline, contributions had reached $6236 from 225 donors.

“The money,” says the Tree Ring’s Joel West, “was to pay the engineer [Chris Hobson], to pay Biggi [short for Birgir Jon Birgirson, who mixed the record], to pay for the mastering, and to produce the physical records.”

Generous Shadows was recorded in an Idyllwild cabin and mixed in Iceland by West and Birgirson at Sundlangin Studios.

The Tree Ring’s Kickstarter page offers a short video, some band history, and CDs for $10 each. “We filmed a piece of one of the new songs,” says violinist Kelly Bennett, “and we explained what we were trying to do. We named Biggi and some of the other producers we were considering.”

The page also offers different pledge options like those used by public radio stations for their funding drives. For example, for $40 a donor could get a signed screen print, a digital download, 12-inch vinyl, a Tree Ring T-shirt, and a 7-inch single.

“It’s kind of NPR-style brackets,” agrees West during band practice in his Golden Hill home with members Darla Hawn, Doug Welcome, and Bennett. “A lot of bands will give you a free guitar lesson or put your name on the album. But we just chose to do it like capitalists, like a presale.”

Why not go direct and cut out middleman Kickstarter, which keeps 5 percent of the artists’ haul? Bennett says the answer to that lies in the concept of legitimacy.

“It’s a little bit of an assurance [to the donors] that the project is going to get done, as opposed to if we each just started collecting 20 bucks from our moms or something.”

As of this writing, West says the band is still waiting for the Kickstarter money. He explains that on November 7 donors’ credit cards were charged and deposited into the Tree Ring’s Amazon account, but that some charges didn’t process correctly. “Most people with any issues resolved the problem, but there are a number who have not done so yet.”

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"Generous Shadows" is an appropriate title to Tree Ring's new record
"Generous Shadows" is an appropriate title to Tree Ring's new record

When the Tree Ring went looking for seed money to produce their debut CD Generous Shadows, they turned to Kickstarter, a global web platform where self-starting artists can carry out donation drives. When they launched a drive in September, Tree Ring members set a goal of $5000. By the November 7 deadline, contributions had reached $6236 from 225 donors.

“The money,” says the Tree Ring’s Joel West, “was to pay the engineer [Chris Hobson], to pay Biggi [short for Birgir Jon Birgirson, who mixed the record], to pay for the mastering, and to produce the physical records.”

Generous Shadows was recorded in an Idyllwild cabin and mixed in Iceland by West and Birgirson at Sundlangin Studios.

The Tree Ring’s Kickstarter page offers a short video, some band history, and CDs for $10 each. “We filmed a piece of one of the new songs,” says violinist Kelly Bennett, “and we explained what we were trying to do. We named Biggi and some of the other producers we were considering.”

The page also offers different pledge options like those used by public radio stations for their funding drives. For example, for $40 a donor could get a signed screen print, a digital download, 12-inch vinyl, a Tree Ring T-shirt, and a 7-inch single.

“It’s kind of NPR-style brackets,” agrees West during band practice in his Golden Hill home with members Darla Hawn, Doug Welcome, and Bennett. “A lot of bands will give you a free guitar lesson or put your name on the album. But we just chose to do it like capitalists, like a presale.”

Why not go direct and cut out middleman Kickstarter, which keeps 5 percent of the artists’ haul? Bennett says the answer to that lies in the concept of legitimacy.

“It’s a little bit of an assurance [to the donors] that the project is going to get done, as opposed to if we each just started collecting 20 bucks from our moms or something.”

As of this writing, West says the band is still waiting for the Kickstarter money. He explains that on November 7 donors’ credit cards were charged and deposited into the Tree Ring’s Amazon account, but that some charges didn’t process correctly. “Most people with any issues resolved the problem, but there are a number who have not done so yet.”

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4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
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