GiggedIn is Australia’s first and only crowdfunding and ticketing platform for live music. Founded by CEO Edwin Onggo, it works in the same way as Kickstarter – but instead of funding products, people fund concerts. Fans prepay for show tickets, and the gig goes ahead only if enough tickets sell. Otherwise, the concert is canceled and no one gets charged.
Onggo, a self-proclaimed “die-hard music fan from day one,” wanted to see if Kickstarter’s model could be applied to concerts. Since its launch last year, GiggedIn has gotten at least 500 bands to sign up and helped make concerts happen, including the first professional show of four street buskers. Most gigs funded through the site typically attract an audience of 50 to 500 people.
“For a small band, the hardest part of going on tour is the unknown revenue,” says music business professor David Herrera. “Most venues pay bands a percentage of ticket sales. You could have a great night or a terrible night, and you won’t know until people show up – or don’t.”
For artists, promoters, and venues, there’s less risk with GiggedIn as the audience is guaranteed. And while there are other platforms that offer similar services, none prepays for tickets. Artists who use GiggedIn have to be willing to do some work to get the word out, though. “The bands who’re successful are the ones who really work hard at self-promotion. You can’t just upload a music video to Facebook and expect people to care,” says Onggo.
GiggedIn is backed by digital agency and venture tech company BlueChilli. Headquartered in Sydney, BlueChilli supports innovative online businesses through its global offices and incubators in Sydney and Melbourne. GiggedIn is currently available only in Australia, but Onggo plans to expand the service to Europe and the US in the future.