In the Mashable post that went live on Friday afternoon, one of the artists that we featured was Panacea, a hip-hop producer/MC duo from Washington D.C. After the post went up I wanted to expand on their project and break down how they were able to successfully hit their goal of $3,800 in only a few days and then exceed that goal as they approach the $5,000 mark.

Jeremy Caverly, the Director of Digital Media and Promotion for Panacea shot an awesome video the breaks down the Kickstarter campaign and how they were able to use a direct to fan sales strategy and get their fans to fund this amazing project. Spoiler alert – their email list crushed it.

Panacea’s Kickstarter Project via Jeremy Caverly

Some highlights from the video:

• The service they used was Kickstarter.com to launch a vinyl press of Panacea’s new album, 12 Step Program
• @neosonix is the Twitter handle of Panacea producer Murdock
• They wanted to do a limited press of vinyl and have an even smaller number of copies be hand numbered and signed
• The higher tiers of products were more popular ($25 and $35 levels)
• Number 1 driver of traffic was the email list
• The list was only about 2,000 people
• They had 2 higher levels at $100 and $200 and sold out of each with 5 spots
• These 2 tiers resulted in $1,500 or 30% of the entire project goal
• These 2 tiers came from 10 fans or .5% of their email list
• The higher levels provided more value without increasing their hard costs (makes fans happy and makes group more money)
• The result is that they have a fan funded project and new inventory that they spent NO upfront costs to produce

I really want to thank Jeremy for making the video. I also want to apologize for butchering his name in the Mashable piece. My sinceriest appologies. If you want to connect with Jeremy, please do so at

Twitter – @jeremycee

Email -jwc@jeremycaverly.com

As Jeremy mentioned in the video, this is the stuff we are teaching in the New Music Economy as well as Label 2.0. If you are looking to learn some cool stuff to help your music career, you can check both of them out. The New Music Economy is a one time course and Label 2.0 is continuing education in the music marketing and music businesses areas. In fact, we are having a live call tonight on list building (you know – the same mailing list stuff that was the number 1 traffic driver for the Panacea project!).

So thanks again Jeremy and go check out Panacea.

Please feel free to shoot over comments or questions and Jeremy along with myself will be sure to set you on the right path.