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anonymousad · 2 years ago

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crowdfund review: Arden Season 3

I was sent an anonymous ask telling me I should look at the crowdfunding campaign for Arden season 3. and so I did. and I definitely have some thoughts, though I'm sorry it took me this long to get them down because things have changed a bit since then (I've already had to adjust wording and update images twice because I'm slow).

here is the link to their campaign: https://www.indiegogo.com/projects/arden-s3-midsummer-in-new-york-city#/

as well as their prior campaign to fund season 2, as I will be referring to it at several point: https://www.indiegogo.com/projects/arden-season-2-a-town-called-elsinore#/

let's get started then.

First Glance, Let's Talk About Goals

so. that's a big number. $26,000 USD.

if you read my other crowdfunding review for Among the Stacks, I talked in-depth about how what you are asking for defines the expectations people have as well as what you need to make sure you provide. this is something to keep in mind as we look through this campaign, particularly because this is a big ask from a production that is established and wanting to appear very professional to justify this high of a goal.

let's compare this with their season 2 campaign. while you can't see the goal on old successful campaigns, it IS mentioned in that campaign video as being $6,000. that campaign wound up raising $17,167 from 461 backers, but the initial ask was VERY low in comparison to the current.

NOTE: there is a notably different set of numbers beneath these saying it hit $15,676 from 409 backers on Feb 19, 2020. I am not familiar enough with the intricacies of Indiegogo as a platform to be able to identify what this means exactly, but my guess is that that was the originally achieved goal when the campaign ended and maybe it has/had a feature where for a short time after the campaign you could still contribute? genuinely unsure, but we'll go with the number that the page highlights rather than this one.

I think it's also worth noting that this date of February 19th, 2020 was RIGHT before the pandemic hit, so people may have had more spare income such that this project could get $10k+ over its goal. I don't know if the overwhelming success of that campaign impacted the current one's goal being so high, but if it did that was probably a mistake because people just don't have that kind of money to spare anymore.

this campaign goal is set as "Flexible", as in they will get whatever is pledged no matter what, and I don't really have a problem with that usually, BUT. I will touch on why it feels a little bit different here towards the end of this post.

but let's hold off on digging too deep into those numbers just yet, we've got some stuff between us and the budget. there will be some.... thoughts in that section though, don't you worry.

The Video

2 minutes and 10 seconds is a length I can get onboard with. in comparison to their prior campaign video (4 minutes) it looks much cleaner and less amateur than the home-video style live action they used for the season 2 one, which I think is necessary for a campaign that asks this much. granted, it still feels very budget with just still graphics and stock images so I'm not particularly impressed by it visually.

the whole thing largely focuses on broadly covering the mysteries of seasons 1 and 2, interspersed with accolades and recognition, before giving the elevator pitch for the mystery of season 3.

as an aside, they tout their first season "being nominated at the Audio Verse Awards" on equal footing with Forbes calling them one of the 10 best fiction podcasts of 2018. all of us know the AVAs are just a "pay to get a nomination" thing, probably the least impressive thing they could be bragging about for anyone in the know. I have thoughts on that whole AVA thing as well, I'll probably put them together into a small post here soon.

but back to the video content. apart from addressing "people of Indiegogo" at the very start, it takes until the 1:38 mark for the video to even get to the point that it is telling you about a crowdfund and ask for support. if you were potentially unfamiliar with the show but stumbled across this campaign, it does a good job at selling you on the mysteries of the previous two seasons without giving away too much about what happens besides a romance between the leads.

the video ends with a call to action to donate, even if it's only a small amount, and then shows on screen as well as reads and spells the url to go to. good stuff, worth including for sure.

however, it feels like there's a disconnect in what the video is expecting from you as a viewer.

if I am finding this for the first time and know nothing about the show, it's a really great elevator pitch for me to add it to my podcast backlog.

if I am already a fan of the show, it just tells me about the existence of a campaign.

there's no mention of the campaign dates so there is no sense of urgency for me to check out the show immediately or go right to the campaign. there's no mention of the goal for me to get a sense of how much my contribution could positively impact it (I do think that with a goal this high there is less opportunity for people to really feel like their contribution is making a difference compared to a 3-5k goal, but still).

the video is not about the campaign at all, and that is kind of an obvious problem.

while the video for their season 2 campaign was 4 minutes with poor production quality and really iffy audio for trying to sell me on an audio medium, it does so much more for what it was trying to achieve. just about half of the runtime is dedicated to talking about the campaign goal, what it will go towards, the exclusive rewards, and why your support matters and makes an impact. based on just these videos, I would have been way more likely to check out and support Arden season 2 than I am to do the same for season 3.

I wish they had found a happy medium between the original low quality, but very charming live action and the new joke-corporate, but not particularly endearing, tone of the current. maybe they'll get it right for season 4.

NOTE - The Update:

right now there is a pretty significant update at the top of the campaign, I am jumping over it for the moment and we will touch on the contents in the "Budget" section where it makes more sense to.

They're Baaaaaack....

it was their joke, not mine.

this first section is pretty light overall, not getting into their sales pitch right off the bat, but informing or reminding the reader that the series is well-regarded by both critics and normal listeners and has already delivered on a successful campaign in the past.

this is very good to focus on upfront here, ESPECIALLY because people will go right from seeing the huge $26k goal to reading this and you have to justify that price tag immediately to not lose them. it highlights the stretch goals and extra content that they were able to produce before going on to say that they want to be even more ambitious for this next season, so that if you were to know or look up that the previous campaign raised about $17k you could maybe extrapolate and justify the nearly $10k increase from that amount being asked for here. it does direct us to the budget breakdown section lower on the page at the mention of wanting to provide proper compensation, which is good.

it ends with another call to action, inviting you to keep reading. this also recognizes that people will be looking at this first section to decide whether they want to continue reading.

overall, good section, but I don't know why I have to keep telling people to include links in here! you should want to direct me to your website, podcast feed, social media, etc. so I can find more information if I'm curious.

Season 3 Rundown

honestly I don't really have anything to say about this section. it's very similar to the plot tease from the campaign video with a little bit more details on the mystery. it's written to get existing fans excited and it probably does that just fine.

so let's move on to more of the meat.

Perks and Rewards

luckily for me, this section is literally just a text version of the different reward tiers with more detail. I am personally very grateful since this means I can skip covering the options on their own altogether because to anyone looking to back this section is very clearly highlighted covering all the details. thank you for giving me less work <3

to that point, I think for any kind of campaign that mostly focuses on digital goods it is really good to have this kind of text breakdown. for physical product focused crowdfunding you will have a lot more tangible images to show off to get people excited. in digital goods we are working with hypotheticals a lot of the time, especially in a story-based medium where you can't take a screenshot of your script to show off that it exists without giving out spoilers to the story you want to tell.

I will briefly say that I like the consistency of the tier images. the fake corporate employee badge is a fun format (though it means nothing to me as an outsider why it is relevant to the fake-true-crime angle of this series). it's also very easily customized to each tier without being a bunch of work to have unique images, which is less exciting, but also much less work.

I do also think it's worth mentioning that NONE of the tiers have a limit to the number of backers that can sign up for them, including the really high up ones that could cause trouble if too many people picked them (like the wrap party invite and some of the more involved physical goods). I think having restrictions on some of them is good for convincing people to go for them early because they're afraid of missing their chance, but also it can mean less work in terms of eventually needing to mail physical goods or coordinate personalized benefits.

but anyway, let's look at these tiers:

NOTE: every tier includes everything from the prior tiers, which I won't point out for all of them.

$1 FRIEND OF THE POD - aka the tip jar. honestly there's nothing offensive about this kind of tier existing, though I sometimes wonder if there's a point to it. but it does have 2 backers at writing so clearly some people appreciate it being an option.

$5 THE GOOD PEOPLE - honestly this tier has a lot of bang for your buck, like seriously for just $5 these are good rewards, but let's go over them individually:

early episodes - this is great, but what exactly does "Be the first on the block to hear S3 of Arden!" mean? I brought this up before for the ATS campaign, but if you just say "early" and don't quantify that you could be talking a week or a day or just an hour and I would have no clue. depending on what "early" means here I would be more or less excited by this reward. granted, this is the first tier with a real benefit which means that everyone above this point will also get this, so it isn't as though you are trying to use it to sell your $25 and up levels. however, the mention of a Patreon in a few sentences does make me wonder whether this is also a benefit patrons will have who don't back the campaign. potentially something worth clarifying.

special thanks in the credits - boy howdy that is gonna be a lot of names you have to figure out how to read and where to put with this also included in every tier from here up. as of right now that is 102 backers and it hasn't even hit 20% funded.

exclusive backer/Patreon minisodes - this is the tier that made me wonder if early episodes would also be a Patreon included perk, which I think its fine either way but worth making clear. I do think that the minimum quantity of minisodes should be specified, if only because "and MORE" is extremely vague. I think at this low of a tier it wouldn't be a big deal if it was only one more than the 2 explicitly listed ones, but specificity is nice even here.

$10 WHEYFACE INDUSTRIES EMPLOYEE - everything from the $5 plus a few small extras:

personalized digital employee badge - honestly a very cute digital reward that seems to go with the whole "Wheyface Industries" thing. this is an example of really good branding tbh, everyone should try to have something like this. we also have a good idea of how these will look because of the tier header images.

exclusive audio commentaries - so this both gives access to season 1 and 2 commentaries as well as the new ones for season 3. I am once again curious if this is something Patreon supporters also receive?

exclusive discord access - I feel like a broken record, but again is this a discord just for crowdfunding backers or is it also for Patreon subs? to be honest for this one I think having both is to the benefit because it means a larger more active community. some discords feel like they just exist because they're supposed to and have barely any activity, which would feel like a letdown if that was part of your incentive for doubling your $5 tier pledge.

customizable digital icons - these are explicitly donor exclusive and honestly another neat idea for digital content. they seem to have a good designer and a distinct style of these things, though seeing a few examples would be nice here.

$25 WHEYFACE ADVENTURER - here's our first physical rewards added onto everything prior:

buttons and stickers - would really love to see some mock-ups or designs here. I would also like to know with more specifics how many buttons and stickers are we talking about?

digital copy of "Escape from Wheyface Radio" TTRPG - we actually do get to see the cover of this in the video/image carousel at the top of the campaign, which I think sets the tone for it pretty well as comedic action (I'm assuming). honestly a good reward, though I'm curious if this has ever been offered anywhere else (i.e. in their merch store or to Patreon supporters).

$50 WHEYCON BADGE HOLDER - more physical and digital goods:

digital dossier of in-universe season 3 prep materials - a very fitting perk for a true-crime inspired show, probably adds some genuinely cool depth to excitement for and using along with the season as it airs.

linocut print - I think the mystery here of "an important location" is fine in terms of being vague. I think you could talk about the colors and size though just to have something a little more tangible for people to get excited about

digital soundtrack across all seasons - if you have a show with original music you should absolutely be making your soundtrack available in some aspect. good reward that is easy to distribute and deliver and will likely have the added bonus of some custom cover art for each of the 3 volumes.

$100 WHEYCON ARTS PATRON - more physical and more exclusive story content:

physical Wheyface Industries ID badge - very logical step up from the digital reward from earlier. I will point out that it does not say whether this is also customized, which considering the added cost of every single badge needing to be unique is probably not the case. but to some there might be an assumption that it is based on the earlier reward and that should be clarified sooner to avoid disappointment.

in-universe article from new character - this feels on the level of the digital dossier in terms of being content that the mystery solving fans would get a lot of value from. good addition, though I would be curious how much of the information will feel unique against the digital dossier.

Andy Wheyface diary - honestly I'm a little confused by what this entails. I'm assuming it's digital, though it doesn't specify. but in terms of format is it going to have a scrapbook journal kind of feel or feel more like someone opened a google doc and started recounting their day? doesn't appeal to me but I'm also not their target here.

$250 WHEYCON VIP - the big physical tier:

professionally printed dossier - the only specifics here about this printed version of the digital good is that it will be "gorgeous", but I think it would be nice to have a little more detail and maybe even a teasing pic of how it will look.

excluive t-shirt - broken record, but show me a mock-up! please! I don't wear a lot of t-shirts, would I even like the design???

behind-the-scenes discussion with Arden composers etc. - very cool if you love the show's music, and probably pretty interesting even if it isn't something you notice that much.

$500 WHEYFACE INDUSTRIES ADVERTISER - the big bucks personal:

full-sized poster collection - 2 examples are given, but if I'm thinking about reserving wall space for something or wanting to buy frames I need to know exactly how many to be expecting and what they classify as "full-size". I've bought so many posters that are just mildly different dimensions and that really matters if you want to frame them, which I assume many people who are spending this much would to best preserve and show them off.

write and produce your own custom advertisement with the Arden team - honestly this is an extremely cool idea that again seems to fit well into the Arden universe. sound like good bang for the buck just based on this alone.

$1000 WHEYFACE INDUSTRIES BOARD - exclusive event and autographed scripts:

season 3 digital wrap party invitation - these things always sound like they'd be awkward to me since everyone else has a relationship with each other, but I also totally understand why this would be an enticing reward for people. definitely worth the price to a lot of people I'm sure.

complete printed collection of autographed season 3 scripts - I know printed scripts (especially autographed) is something a lot of people enjoy having for their favorite shows, no complaints about this reward. tho it might be nice to specify whether it'll be bound specially in any way or if they'll arrive as loose sheets held together with a binder clip.

I think overall these tiers are really good, though I would like to see mock-ups or visuals for some of the promised rewards (particularly the physical ones like a t-shirt or poster examples). I would also like to commend Arden for not selling an "Executive Producer" credit as part of the rewards, I will continue to point out how bullshit those are until people stop doing it.

but let's move onto a big one.

The Budget

IMPORTANT NOTE: so as I was putting this post together (was pulled away from it several times for real world non-anon responsibilities etc.) the campaign posted an update. on March 30th, they added the following section at the top:

Hey, folks! We have some awesome news. Thanks to some additional funding which has come in, WE NOW ONLY NEED TO RAISE $6000 TO GREENLIGHT A SIX-EPISODE SEASON 3. And as of 3/30, we are very close to hitting that goal! [I foolishly deleted the image, but it was basically the same as the one below. The only differences were no "GREENLIGHT ACHIEVED" text, the blue label saying "MARCH 2023", and the progress bar showing that it had made it to $4125 of the $6000 target. Beneath is smaller white text that reads "Help us make Arden Season 3! $6000 raised on IndieGoGo will guarantee a six-episode season, with more episodes the more we raise!" and then beneath that the shortened url to the campaign.] WE ARE ONLY $1875 AWAY FROM GREENLIGHTING SEASON 3. Every $2000 past $6000 will add an additional episode. HELP US GET THERE TODAY!

on April 2nd, it had been updated to the following:

Thanks to some additional funding and your donations, we have now raised enough to produce at least six episodes of Arden Season 3! Every $2000 raised from now until the end of the campaign will add an additional episode to the season. All rewards will be fulfilled. And look forward to Arden Season 3: Midsummer in New York City - coming to your earballs this fall/winter.

I am not going to touch on this just yet, because I think we need to go over the budget breakdown first before we can assess it with this new information.

Budget Breakdown Breakdown

fun fact: the Arden team definitely saw my original response to the anonymous ask telling me about the campaign (or a similar critique elsewhere) calling out their lack of numbers in their budget section. I know this because it has since been rectified to include actual percentages on the chart itself as well as details of the number and approx length of episodes, two things that were definitely missing before. I don't have a screenshot of that section from before, I wasn't ready to dive into another one of these at the time, but it wouldn't be fair of me to show those anyway now as a "gotcha" when clearly they are open to feedback. I don't know if they read my prior post because there are still issues here that I think need addressing, but honestly it's a huge improvement from what there was. they did not however update anything but the image with specific numbers, which isn't ideal.

someone needed to put a little more time into this graphic because the labels are not super readable and for "studio recording" the number is almost completely obscured by the label beneath. we will be referring to these numbers for the rest of the section as this is the only place they are specified.

let's start at the end because it provides some very valuable context:

"Total, we have budgeted a cast and crew of 35 people to produce thirteen episodes with runtimes of 45 min to an hour, in addition to the additional expenses listed in operating expenses."

so that means we are talking about $26k to cover 9.75 hrs to 13 hrs of content, 35 people (26 of whom are cast according to this section), and an unnamed amount of contracted work potentially for commissioned additional art and music. this also doesn't include how much additional time and effort would be devoted to minisodes, digital content, and fulfilling backer rewards, so we can't really factor that in obviously except to just assume that funds for each of those would likely be equally distributed across the average cost. because of this, I'm going to just have to ignore them entirely as a separate thing, especially since those costs will be a bit more fluid until it's clear exactly how many backers will require physical goods fulfillment.

to break that big number down on a per-episode basis, we are looking at $2,000-$2,667 per produced hour of content, or a more round average of $2k per episode. obviously not every person will be directly involved with the creation of an episode, either because music is used in multiple places, a character doesn't appear in every one, and some expenses are one-offs.

but let's take that $2k average in mind as we hit the descriptors for each of the segments in this chart. I'll be using the provided %s to calculate the amount of overall budget and per episode budgets allocated to each.

CAST - 44% - $880/ep, $11,440 total

we know this is 26 actors total, only the main two characters are specifically named. it is likely that some of these roles are extremely minor and only appear a few times at most, so we can't really break this $880/episode number down any further. if it were meant to accommodate all 26 performers being in every episode that would be $33.84 on average, but I don't think that accurately reflects the breakdown in any way.

DIRECTORS - 9% - $180/ep, $2340 total

here we actually have more to work with in terms of figuring out the pay. I will be upfront that I am less sure of what a fair wage is for directing work, numbers on that are much harder to find than for sound designers or actors.

this section says "We are currently budgeted for three directors each working five days of recording." which could mean one of a few things. either there are 5 days of recording TOTAL and all three directors are present for all of that time, there are 15 days total and each director is in charge of a third of them, or a mix of some day with multiple and some days without. it doesn't really matter that much to the budget aspect to know which it is, unless there is a "head"/"assistant" kind of dynamic for days with multiple that might impact their rates. but let's just assume that it will be equal pay and the number of days doesn't really matter. that's leaves us with $780 total for each of the three directors across the full season (though keeping in mind the full number of episodes is 13 and not perfectly divisible by 3).

SOUND DESIGNERS - 17% - $340/ep, $4420 total

this section is also budgeted for 3 sound designers, though it's unclear if that is broken down for each episode with one doing the vocal cut while another does soundscaping and effects with one in charge of mastering or something. that is I think more likely than having the episodes fully split between the three because that could result in it sounding less consistent between episodes. I'm not sure exactly how good this compensation is when split like that, but if it were a single designer doing an episode I do think $340 is decent enough.

COMPOSER - 8% - $160/ep, $2080 total

I give a per ep estimate not because I think it actually provides value here, but just as a comparison point to the other roles.

however, I do think it's worth noting that we do have information about the amount of music from prior seasons to compare to, thanks to the digital soundtrack reward from the prior section. that boasted "60 tracks of music from Seasons 1 and 2 alone", meaning we can assume around 30 tracks will be made for season 3. this is probably not entirely accurate, there's some give and take for reusing music from previous seasons. that comes out to about $69/track (nice). I don't know what the standard rate is for musicians in this kind of work to be honest, but I would assume this is at least comparable to what the composer has been paid in the past or else they probably wouldn't be returning for the third season.

GRAPHIC DESIGN - 1% - $20/ep, $260 total

again, I don't think the per episode estimate is necessarily valuable here, unless there is unique cover art for each episode which I don't think is the case because $20 for that plus any additional graphic design work doesn't seem to be a fair wage.

STUDIO RECORDING - 4% - $80/ep, $1040 total

I think this speaks for itself honestly. the price will be the price that the studio space sets. in the section about the directors it was revealed that there are 5 days of recording, which as I noted could actually be 5-15 days total. however, here it only states "a few days of in-person recording with our core ensemble", so it probably only covers a portion of that total time. whatever the case, not much can be done to lower this and I'm sure they feel the benefit of spending this money for that kind of recording space is worth it.

OPERATING EXPENSES - 17% - $340/ep, $4420 total

to be honest, $4420 feels pretty low for everything they say is in this bucket. some of these things we can't really put a price tag on like rewards fulfillment without knowing how many people are going to be receiving those. especially when considering some of the higher cost and higher effort rewards like the personalized commercials. things like shipping costs also need to be considered (unless they have it setup to charge shipping separately, I do know that IndieGoGo offers this option) and just generally compensating people for the time and materials putting the packages together.

we can probably assume that the mention of SAG (something i covered quite a bit in my last crowdfund review) is for the annual base fee of $227.42 (not counting the additional 1.575% of earnings that have to be paid). it's unlikely this is something that all the actors have, but I would assume at least the two leads do, which alone accounts for about $500 of this total amount.

and that's not counting the misc stuff like the business taxes and licensing fees for any software being used.

there's also a very weird omission here, like seriously weird. where is the funding for the writing? my best guess is that it has been wrapped into "operating expenses", but to be honest that doesn't feel like an actual explanation, so I'm a bit suspicious that writing is not being compensated at all.

I did talk about this on the ATS crowdfunding post, but even if it's your passion project to write and make this thing, you should still be compensated for the time you put in. the fact it isn't mentioned at all is very strange.

I also think we should have larger conversations about how much more we are paying cast than crew. in this budget they have set aside 44% for the cast, with only 26% for the directors and sound designers (not to mention the missing writers I pointed out). this is a BIG disparity when you consider that directors are going to be present every time actors are (with the exception of small role that might be asynchronously recorded) and sound designers will be spending at least twice as much time as that when you factor in the dialogue cut, fitting in soundscapes, music, and effects, and general mastering of the episode.

[the stretch goals should be here, at the end of the budget section, but they are instead in the FAQ so we'll touch on them there]

a note on Patreon: I do also think that for shows that also have an active Patreon/Ko-fi/other monetary support avenue, that is valuable information to provide here. if that's only bringing in $250 per month, it might not feel worth it to address it in your budget section, but I think people can get suspicious about where money you "already have" is going when you start asking for more. I did not look up their accounts to see what they are currently making, I don't think it's relevant to my judgement of what this campaign is looking to provide, BUT if you were to tell me that that was how the writers had been getting compensated for the work they already put in that would ease my concerns on that front. stuff like that is good to know and again, when you ask for this much money people are going to be weird about it, and not unreasonably so.

Let's Talk About These 3/30 and 4/1 Funding Updates

now these both answered and raised some more questions.

needless to say, that portion of it is no longer entirely necessary, but I do think that there are some valuable points pertaining to stretch goals (and the absence of them) which can provide some value to shows looking to crowdfund.

so I have kept that section in below and done a small bit of editing, but mostly unchanged from my initial thoughts on the matter.

let's start with the March update:

Hey, folks! We have some awesome news. Thanks to some additional funding which has come in, WE NOW ONLY NEED TO RAISE $6000 TO GREENLIGHT A SIX-EPISODE SEASON 3. And as of 3/30, we are very close to hitting that goal! [I accidentally deleted the image, but it was basically the same as the April updated one. The only differences were no "GREENLIGHT ACHIEVED" text, the blue label saying "MARCH 2023", and the progress bar showing that it had made it to $4125 of the $6000 target. Beneath is smaller white text that reads "Help us make Arden Season 3! $6000 raised on IndieGoGo will guarantee a six-episode season, with more episodes the more we raise!" and then beneath that the shortened url to the campaign.] WE ARE ONLY $1875 AWAY FROM GREENLIGHTING SEASON 3. Every $2000 past $6000 will add an additional episode. HELP US GET THERE TODAY!

so there is some VERY important information revealed here.

first is that they've received additional funding outside of the campaign, which honestly is great for them and somewhat needed for a goal this large.

I touched on it fairly in-depth in a now-deleted section I wrote about the lack of stretch goals, before discovering they did exist but are hidden away in the FAQ. I talked about how the high campaign goal and lack of stretch goals was likely indicative of them having been wrapped up into that $26k number, which I still think is true to an extent. I think this announcement confirms that theory, and is actually in-line with the suggestion I made in that original section to pursue that kind of financial support in addition to a lowered goal.

however, I think the lack of detail here is really not great. for one, I'm making an assumption of some kind of external support, which is not necessarily what happened in the most direct sense. there could be caveats and stipulations attached to this money that might impact whether someone would support the campaign. maybe it's a grant from an arts supporting organization, maybe they've sold the TV rights to Arden in exchange, or maybe someone has just come into a lot of money from the day job. whatever the case, more details can be provided without revealing too much, i.e. "we've partnered with a network" or "received a grant to help fund season 3 should we meet this $6k goal" or something akin to that.

transparency is a good thing, especially when it comes to mystery money and me questioning why despite that you did not lower your $26,000 goal.

further, we have no idea how much extra funding was secured, so at this point it becomes unclear what amount of the goal is "extra" and what is required for the entire season. some math can help us extrapolate based on the $2k for each additional episode number we are given.

$6,000 (6 episodes) + $2,000 x 7 episodes (based on 13 episode number from budget section) = $20,000 total

so did they secure $6,000 in funding? at this point who knows.

the second thing that this reveals is that apparently there is a version of season 3 that could work with only 6 episodes total, which is not even half of the marketed 13 episode season length they claimed to be aiming for in the actual budget section! this is a pretty massive discrepancy with no kinds of qualifiers about "we'll be able to do the story, but it will be paired down and abridged in some parts" vs "the other 7 episodes are basically filler that could be cut". I feel like I don't need to explain the difference between these two sentences and why the first is superior in every way in terms of how people view your production as a whole.

okay, third thing. the goal arguably could have been for six episodes from the start with plenty of stretch goals for adding episodes and more. now, with the additional context of our budget calculations, this brings up some significant questions.

if we are to go with the average episode cost of $2,000 that we estimated, this means that $6k on it's own is not enough to actually make 6 full episodes. however, from our earlier calculation, we estimated that they maybe received $6,000 in funding, which actually solves the potential issue of underpaying themselves for the creation of those now guaranteed 6 episodes, which is a good thing. costs are costs and don't go down just because you have less money (unfortunately for all of us living in capitalism).

without this outside funding, this brings the actual (assumed) minimum goal to $12,000. this is SIGNIFICANTLY less than the current goal (though still higher than a lot of other AD campaigns).

so yeah, quite a bit of important information here.

what this update doesn't answer at all: are minisodes still going to be made? this already feels like barely enough for the core content based on their own operating costs, so that gets called into question for me and isn't addressed.

another thing that occurs to me: are there going to be some roles that are still getting full or near full compensation? I'm mostly thinking about the graphic designer and the composer, since the extent of their episode-by-episode contributions vs the overall season isn't as clear cut as it is for actors or sound designers or even studio space costs. I'm also curious how this impacts the fact there are 3 directors involved, that's a lot of voices for as little as 6 episodes total.

and now let's look at what else was revealed by the April one, which arguably has the most off-putting and concerning sentence in the whole campaign:

so. what is concerning to me is the sentence "All rewards will be fulfilled", because there is a BIG implication to how that is stated.

what this tells me is that up until this point, the backers had absolutely no guarantee of actually getting the rewards of the tier they may have chosen, despite this being a flexible campaign meaning that they would still have been giving the money in part for those rewards.

so, there are three interpretations of what this means:

if they hadn't hit $6k, season 3 wouldn't be made to any extent

honestly there's nothing to imply that this would have been the case in the campaign's wording, so I don't think this was the reality of the situation.

2. if they hadn't hit $6k, season 3 would still be made to some extent but some rewards just wouldn't be delivered

I have read through this campaign several times, and there was NEVER any implication that backers wouldn't receive the promised rewards, not at any point before this April update. and that is a big fucking problem if that was up in the air. I know we'd like to think that if someone was willing to shell out money to support a thing they will still want to without obvious rewards, but for some people we're talking about hundreds of dollars that maybe they could only justify spending for the promise of physical or otherwise unique rewards. if all it took was wanting to give support with nothing in return, people would just select to donate without a tier.

the rewards are not the point, but that doesn't mean they aren't really important to the campaign.

3. if they hadn't hit $6k, there would be refunds to some extent for backers whose rewards wouldn't be delivered

this feels unlikely considering they wouldn't have made much to begin with if we're at this point, but it is the more charitable version of the prior option.

but none of these are ideal and as far as I knew 2 days ago, none of them were even on the table! what kind of trust does that foster with your community to not have been upfront with the realities of the campaign? if they hadn't hit this point and one of these, or some unknown 4th option in which rewards wouldn't have been fulfilled as implied happened, why would I ever want to give this team money again? crowdfunding for season 4 would be basically off the table based on this.

this is what we're talking about when people say they want transparency, all of these questions brought up by these updates ARE important! it is on the Arden team to provide those answers as best they can because this is not some faceless megacorp doing behind the scenes decision-making that might trickle down to individual consumers. this is a small team that is seemingly passionate about their project and cares about fostering their community. and these are exactly the kinds of things that hurt that.

adjacent to stretch goals, a campaign having milestones is also a great way to drive engagement. and Arden does have these. on their twitter only it seems. I've heard from a lot of people (and seen it myself) that twitter is not really a great way to connect to listeners. it's a good networking tool among creators, but especially as more people leave twitter it isn't getting the reach that some people think it does. I can tell by looking at their statistics that even when a post is getting a lot of "views" (how twitter is tracking that and whether it's accurate are up for debate) it is only getting a couple of likes or retweets, or a single comment if they're lucky. I've actually seen this for a lot of AD accounts, I don't think this is an Arden problem.

BUT, that means they need to be promoting these milestones outside of this little sphere of twitter! I didn't go searching other social media, I only looked at the twitter because it came up very early in the google results, but these things should be captured ON the campaign! at time of writing, the next benchmark is at $3900, something they are only $59 away from. if I came to the campaign and saw that we were close to getting some extra content or information I would be much more inclined as a fan to immediately pledge rather than putting it off. this stuff can seal the deal and turn a scroller into a donator.

Other Ways To Help

nothing wrong with this section except that once again you should be providing links to stuff like your website and podcast feed. at least there are links to the Twitter and Tumblr accounts, with the carrot of winning prizes for paying attention to those.

FAQ

only two small sections here, but I don't think this section was utilized well generally to be honest.

all of this feels like information that should have been in the main body of the campaign. a lot of people don't even look at the FAQ because to be honest you should be using this section as a TLDR for the campaign rather than giving unique information.

When Will Season 3 Launch?

here is the reveal of a planned late summer/early fall 2023 release, information that I think would be better suited a part of the actual body of the campaign.

additionally there is mention of something known as "WheyCon" which was alluded to earlier in the campaign, but still unclear what exactly it is for the uninitiated. I assume it is a little studio event where they'll make announcements and maybe have some special stuff like a livestream. either way it is unclear and doesn't even provide a clue of where to watch for information about it.

Do you have stretch goals?

so I'm gonna be honest, I wrote this whole thing before checking the FAQ, including an entire section about why you should have stretch goals and my theory that the stretch goals were actually just rolled into the funding goal because they were fully committed to making them.

the existence of this proves me wrong.

I've salvaged what I can of it, but let's look at what is actually said here:

$27,500 - recorded version of DAY IN THE LIFE OF ANDY WHEYFACE, exclusive to donors

this $1500 above the goal is probably enough to cover this, since they probably wouldn't need as many actors or as in-depth of sound design based on the diary format.

$30,000 - special recorded Art Gallery tour with Bea and Brenda

the way that "Art Gallery" is non-specific and capitalized makes me think this is a fictional gallery within the world of Arden, but either way this is a clever use of the setting and theme of this season for something unique. I don't know how interesting it would be, but still.

at $2,500 above the prior stretch goal that probably covers the costs for something about the length of an episode, if not longer since a lot of guided art gallery tours are over an hour in length.

$35,000 - series of minisodes set behind the scenes of the Julie Capsom film

curious how many is considered a "series", but it's a logical follow-up to the prior campaign's minisode stretch goals and it's clear they enjoy making them. I think the "film" is a bit of in-universe content they've already made and is apparently popular enough for them to be interested in expanding on it.

this only being $5k more than the previous tier implies it'll be a short series (3+ episodes, much shorter length) which is probably fine enough.

$100,000 - purchase the audio drama rights to Stephen King's Under the Dome so they can say the show takes place in that universe

ngl this means nothing to me, I'm unfamiliar with that story or the potential significance of it here. but it certainly is a goal I guess, though I'm not sure this is quite how that kind of copyright stuff works.

all well and fine, but these shouldn't be here. they should be in the main section with more details. stretch goals exist as a tool to get people excited to exceed the goal, and can have an impact on how much they are willing to give extra to achieve that goal. they should be proudly advertised as part of the campaign, the same way that the donation tiers are. this is where you want people to go "wait, what might they do???", something I think the final stretch goal does actually do because of how impressive it sounds. you gotta use that temptation or it may as well not exist formally.

Closing Thoughts

Use the "Updates" Section

this is a small general note, but I found it weird that instead of using the built-in "Updates" functionality to post about the funding updates they instead just put it in the body of the campaign.

there's a couple reasons I think this is probably a mistake, the most obvious being that your supporters will get emails when you add an official update like this, but not if you just edit the campaign text. these updates could be driving your supporters back to up their pledges to help you reach your milestones. plus it keeps you on their minds so they keep posting to support you and maybe helping you gain new backers.

Funding Transparency Please

being vague about your "additional funding" just feels kinda sus, like there's a reason you don't want to share the details...

Milestones

these are a great way to drive engagement. and Arden does have these. on their twitter only it seems. I've heard from a lot of people (and seen it myself) that twitter is not really a great way to connect to listeners. it's a good networking tool among creators, but especially as more people leave twitter it isn't getting the reach that some people think it does. I can tell by looking at their statistics that even when a post is getting a lot of "views" (how twitter is tracking that and whether it's accurate are up for debate) it is only getting a couple of likes or retweets, or a single comment if they're lucky. I've actually seen this for a lot of AD accounts, I don't think this is an Arden problem.

overall I have questions and concerns but not a horrible campaign.

it was, however, unable to convince me as a prospective donor that all this money is necessary, especially in light of the updates. I think the overall lack of transparency is concerning as a whole though.

okay that's it, I'm tired of having to look through and revise this.

best of luck to Arden on however many episodes they get to make <3

#Arden crowdfund #crowdfund review #anonymous ad #crowdfund tips #crowdfund don'ts #please learn how to write a budget #like oh my god how is it this bare #sorry I'm late #I did my best to get to this but there was more to get through than I thought

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