Broza kick-starts his first all original Hebrew album

To finance the recording of his upcoming CD, the veteran singer/songwriter has turned to an unlikely source – his fans.

David Broza 311 (photo credit: Courtesy)
David Broza 311
(photo credit: Courtesy)
Do you want to produce David Broza’s next album? Now’s your chance, sort of. Broza is offering fans the chance to take part in the creative process of recording his first album of all original words and music in Hebrew.
He’s become the first Israeli artist to sign up with the funding platform to raise money for artistic projects.
Participants can contribute any sum to reach Broza’s goal of raising $63,000 by February 14, so he can start recording on that day. The money raised will go toward financing all production costs, including hiring the recording studio and accompanying musicians.
Those who pledge $75 and above will have the opportunity to see footage of the recording in making, pre-screen audio track streams and vote for their favorites to help decide which will be the first single released, the order on the CD and other production decisions such as artwork.
“I heard about Kickstarter by coincidence from a young, aspiring fashion designer in New York City,” Broza told The Jerusalem Post recently.
“He was raising money to finance his project. I thought it was a great way to go, and started thinking about applying it to my projects.
The Kickstarter online threshold pledge system has funded everything from indie films to books to food-related endeavors since being founded in 2009. Among a slew of similar sets of fund-raising platforms dubbed “crowdfunding,” Kickstarter facilitates gathering monetary resources from the general public within a deadline and target sum set by the project owner.
If the chosen target is not gathered by the deadline, no funds are collected, and if the target is reached, the pledges are collected using Amazon Payments. Kickstarter claims 5 percent of the funds raised and Amazon takes an additional small percentage leaving the project initiator with the bulk of the funds for his venture.
“There are several other platforms that offer ways to raise money in the Web. However, I liked the presentations that I saw on Kickstarter and decided to try it out. What I like about the whole concept is the fact that I can offer downloads and other content to an audience in advance,” said Broza.
In this day when record companies are cutting budgets and focusing almost exclusively on young talent that appeals to equally young music fans, the Kickstarter approach is not only attractive for seasoned veterans but in some cases vital in order to continue releasing new material.
“There is no doubt in my mind that regardless of the financial situation in the record industry, that this is the new way today,” said Broza.
“The Web offers ways to promote art more than ever before and also enables the ability to lure potential sponsors, supporters and consumers. Now the Web is not only a place to download for free. It is a place to grow from and expand.”
BROZA’S PLATFORM for expansion is the first album of music and lyrics entirely written by the masterful guitarist. He has previously always composed his music to poetry, whether in Hebrew, English or Spanish.
“This is also the first all-Hebrew album of mine since 2002 (It’s All or Nothing/Ha'kol O Klum). So a lot is new here,” he said.
“And I’m also getting back to working with Louis Lahav as a co-producer. We have not worked together since 1983 when we did Haisha She’iti, which was my big break and still is the biggest selling album in Israel. I have all the songs written, so I know I can deliver. Now I can allow the audience to take part in the process as they choose,” While Broza has high hopes of raising the minimum funding required to receive his “kickstart” he’s aware that he might fall short. But he said that whether he succeeds or not, it’s all part of an educational process for the artist and the audience and the barrier separating them slowly crumbles away.
“If the goal isn’t reached, I’ll have to figure other ways, or work in the conventional manner,” he said.
“However, I haven’t worked in a conventional way since 1993, when I started recording for an independent label, RGB Records.
“The record industry has been going through a major change for a long time.
Every artist has to find a way that works best for him. In the US, the reaction to my approach with Kickstarter has been that I’m “cutting edge.” But people find it hard to adjust. So I’m happy to take the lead but it comes with a price of not being understood.
It’s a challenge.”
Allowing his audience to help set his musical agenda is piquing Broza’s interest, and he’s hoping that both sides will emerge energized by it.
“It’s a new form all together. I don’t know if the audience or myself will end up engaged, but I am happy to try it out. It fascinates me. I am getting prepared for the production in new ways that were unknown to me before, such as filming and letting anonymous bystanders watch, listen and react while I am creating,” he said.
Meanwhile, Broza is frothing at the bit awaiting February 14, not coincidentally Valentines’ Day, to find out if the romance between him and his fans is strong enough to place some money on the table.
“I am very much looking forward to starting the recording and seeing my songs come to life,” he said.
“After 33 years in the business, I don’t take it for granted.”
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