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Banger Bucks – A case study of how Banger Films can fund their extreme metal show on indiegogo.

full disclosure – we have a soft spot for banger films – as their first movie “metal: a headbangers journey” is one of our favourite documentaries (and there is no huge collection of  metal lovin’ black & silver tshirts at chez gusset either…). When we found out purely by accident that banger films were crowdfunding in order to get an extra tv show made that covers off one of the subgenres of metal – you bet we’re putting our hand up to help them out, and show how it can be done. they haven’t asked us to do the below, this is just our little treat.

what banger films are asking for:

$135,000. that’s not a small ask, by any means, but our guess is, it’s a very smart one. great production – particularly the way that Banger Films does it doesn’t come cheap. It’s interesting that they’ve chosen to use indiegogo, and that they’re taking the “whatever we earn” type category – which could be the reason behind the large ask – we’ll check, but from memory, indiegogo take a 10% cut.

what’s in banger films favour?

the super, duper, turbo charged bit of the project – EVERYTHING is in their favour. banger have a killer track record – check out the movies that they’ve made on IMDB. the amount of bands, industry figures & metalheads that know about banger has got to be astronomical. the really awesome thing about crowdfunding for them is that it’s not just about the money – they have a killer community that they can build on, they can continue to promote the community and the work of banger through that community, which will serve banger well long after the funding campaign trail has finished.

What needs to be worked on?

Their plan, their reach, and their ask.

Banger Films Plan:

We don’t know what their exact plan is, but so far, this is what we’re seeing:

facebook: “Hey everyone! We’re doing a limited run of 666 Family Tree posters in giant format (46″x28” high gloss, full colour with silver ink) as part of our Indiegogo campaign to make the Extreme Metal episode of Metal Evolution. Once they’re gone, they’re gone! – Oh… did we mention they come hand numbered and signed to you by Scot+Sam? Get’em while you can!”

twitter:  “Doin a run of 666 Family Tree posters for our #ExtremeMetal@Indiegogo campaign – hand numbered and signed by Scot+Sam

there’s the hashtag of metalevolution and tweets from the @bangerfilmsinc account on roughly a daily basis re: the indiegogo campaign.

reddit: thread with sam dunn.

how banger can improve their plan is through a little homework of checking out what other films/film making companies have done in order to get over the line & get funded. a killer example is hybrid vigour (twitter) which seems to be a completely unknown film coming out of latvia – who managed to use twitter followers as one of their main methods of gaining enough support to get funded.

we’re hoping that sam dunn is up for it – we think he needs his own twitter account, as people are certainly searching for & talking about him on twitter. it could also be useful for metal evolution to have its own twitter account too – as banger films is a lot more than metal evolution, and the doco is what really needs to be promoted here, as against banger films.

whatever new account happens, it really needs to spell everything out in terms of the campaign _andcompany on twitter is a great example of design used to communicate. the new account needs to basically be running 24-7 – there needs to be hourly asks, thankyous, requests for retweets, mentions of who’s been involved in metal evolution & asking them to support the campaign by retweeting, following of everyone/thing involved in the making of banger films movies who would love to get the word out.

we started a simple document on googledocs to illustrate how banger can go about it – it’s a matter of going through their contacts, finding them on twitter, and asking them to retweet something relevant and useful about the campaign to their followers. tom dawkins from social good initiatives funding site startsomegood has a great video which includes how to do an ask, which is part of an interview on startupsmart.


we reckon reach is the biggest problem that Banger is facing – for the simple reason that they’re aiming for $135,000.00. the problem here, is that their social media reach isn’t getting to enough people. we have a rule of thumb that in order to get $135,000, 135,000 people need to know about your campaign. when you’re doing social media to a maximum of 10,000 people, the simple fact is that the reach isn’t far enough. banger can go much, much further.

it’s great that there’s coverage now in reddit & online magazines – but we’re also wondering about online metal forums. that’s where the fans with enthusiasm, love, and money are. we figure that the souls of banger know all about it – but just haven’t tapped into them, and are more than able. one of the rewards on indiegogo is tickets to wacken, who have a massive following. if wacken could get involved in the promotion of the campaign, all well & good.

something that could happen off indiegogo is the promotion of the wacken tickets, which could include a competition around what people would be willing to do for a wacken ticket – which could be won if someone doesn’t pick up the tickets from indiegogo. the competition could be promoted via social media & bands that are part of wacken & could generate a huge amount of buzz.


artist direct: “Donate now at indiegogo! The lost episode on extreme metal needs to be seen.”

the above ask is why a specific twitter account eg: metalevol is handy – it has all the information there, and if people have pledged money, it’s metal evol that thanks them & asks for an RT. that account could also get in touch with everyone possible – bands involved in any of the documentaries, and ask for those RTs.


“We are attempting to raise $135,000 to cover the entire production of Extreme Metal.”

this is a mindset sort of thing, and it’s really important. don’t attempt. don’t ever hope. just do, like so:

“Banger Films needs $135,000 to cover the entire production of Extreme Metal”

How They’re Going To Rock Crowdfunding:

“We’re appealing to the international metal community to help raise the funds to create the Extreme Metal episode.”

now, we’re talking. it’s not too hard to pick out the blueprint of what needs to happen by going over the below paragraph:

Following metalhead-turned-anthropologist Sam Dunn, Metal Evolution took viewers on an unprecedented journey to over 30 countries on 4 continents to interview 300 of metal’s most respected musicians including Alice Cooper, Bruce Dickinson, Slash, Lemmy, Lars Ulrich, Tom Morello and members of Van Halen, Deep Purple, Slayer, Lamb of God and many more.  The series was a huge success, hitting #1 on VH1 Classic (US) and MuchMore (Canada), and broadcasting on networks in the United Kingdom, Norway, Germany, Australia, New Zealand, Sweden, Finland, Belgium, Brazil, India and elsewhere.

ask those respected musicians to help out, by getting the word out, which of course, only helps them to learn more about the series, and about themselves. it’s a win/win!