Can crowdfunding save 'indie' in India?

Despite the obviously 'cool' images 'indie' conjures up - of the black and white, rebellious, unfiltered cigarette-and-guitar kind - it isn't easy being an indie-anything in the land of the Khans. Filmmaker Sridhar Rangayan figured as much, while helping organise the third edition of Kashish in Mumbai, one of India’s most popular queer film festivals.An LGBT festival in the home-ground of the Salmans and Shahrukhs, one that didn't even demand a ticket from viewers - Rangayan and his team resorted to old fashioned crowd funding. They pooled in Rs 1 lakh from contributors.[caption id="attachment_470607" align="alignleft" width="380"] A still from Greater Elephant, whose release is crowdfunded. Image courtesy: Facebook page of film.[/caption]"While the amount was not very huge, the enthusiasm shown by the LGBT community was amazing. It showed a community spirit in supporting a community initiative," said Rangayan, who is now in the process of filming Breaking Free, a documentary on the LGBT movement in India, with crowd-funded resources. And this time he has sought professional help from two crowd-funding consultancies - Wishberry in India and Indiegogo in the US.Srinivas Sunderrajan, bassist with the Mumbai-based metal group Scribe, on the other hand had completed filming most of Greater Elephant, which he describes as a 'wicked assembly of those who still haven’t found what they’re looking for: a purpose' when he approached Wishberry. Sunderrajen's team was looking to crowdfound the theatrical release of the film - which would cost them close to Rs 6 lakh. Greater Elephant, after a sustained campaign designed by Wishberry, releases in Pune on 19 October at E-Square Talkies.Wishberry, which most indie artists seem to be turning to, was founded by Anshulika Dubey and Priyanka Agarwal started off as a gifting ideas business in 2008. After some fundraising work they did, the duo decided to extend their technology and website to help fund creative projects of indie artists in music, films, theatre etc."It is a neglected sector and hence an untapped opportunity. Plus we were following the western crowdfunding web platforms such as Kickstarter.com, Crowdrise and Indiegogo and we felt this could be easily replicated in India, a country which is inundated with so much indie talent and less funding resources. Another case study we followed was Onir raising around 1 crore for his national award winning film I AM. That really was a benchmark case and showed us an underlying opportunity in opening crowdfunding for the indie artists," says Dubey.Wishberry, at present, is at the helm of funding 12 creative projects by independent artists in India like Mumbai Cha Raja by Manjit Singh, which was screened in the Toronto Film Festival alongside biggies like Gangs of Wasseypur. While the funding process doesn't take off immediately, Wishberry helps identifying prospective investors specific to each project and helps pushing the projects to their notice. "Rs 1,000 is something that any average middle class youth spends on an evening out. If you help strike a chord with them, say if they pay that much, you can raise Rs 1 lakh by reaching out to hundred people - an amount which covers costs of a lot of aspects of an independent venture," says Dubey.Aggressive use of social media and campaigning forms the basis of crowd funding. "If artists can give back exclusive and cool rewards in return for such contributions, people can be encouraged to give. For e.g., many movie campaigns are giving back autographed CDs, invite to film sets, paid previews for a few, selected contributors and premiers, producer credits in the movie and music campaigns are also giving back exclusive and personal performances etc," says Dubey.YoLaunch, which plans to make a debut in the crowdfunding sector by 15 October this year, will work on "fan engagement, pre marketing publicity , market research , public feedback  along with other bigger objectives like finding co-producer, mentor, financer consultant etc".[caption id="attachment_470645" align="alignleft" width="250"] Control Alt Delete gig poster.[/caption]"Financers, publishers, producers, VC and angel firms along with consultants and　mentors　 can find artists , movie makers and other talented people with their works on our portal . They can also get associated with projects and contribute a big sum of money and also get associated with these budding people," says Meenu Yadav of YoLaunch."Cinema that we make usually runs on faith and trust - and money 'connects' us to the real world. Hence, my team's faith in crowd funding somehow connected with the contributor's mind and we managed to raise what we did in such short time. Contributors are usually friends and well-wishers (known and mostly unknown) who have either been subjected to emails by the team to contribute or have stumbled upon the site themselves via social media," says Sunderrajan, pointing out the networks that crowd-funding consultants usually turn to.Mumbai will also witness a crowd-funded gig, Control Alt Delete, one that features talented alternative Indian bands and artists who haven't been heard before. Rishu Singh of www.ennuidotbomb.com　had helped compile an album of these artists, Stupidities, which will be released at this gig. Nikhil Udupa, marketing head of NH7.in says, "Control ALT Delete was essentially started as a "Sidestand" property. Sidestand is run by Himanshu Vaswani. It started out more than two years ago as a thought where people could come to gigs and the paid what they wanted to enter. Contributions have ranged from 50 paise to 500 bucks.　　 Pretty much the earliest form of crowdsoucing anyone was involved in. This year is the third edition and the idea was to make it larger. It’s a larger venue, more bands and bigger promise" Control Alt Delete features 10 bands this time.While crowd-funding essentially doesn't interfere with the creative processes and demand censorships, it does place a lot of responsibility on the director of the project. "It places a responsibility on the filmmaker to deliver a product that meets up to expectations of the supporters. I definitely feel that onus on me now to make the film stand up to the promise," says Rangayan.While it's easily not a cakewalk, crowd-funding is probably an answer to all those evenings young artists have whiled away with beer, dreaming up projects that went nowhere because no studio would find them.