My main issue with IndieGoGo.com (aside from how it’s now copied everything great about KickStarter) honestly stems from seeing one of its founders speak at a conference a while back in NYC. He was speaking about selling dvds, and why would anyone want to go with a distributor where sure you might sell 10,000 copies, but only receive $1 per unit, when you could sell them yourself, perhaps sell only 1,000 copies, but receive $10 per unit? To him it was still a profit of $10K, but you only had to move 1,000 units to get there.
I argued from the audience that his notion was idiotic. As an artist you wanted to build an audience, and it was certainly better to have 10,000 people buy your dvd as opposed to one tenth that number. NO MATTER THE PROFIT. That no one making an indie film was getting rich, but that we were hopefully developing a fan base. And certainly 10,000 fans was better than 1,000 fans. A number of people in the audience got it. He didn’t.
If you got into this business to make money, please leave now. There are enough whores in the entertainment industry. But if you’re here because you believe you have a story to tell, a story you have to tell, you will find your audience (or your audience will find you), and perhaps a fan base and career will eventually grow out of your passion.
(I once had an argument with another writer who explained he was livid whenever he found one of his books in a used book store, to which I replied, I loved seeing my books in used book stores, that it was certainly better than the original owner tossing it, and it might turn someone new into a fan, someone who might not be able to buy books at full price. He didn’t understand. All he cared about was the royalty he would not be receiving.)
This is art, not product. And the moment you become more concerned with the profits you make on each unit sold versus reaching out and touching someone new, well then, yes, you have become another entertainment industry whore.