'Rootz' fall short

BY RICHARD JOHNSON Observer senior reporter

Wednesday, May 28, 2014

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REGGAE band Rootz Underground has experienced mixed reaction to efforts to raise capital for their latest recording.

The band opted to utilise the crowd-funding platform Indegogo to raise the US$45,000 needed to release and promote their third studio album which celebrates their 14th year together.

However, yesterday, with mere hours left before the offer expired, the band had only raised 10 per cent of their target and were at US$4,338.

Lead vocalist Stephen Newland told the Jamaica Observer, that although they are disappointed, the band is still grateful for the "nuff little".

"For a first-timer to raise 10 per cent of their goal is good. We were able to put our name out there and the fans responded," he said.

"We don't see that as a setback but rather an opportunity which a lot of other young bands can explore in order to executive produce their own projects."

Newland admits that being new to crowdfunding, the band "tripped up" in its bid to raise the required capital.

"Because we were touring we did not put in enough work into creating awareness about the fund-raising project. We also tripped up in terms of the rewards we offered to our supporters. Had we offered smaller rewards it would have kept people coming back," he said.

The band's frontman noted that almost all the funds raised on Indegogo will be used to buy the incentives offered to supporters of the project. This includes recordings of the upcoming album on vinyl; recordings of the band singing any song requested by the recipient as well as US$1,000 cash promised to some supporters.

The album, Return of the Righteous, has already been recorded. It is uncertain when it will hit the market.




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