April 26, 2016 Sofie Haag

DIY Promo Tip: The law of attraction and how to raise money for your project


Have you ever planned an upcoming project, and worried about the finances? You have this great idea, perhaps a strong artistic vision that you would like to come into fruition, but lack the money to pay for it? “If only” …I am sure you know what I am talking about.

Well, allow me to let you in on a little secret. It has everything to do with your mindset! Instead of chasing money, applying for grants and scholarships for the 20th time with no promises of a return on your investment of time and energy, do the exact opposite.

Focus on what it is you want and your BIG WHY behind it. How will your project serve others and be of value to them? THEN create attraction around that idea, partner up with other people who share your vision and look into OTHER sources of income. Sources you can control! You see, there are hundreds of ways you can make money today, but we are not trained to think this way. Instead, as artists – especially in classical music, performing arts, jazz, folk- and world, singing and song writing…you get the drift – we are being told to perform for the pleasure of getting noticed and a vague promise of future possibilities that might never happen. A false sense of having to be so grateful for grants, which so easily turns us into passive beggars, instead of empowered business professionals in the cultural sphere.

A mentor of mine, Roger James Hamilton, has a wonderful metaphor for this:
“Searching for customers is chasing after butterflies with a net. Attracting customers is building a garden, the butterflies come to you.”

So, stop chasing money, audiences, grants etc.

Instead, be clear about what it is you want and then tap into where the flow is and create your own sources of income. It takes a bit of planning, and you can start strong by brainstorming the top 20 ways to bring in money and secure positive cash flow in your project; here are 10 ways to get you started and then you can add 10 more:

1. Box office revenues
2. Sponsors
3. Advertisers
4. Crowd funding
5. Patrons
6. Investors
7. Donations
8. Merchandise
9. Sell online tutorials
10.Sell online behind-the-scenes interviews

Please note that you can of course apply for government grants etc, but don´t let the fate of your passion project be at the mercy of others. You need to be clear about your financial goals and when you need them to happen. THEN, make sure to track and measure your finances on a DAILY BASIS! If this is not your forte, hire someone to do it for you. Believe me, it will be well worth the investment!

Best of luck with this,

Keep Shining Brightly – On and Off Stage!

Sofie Haag
Founder, From Sweden Productions