Playing to the crowd sources cash for recording

THE last time the Herald spoke to Greta Gertler, in 2009, the Bondi expat in New York was wondering if enough strangers were prepared to pay to help make her next album of orchestral pop songs.

After a decade in Brooklyn making do but hardly making a fortune, she recognised that the only way she was going to afford the recording of her third album was to put out her hand and ask for money.

So-called crowd-sourcing was catching on in the US and Europe but was barely considered here. It felt odd and required Gertler to set aside ''the Australian in me''. But she signed up to the Kickstarter website, which structured the fund-raising, then anxiously watched as the deadline approached to raise that $15,000

 The Sydney Morning Herald

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