In July this year the word crowdfunding was searched on Google 450,000 times. You can crowdfund anything – from baking your mum an apple pie (yes, that happened), to your garage band’s debut. But that’s not where the real revolution’s taking place.
The given (and glamorised) side of crowdfunding is the ‘crowd’ bit. Collective judgements, coming together to support (or not) great (or not so great) ideas. This is largely emotional, creates excellent stories and in most cases, is forgotten as soon as it’s over.















