Juliana Hatfield / Covers Album — PledgeMusic campaign
Juliana Hatfield's 2012 PledgeMusic campaign for her first all-covers album, with archive, artwork and direct-access incentives and a percentage of proceeds pledged to IMPACT Boston.
On February 19 2012, Juliana announced plans for an album of cover versions, launching the PledgeMusic campaign on March 2, following 2011's There's Always Another Girl project. Offers included the album in digital, CD and vinyl formats, paintings, guitars, archive material and direct contact.
The funding target was reached on March 3. The album was ultimately titled Juliana Hatfield: supporters received the download on August, 10 and the general release followed on August 28.
Incentives
The campaign offered fans 59 incentives:
Music
- The Covers Album Digital Download — Early digital access to the album and campaign updates.
- New CD — A new copy of the album delivered after manufacture.
- “I See You” shrinkwrapped CD EP — The longbox CD EP with two Hey Babe album tracks and the b-sides “Rider”, “Here Comes the Pain” and “Feed Me”.
- Signed CD — A signed copy of the new album.
- “Become What You Are” guitar/vocal tablature book — A signed guitar and vocal tablature book.
- “Only Everything” guitar/vocal tablature book — A signed tablature book with three pages of colour photographs.
- Advance version CD of “Become What You Are” — The advance CD paired with the four-song My Sister EP.
- Signed “Everybody Loves Me But You” 12-inch — The signed three-song vinyl single with “Nirvana” and “Raisans”.
- Signed “My Sister” 10-inch black vinyl EP — The signed EP with “My Sister” and its listed b-sides.
- Signed “Become What You Are” album on 12-inch vinyl — A signed vinyl copy of the album.
- “Limited Edition” Signed Vinyl of “Covers” — A signed vinyl copy of the covers album.
- Original “My Sister” sheet music — Original published sheet music for “My Sister”.
Artwork
- Glossy 8x10 shades photo (signed) — A signed Become What You Are-era photograph.
- Juliana Hatfield Three glossy 8x10 signed photo — A signed photograph from the Become What You Are era.
- Signed JH boots and bangs photo (8x10) — A signed 8 × 10 photograph.
- Signed JH on stool photo (8x10) — A signed 8 × 10 photograph.
- Signed JH profile photo (8x10) — A signed 8 × 10 profile photograph.
- “Please Do Not Disturb” poster — The narrow Jim Goldberg photograph poster, measuring 8 × 17 inches.
- Signed Covers Album Poster & Download — A signed poster with the album download.
- Signed “Made In China” original poster — A signed 12 × 18-inch poster.
- Signed “Become What You Are” poster — A signed Juliana Hatfield Three poster.
- Signed “Hate” Poster — A signed blue Hate poster.
- Signed “Love” Poster — A signed red Love poster.
- Signed “Only Everything” poster w/one hand — A signed poster with the one-hand image.
- Signed “Only Everything” poster, w/two hands — A signed poster with the two-hands image.
- Signed poster of my SPIN mag cover from 1994 — A signed poster reproduction of the 1994 SPIN cover.
- Vintage Blake Babies “sunburn” poster — A vintage Sunburn poster, available signed.
- Photo print — “Hey Babe” — A Jesse Peretz photograph from the Hey Babe cover and booklet sessions, available signed.
- Vintage “bed” poster — A vintage bed poster, available signed.
- Vintage “Rosy Jack World” Blake Babies poster — A vintage Blake Babies poster, available signed.
- Vintage concert poster from the year 2000 — A vintage concert poster, available signed.
- Vintage gig poster from 1997 — A vintage gig poster, available signed.
- “106”, “107”, “108”, “109” and “110” — Five unique silkscreened prints on paper.
- “100”, “101”, “102”, “103” and “105” — Five original works on heavy paper: acrylic-and-Sharpie for “100” and “105”, and oil-pastel-and-Sharpie for “101”, “102” and “103”.
- Signed hand-silkscreened print — A unique, frameable print made from the campaign photograph.
- Pencil portrait — A head-and-shoulders pencil portrait drawn for the supporter.
- “104” — An original 20 × 24-inch oil painting on canvas.
- “Brainburst” (original artwork) — An original 24 × 24-inch acrylic painting on canvas.
Miscellany
- 20 Questions — An email Q&A in which Juliana answered a supporter’s list of 20 questions.
- Press/Promo Bundle — A Hey Babe-focused press kit and a Japanese Only Everything paper promo booklet.
- Signed 1993 Melody Maker mag — A signed issue containing the long Juliana/Evan interview feature.
- Signed SPIN magazine from 1994 — A signed issue featuring Juliana’s cover story.
- “When I Grow Up” Signed — An inscribed and signed copy of Juliana’s music memoir.
- Phone Chat — A 15-minute phone conversation with Juliana.
- Your name in the credits + Signed CD — A signed CD with a supporter’s name in the credits and a special thank-you.
- Handwritten Letter to You — A personal handwritten and signed letter.
- Signed Handwritten Lyric Sheet + Drawing — Handwritten lyrics for a chosen song, with a drawing on the reverse and Juliana’s signature.
- Hardcover Marimekko work notebook — A notebook containing lyrical workings-out, studio notes and drawings.
- Song to Order — A commissioned personal song, supplied as an MP3 and CD and not released publicly. The offer was $1,000, limited to three supporters.
- Gibson J-45 acoustic guitar with hardshell case — A Gibson J-45 from Juliana’s collection, with the supporter responsible for shipping.
- Signed First Act electric guitar w/ padded camo gig bag — A signed First Act electric guitar with its padded camouflage gig bag.
Recording updates
Juliana shared a demo of Pete Yorn’s “Closet” and a “weird mix” of Liz Phair’s “Friend Of Mine”, both different versions of the covers that went on to appear on the released album.
She also posted covers of Blur’s “Coffee + TV” , Neil Young’s “Barstool Blues” (a duet with Joe Keefe), the Ramones’ “Do You Wanna Dance?”, and an acoustic version of her own “On Your Mind”.
Private shows
Two private shows took place on June 27, 2012 at Q Division Studios in Somerville, Massachusetts: one acoustic and one full-band performance. The shows were recorded but have never been released.
IMPACT Boston
The project description committed a percentage of the money raised to IMPACT Boston. Juliana explained:
IMPACT Boston ... teaches self-defense and self-empowerment to people who really need it. I took a weekend self-defense course there a few years ago and it was really great and I was able to see with my own eyes how much it helped the women who were enrolled. IMPACT offers scholarships for those who can’t afford the workshops.
A percentage of the money raised was pledged to the organisation; no final total was published.
20 Questions
The campaign renewed the 20 Questions email exchange offered during the previous PledgeMusic project. In her 2012 responses, Juliana answered a question about “I Got No Idols”:
It was existential. ... I was trying to be tough, or to appear tough, to mask my fragility/weakness by claiming to not need anyone ... But not really believing it 100%, even as I am saying it.
The full 20 Questions with Juliana (2012) post includes her complete responses and links to the earlier exchange.