The interesting thing about the idea of crowdfunding Godspell is this:

I had the idea years before we actually did it.

Whenever I come up with an idea that feels like “Oh, THAT might be interesting,” I don’t rush it. I file it away (mentally, and literally) on a piece of paper. And I wait.

Because I’m a big believer in this:

The marketing message has to match the artistic message.

You can’t force one onto the other. You have to find the right show.

Finding the Right Show

When we were in pre-production for Godspell, I asked Stephen Schwartz a very simple question:

“In your words . . . what is Godspell about?”

His response?

“Godspell is about a community of people coming together.”

And the moment he said that, I knew.

Because if there’s a better description of crowdfunding, I don’t know what it is.

That was the click.

The marketing message matched the artistic message. Perfectly.

“This Can’t Be Done”

Once I knew Godspell was the show, I went about trying to figure out how to crowdfund a Broadway musical.

I asked my lawyer.

And I was told (many times): “This can’t be done.”

I knew there had to be some crazy way to do this. So I went to Google.

And I found something called Regulation A.

The next day, I called my lawyer with this regulation and there was silence on the phone.

Then he said: “You know what, Ken . . . that actually might work.”

The Hardest Thing I’ve Ever Done

Let me be clear.

Crowdfunding Godspell was:

• The hardest thing I’ve ever done
• Extremely expensive
• The most stressful experience of my life

We had to file with the SEC (United States Securities and Exchange Commission).

And when we announced it, it got way more attention than anyone expected.

The Moment I Almost Quit

During one particularly awkward four-week stretch of waiting to hear back from the government, one of my mentors called me and said: “Ken, it’s okay to stop. Maybe Broadway wasn’t meant to be crowdfunded. This is your first lead producing show – let’s make it easier.”

And he wasn’t wrong.

I could have stopped. I could have gone the traditional route. I could have listened to the naysayers. 

But I had a gut feeling.

That by choosing the “easier way”, it wouldn’t make the show stand out.

So instead, I put my head down and went even harder.

And thankfully I did.

What We Built Together

We raised about $5 million from over 700 people. Some invested as little as $1,000.

And here’s the part I love most: I’m still in contact with many of those investors today.

We called them The People of Godspell.

A community of people. Coming together. Just like Stephen described.

Some still invest with me. Some just keep in touch. Some still have their People of Godspell pins.

They didn’t just invest in a show.

They became part of something.

Why This Mattered So Much to Me

That’s honestly why I got into theater in the first place.

To be around passionate people. To build community. To make something together.

And that’s what made crowdfunding Godspell so special.

Not just the money.

The people.