Artists upload their project, means music and full profile. Music lovers find artists they like and found them. A predetermined (by the artist) reward (plus transaction/administration costs) buys them a piece of the project. And then you become a Fan of this artist. When the budget is reached (or partly reached), the artist will execute the plan. Fans get the incentives that the artist has offered. That create the very first circle of “crowd/audience”; Artists and Fans are closely linked together.