This is the new wave. "Crowdsourcing". People throw up an idea they have, ask folks to chip in, and the "investors" get a piece of the pie, or at least a product.
It's part of the Steve Jobs legacy of throw enough shit against the wall, and keep what sticks. Fail fast-fail hard. There's no more really working it out first, just keep slinging it. The old monkeys writing Shakespear bit.
With a known quality like a great drummer who has had very well received videos in the past, I suppose it's a way to self produce and get more of the returns. Rather than being a hired gun from a production company like Hudson, in this he owns all the rights and the folks who helped fund it only get a copy. I guess it works for everyone in a way. I certainly support a way for working musicians to get more for their efforts.
I guess all those "entrepreneurs" on indiegogo and gofundme are hoping for the same thing. That their idea is the next iPhone and they'll get it all less the few samples they give out to the folks who bankrolled it.