A proposed new music blog aiming to be funded by Kickstarter donations has fallen $45,000 short of its initial target.

The website, a brainchild of LA writers David Greenwald and Daniel Siegal (pictured above), had set a goal of reaching $54,000 – with money coming from supporters online.

However, the site – entitled UNCOOL – had received only $9,229 worth of backers when its deadline passed.

The promised publication offered readers “longform music journalism. No ads. No hype. No limits” for their money in return.

Stool Pigeon reports that Greenwald tweeted the day after the deadline:

“Not going to ask anybody for money again for a long, long time.”