If you are a Radiohead fan (who among us isn’t?) you have probably heard by now that they are releasing a new album on October 10th. It can be ordered online only at the Radiohead Web site, and is delivered either via download or a beautifully packaged disc-box. So what? Bands offer pre-orders on their Web sites all the time. This situation is different because Radiohead has set the price to purchase the album via download to “up to you.” That’s right - it’s up to you. The band has not set a price for the download, choosing to leave it to fans to determine the value to them individually.
I won’t get into Radiohead’s point of view on the music industry, as I don’t even know enough to be dangerous. What I do know, however, is what a great representation of trust this is. We talk to clients about the need to trust their brands, trust their messages, and trust their consumers due to how influential consumer-generated media is in today’s digital communications landscape. Companies need to trust that they can participate in social media, and that their reputation will protect them when needed. Radiohead clearly trusts their fans, moreso than the industry executives who should be there to protect them. I hope this works out for Radiohead because it will make a great case study as to how good things can happen when you are courageous enough to trust those that matter most.
And, if you are a Radiohead fanatic like I am, take a look at the song list and listen to some clips. Can’t wait for the 10th!
October 2nd, 2007 at 8:34 am
First of all Radiohead rocks, secondly, this initiative rocks. They are really laying it out there and I have a feeling that fans will appreciate this action. Talk about embracing your community. Reminds me of the t-shirt service Threadless (www.threadless.com).
October 2nd, 2007 at 8:53 am
Radiohead’s approach is interesting as are your thoughts on their trust in their fan base . In true Radiohead fashion, I need to be a bit more cynical. While I am a huge fan I have been perplexed about two things. First, what does this (and the release of Tom Yorke’s solo album) have to do with the fact they don’t have a contract with a label. Are both of these approaches simply efforts to avoid a contract with an industry Radiohead abhors. Second, interesting how Radiohead — a group that typically shuns mainstream media coverage — has found a way to use media without tainting their underground alternative image. I plan to pay $12.99 for the new songs, which is equivalent to what I normally pay at my underground CD store.
October 4th, 2007 at 4:39 pm
Band spokesman Murray Chalmers told the BBC that most purchasers of the “In Rainbows” download were paying retail!
“Although the idea is that you can decide what you want to pay,” he said, “most people are deciding on a normal retail price, with very few trying to buy it for a penny.”
What’s more, Murray said that “most” fans have been pre-ordering the 40 UK Pound ($80) disc box.
Talk about loyal fans. Very few bands could pull this off.
October 11th, 2007 at 3:23 am
This is much better than asking for ‘donations’ that many designers, developers tend to usually request for plug-ins etc. developed by them. Neat!
Cheers
Rajesh
March 18th, 2008 at 2:29 pm
[...] Remember that Radiohead offered their album, In Rainbows, to be download at a price determined by each fan, some paid $0, some paid $12. Seems like more and more the middle men (music labels and now producers / directors) are being left out. NIN (Nine Inch Nails) dropped their record label and sold their latest album online ($5) - they grossed $1.6million in the first week. Read what Trent Reznor had to say to his fans (notice the amount of comments: 3,133) [...]