By Tom Kirkham
Having named their last record ‘Hail To The Thief’, Radiohead has embraced this concept yet further by inviting music listeners all over the world to relieve them of their new album ‘In Rainbows’ for nothing - no alarms, no surprises.
Actually, you do have the option of paying a nominal sum if, like me, you still harbour the deranged notion that artists should be financially rewarded for their efforts. But in allowing the listener to name their price, Radiohead is being credited with revolutionising music distribution and turning the download industry on its head.
Of course, it’s also rather brilliant PR! The story has appeared in every broadsheet, tabloid and business journal in the country, giving the band greater exposure than a conventional CD release and eliminating the need for a costly advertising push. Everyone knows the album is out there now, so Radiohead has maximised its potential audience and shown itself to be a ‘thought leader’ (ahhgghh) in its sector.
Interestingly, the tide has begun to turn slightly of late, with some reports now claiming that Radiohead's bold move has been a bit of a let down, suggesting that almost two thirds of so called buyers didn't actually pay a thing for the download.
But has this whole exercise just been about revenue generation in a digital age? There’s another aspect to the In Rainbows campaign that seems to have escaped the media’s attention, and suggests that the band aren't likely to sulk too much about stingy freeloaders…
When you order the album online, a closer look at the terms and conditions reveals the following:
“By registering with the shop, w.a.s.t.e. products may use your e-mail address to send you Radiohead news, updates, ticket info etc.”
Radiohead now has one of the biggest, most accurate marketing resources of all time. Rather than the usual list - heavy on outdated information, horrendous typos and dead people - In Rainbows has given the band a fitter, happier, more productive database, one on which practically every single person can be considered a fan. Clever, huh?
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