Radiohead Breaks Ground Again
After a band puts the finishing touches on a newly completed album, the music gets “shelved” for a few months while the PR machine works its magic. The subsequent three or four months are spent generating buzz and building anticipation. That may have been the case for quite some time, but not anymore. Radiohead is set to release its new album next week – without the help of a label – via digital download at http://www.inrainbows.com/
In a move that illustrates the band’s defiance of convention, and signals a departure from the major-label model, Radiohead plans to “sell” the download for as much (or as little) as fans are willing to pay. That’s right – Radiohead is allowing fans to pay whatever they see fit. That means fans can purchase the music for as little as a penny. It makes sense. CD sales have been going down steadily with the popularity of online file-sharing and the like. Why not give fans what they want, build interest in the new music and get on with the live tour?
Most of the buzz about Radiohead’s strategy revolves around the idea that the band is moving away from traditional methods – from pricing strategies to distribution. What I’m curious about, though, is how these changes will affect communication channels.
With the ability for bands to sell their goods as they create them, I wonder how we’ll keep on top of all the music news out there. Will we need to check the websites of every band we like for new music? Will those websites send us updates about what our favorite bands are working on? How will they do that? Through a blog? Through email? For groundbreaking bands like Radiohead with a strong, loyal fan base, word of mouth marketing and viral communications may just be enough.
Word has it that Jamiroquai and Oasis will follow Radiohead’s lead. As more musicians take control into their own hands, we’ll see how marketing and PR practices change along with it. We’ll see these shifts soon enough, but for now, let’s just enjoy Radiohead’s new album. As far as the music goes, it’s Radiohead as usual – simply fantastic.