On Oct. 1, music fans worldwide belted out a collective shout of pure ecstasy as Radiohead announced, via its blog, that the band’s newest studio album would be released in a digital format in a mere 10 days. However, it was not the short time between the announcement and release that had fans salivating; rather it is the price, or lack thereof, for the album.
“In Rainbows,” Radiohead’s seventh studio album is, in essence, absolutely free.
After the release of the band’s last album, “Hail to the Thief,” in 2003, Radiohead cut all ties with EMI Music, ending a contract that saw the release and distribution of all six of the band’s albums. Now that the band has no contractual obligations, it is free to do whatever it wants with the recently recorded “In Rainbows.”
Luckily for us, Radiohead has decided to offer a digital download in which the consumer is able to name his or her own price. Take that, record labels. One of the biggest bands of the past decade is condoning and participating in what you’ve deemed illegal, unethical and downright wrong: downloading music and not paying a penny.
In recent times, the music industry, along with major labels, has tried only to prevent the inevitable rather than embracing it. From Napster to iTunes, the digital realm of music has grown and evolved. Rather than being forced to withstand blowhard members of Metallica whine, moan and draw up lawsuits, bands like Radiohead are paving the way for a new era of music distribution.
For those who are skeptical in regard to the band’s seemingly risky marketing move, one must understand the results of this endeavor will all be positive. This pay-as-you-please method of release has generated an insane amount of publicity in the past week. What did the band pay for this mass advertising? It all amounts to as much as most people will pay for the digital download: zero dollars. Granted, the band marketed its groundbreaking 2000 album, “Kid A,” solely on the Internet – they’ve done this before. But this time, the band has brought self-marketing to a whole new level.
Even though Radiohead appears to be making a bold statement to record labels across the globe, it’s not like the members aren’t going to make more money than ever before.
Although the digital download can be free, the Radiohead consumer has another option. The band offers a “discbox,” which includes a hard copy of “In Rainbows,” a bonus CD, the album on vinyl and an art book, and will be shipped out in December. This purchase is not of the fill-in-the-blank variety, and has a price tag of 40 pounds (around $80).
Not to mention that once the band signs with a new label (a deal worth millions), “In Rainbows” will manifest itself in plastic, and make its way across the Atlantic to record stores across the country. The band already has an immense fan base, but, with the recent publicity, is sure to pick up some new listeners. The bottom line is: “In Rainbows” will sell. Don’t forget, not everyone abstained from paying for the digital download, and every nickel and dime (or pence) will go to the band. It looks like CD sales may finally amount to some revenue.
But what does this mean for the record industry? Just like music itself, industry must grow and evolve. It even looks like Radiohead’s move might have started a trend. Trent Reznor of Nine Inch Nails announced the finale of an 18-year contract with record label Interscope last Friday.
Giving fans the power to decide how much value a band’s music truly has is a gutsy, yet thought-provoking move that will definitely change the music industry for the better. Leave it to Radiohead. If the band isn’t revolutionizing the music itself, it’s turning the very foundation of the industry completely upside down.
