In an interview with ABC, Nine Inch Nails’ Trent Reznor question the manner and motives of the recent Radiohead pay what you want self-release. "I think the way they parlayed it into a marketing gimmick has certainly been shrewd," he told ABC’. "But if you look at what they did, though, it was very much a bait and switch to get you to pay for a MySpace-quality stream as a way to promote a very traditional record sale."
"There’s nothing wrong with that – but I don’t see that as a big revolution they’re kinda getting credit for…What they did right: they surprised the world with a new record, and it was available digitally first. What they did wrong: by making it such a low quality thing, not even including artwork… to me that feels insincere." Reznor’s criticisms would be seen as arrogant if hadn’t just come of one week sales of $1.6 million on his own self-release. (that story here).
He is also taking the new release Ghosts into the "visual realm" with a YouTube channel and online showing of fan created videos inspired by the release. Here’s Reznor’s introduction:
