Asking fans to pay anything from 1 pence (plus a 45 pence service fee) to whatever they
think is fair for a download, Radiohead is offering their latest release "In Rainbows" for
pre-order. "So far" the download or a 2 vinyl disc + CD + download package for 40 Pounds Sterling is available only via a special band website.
ANALYSIS: By avoiding all label machinery and going direct to fans with this unique pricing model, Radiohead is maintaining renegade credibility while still monetizing their relationship with an increasingly savvy and fickle indie fanbase that has come to expect music for free.
They’ve also turned their fans and the entire blogasphere into their free promotion machine.
Critics will point out that the band is able to make this leap only because of years of expensive promotion from EMI. But the groups still deserves points for the bold move and with luck someday they will share the average price fans saw fit to pay so that this experiment can serve to guide and embolden others
