The Radiohead Conversation

28Oct07

Radiohead took the world by storm a few weeks ago with the release of their latest album, InRainbows. The most talked about topic by far is the option to download the album for free.

Yet there is so much more to this release than meets the eye. Between the series of cryptic messages that preceded the release, and the InRainbows/OK Computer conspiracy theory, Radiohead has succeeded in creating a stir never before seen in the music industry.

Here’s how they did it:

Distribution: While the physical album isn’t available until December, the band offered consumers the option to download the album or pre-order the box set beginning October 10. By dropping their label, Radiohead eliminated the middle man, making the web the only channel through which the album could be purchased.

Pricing: Never before has an artist offered a completely free download, trusting their fans to pay what they think the music is worth. When you select the download option and arrive at the pricing page, the price field is left blank and it actually says “it’s up to you”. If you click on “Details” it says “no really, it’s up to you”.

Some consumers are no doubt opting to take the free route. But the true fans are supporting the band in droves. In the first week alone, they sold 1.2 million albums at an average price of $8. What’s more, many of these people will also buy the box set when it comes out. I paid £5 ($10 CAD) and it was well worth it – a hauntingly beautiful album. Not that I expected anything less from such a legendary band.

Promotion: Radiohead announced the new album, which wasn’t expected until 2008, just 10 days before the download became available. They also began sending fans a series of 10 cryptic message in September, further stoking the fires of conversation as people tried to decode the hidden meaning.

Conspiracy Theory: Perhaps the most interesting discussion is that surrounding the relationship between InRainbows and OK Computer. Puddlegum put forth this theory (see excerpt below). Check out their blog for the full article and instructions on how to create the playlist.

“Consider that In Rainbows was meant to complement OK Computer, musically, lyrically, and in structure. We found that the two albums can be knit together beautifully. By combining the tracks to form one playlist, 01 and 10, we have a remarkable listening experience. The transitions between the songs are astounding, and it appears that this was done purposefully.”

The conversation created around this release is impressive, to say the least. And all without the support of a label. I think it’s safe to say this little social experiment has been incredibly successful, and I say good on Radiohead for taking the chance. While most small or lesser known bands could never accomplish this, it will be interesting to see how the music industry responds in such tumultuous times. Watching and waiting!

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Tags: conspiracy, culture, InRainbows, music, Radiohead, social experiment