New Radiohead

Just when you thought the coolest band couldn't get any cooler...

Radiohead made the surprise announcement on Saturday morning that their new album will be available on October 10th as a download from their website. There will be no set price to pay - fans can pay as little or as much for the album as they want, including nothing. Then, in December the band will release a special "discbox", consisting of the new album on both CD and vinyl as well as a bonus disc of all new material. Check it out here: www.inrainbows.com and here: www.time.com/time/arts/article/0,8599,1666983,00.html

True, "pay-as-you-wish" for digital music is not a new phenomenon. However, the fact that a band as famous and universally revered as Radiohead is completely circumventing the traditional selling apparatus is leading many to the conclusion that we could be seeing the end of the music industry as we know it. One can imagine a whole different paradigm where today's platinum and gold chart obsessions are rendered obsolete and albums themselves become promotional tools for bands to advertise their live shows, so that people who like playing music will get paid for playing music. Truly revolutionary.

I also this rollout is very intelligent just from a pure marketing prospective. By democratizing the release itself, Radiohead will maximize its reach into the marketplace, expanding its fanbase while building goodwill. Also, by not signing to a label, they have virtually eliminated the possibility of an early leak and restored the anticipation of "release day" that brought fans together in the pre-mp3 days. Finally, as a reward for their more devoted fans, they will unveil an exclusive 2nd album in December, further extending the brand experience for those with a real passion for it. Maybe Thom Yorke has been reading "The Long Tail"?