A few weeks back, when the loyal Trawhordes were slavering for new material, I couldn’t promise much: the life of the Traw is rife with distractions (i.e. 6 fantasy football drafts), and I knew it would take some pretty monstrous news to bring me a-bloggin’.
Like many of you, I expected the desire to delve into the mysteries of Dragon Wars to be the siren which called me back, but alas: turns out there’s only so many ways you can say “Guh?”
Luckily, this morning brought a shocking bit of news which has since wended its way throughout the deepest canyons of the internets, leaving a trail of elated Anglophiles and (we imagine) distraught music executives in its wake: Radiohead are releasing a new record! Next week!! And you won’t be seeing it in stores until 2008!
Guh?
Yep, as it turns out, those mopey moppets from Oxford aren’t just innovative and brilliant in their musical endeavours: they’re now about as far out on the leading edge of the music business as anyone has been in years.
Here’s the innovation:
1. Radiohead does not have a label.
2. Following from (1), their new record In Rainbows will not be sold as a CD in your local Best Buy (yet), but rather offered as a digital download direct from their website, and/or a £40 double-LP/CD giant boxset, which is available to pre-order now and ships worldwide in early December.
3. Oh yeah: the price of the digital download is 100% at your discretion. As in, if you think it’s worth $50, you can pay $50 for it; if you think it’s worth a dime, you can pay a dime.
And here’s the genius:
1. I won’t speculate about the nature of Radiohead’s 10+ year relationship with Capitol Records. Capitol certainly did their part in helping Radiohead become one of the biggest bands in the world, but having fulfilling their contract, its hard to argue that the band has much else to gain from the relationship. It seems reasonable to assume that most things they lose out on by not staying with Capitol or another major (i.e. money and muscle to promote their records) is offset by cutting out the triple-threat middlemen of label, distributor, and retailer.
2. The formats offered with the initial release of In Rainbows shows that Radiohead, or whoever came up with the idea, has a pretty shrewd understanding of their audience and the marketplace they are dealing with. On the one hand, you have a lavish, expensive box set replete with vinyl, liner notes, photos…basically everything that traditional record collector nerds love to throw our money at. Money which, again, isn’t being filtered through a multinational corporation or two before it gets to Thom Yorke’s bank account. On the other extreme, you have mp3 downloads for the “casual fan,” which, again, aren’t coming through a titan like Apple or even Amazon, but are being sold direct through the band’s own website.
3. Most genius of all, the “name-your-own” pricing for the aforementioned mp3s. This isn’t just a cute PR move designed to make Radiohead look consumer-friendly. It’s an idea that shows great recognition of the realities of selling music in 2007. As unprotected files, these songs are sure to be up on Soulseek, Bit Torrent, and any other filesharing service you can think of within hours of their release to the public, which would usually mean that about 2/3 of the people who download them at all would be doing it illegally (i.e. free). Even if 1/3 of downloaders agreed to pay a standard $9.99 for the album, the file-sharing majority would ensure that, in essence, Radiohead would end up with about $3.33 for each copy of the record out there.
By offering the record themselves for next to nothing, and with the added guarantee that you’re not going to have to hunt through hundreds of fakes to find the real deal, Radiohead give their fans a pretty unshakable incentive to go to the source for their fix, and knowing the nature of their fanbase, I wouldn’t be surprised to see a fair amount of people tossing a couple bucks their way. Y’know, just to show the love.
There are, of course, some lingering questions: What’s going to happen with the CD release next year? How much traffic can Radiohead.com handle? How many people are willing to spend $80 on a record you can legally download for free? How would this business model translate for a band without Radiohead’s clout? Ultimately, is In Rainbows even any good?
Regardless of how it plays out, this whole thing is fascinating to me. For years, the litany of the industry has been “Think outside the box – adapt or die,” and along come the industry’s favorite sons with a plan of their own: leave the whole damn box behind.