Ever since Lars got his panties in a bunch over the whole Napster issue, bands have started to embrace the new online distribution methods. Apple and iTunes have made a mint by streamlining the pay per download scheme; you won’t see a band alive that doesn’t have a MySpace page with songs available to listen; and lately bands have been allowing their albums to be downloaded free from their websites for a period of time in hopes of a viral campaign, as well as to simply get the music in the hands of the people.
News came out recently that Radioheads new album, In Rainbows, is available online for a price you determine. If you feel it’s worth 29¢, then that’s what you pay. If you think it’s worth $489, then that’s your prerogative.
Don’t be fooled by thinking this will be a new model for years to come. This is simply another marketing technique, but I believe it will work. Not only is it an instant viral concept, but fringe people like me will throw down a couple dollars for an album that they normally wouldn’t have bought, simply because it’s priced so cheap. And it is likely that most of the millions of die-hard fans will be unable to resist buying the box-set, available in December.
I think it’s great. Anyone else going to buy it? What’s your price?
**UPDATE**
I just downloaded the album. Saucy!! My price landed just (barely) above cheapskate, and a little below full retail price—2.45 Euro’s or $3.50—because I wouldn’t have bought this album in normal circumstances. I just wanted to check it out because I’ve liked a few of their songs in the past.
So far, two songs in, I think I may have paid too little. Raidohead kicks some serious butt!
I went to the website, but I can’t figure out how to purchase it. . . any ideas?
I had problems at the website, too. Must be getting a lot of traffic.
If this album is good, this will be the best marketing campaign ever.
And honestly, if they build their fan base through this effort, they will make more touring to support the album (if they do), because maybe more people will show up. Bands have the potential to make more money touring than through music sales, that’s for sure, since so many people have their hands in the money pie. Why did Metallica tour for like 3 years straight supporting their “Black Album?”
I went to this site and added it to my cart. It seemed pretty easy. The only problem I’m having is the conversion rate. I don’t want to accidentally enter a price of $500 when I’m trying to do $5.
Other than that, it worked good for me.
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