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News > Radiohead's In Rainbows comes with special payment policy
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OCT
01
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Radiohead's In Rainbows comes with special payment policy
By: Brad Hodson
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 Today, Radiohead updated their Dead Air Space blog with this message: "Hello everyone. Well, the new album is finished, and it's coming out in 10 days; We've called it In Rainbows. Love from us all. Jonny." Also, Radiohead.com now forwards you to In Rainbows page to purchase their album. We all knew Radiohead didn't have a studio, and were wondering if they were gonna get signed to release this one. The distribution method? They are releasing the 15 track album for download from their own via their website. The price? Your choice.
So you wanna pay $15? Go ahead. You wanna pay $100? Be their guest. You wanna take it for free? Sure. But, while I'm sure we'd all love free music from the greatest band in the world, to tell you the truth, that isn't exactly what is happening here.
I believe the first time this happened with a high profile act was with Wilco's Yankee Hotel Foxtrot. The band put their entire album up for free download after being dropped by Reprise Records. They put it up for free, no donations, no revenue of any kind, as a way to 'stick it to the man'. After Radiohead's contract with EMI/Capitol ended in 2003, frontman Thom Yorke told TIME magazine, "I like the people at our record company, but the time is at hand when you have to ask why anyone needs one. And, yes, it probably would give us some perverse pleasure to say 'F___ you' to this decaying business model." Was there any doubt that Radiohead would avoid record labels after this statement?
Payment plans like this are also implimented in freeware programs and applications. Usually, while you could get the software for free at any time, you have the option to donate either at download, or down the road after you've tested, used, and loved the program. Or, if you'd like to help the developers make the program better for you by just paying them to do the work. This system works pretty well for established developers, because they have their own cash to fall back on, just like Radiohead.
This system is much like a charity collection plate. You can donate, but it isn't required. If you do donate, you feel good, and the recipients are rewarded as well. If you don't, that's okay. You aren't expected to, but you certainly aren't helping the program continue. So, donating is a worthy cause here. If you don't want to be overcharged for music in the future, you have to pick your battles now. And this is one of them. This is your ticket to tell the industry what you are willing to pay for their talents.
That said, this system might catch on, but only with the bigger acts. Smaller acts don't have enough pull, or even a dedicated enough fan base to draw any amount of liveable revenue. Therefore, this new policy won't negate the importance of record labels, but will instead force them to downsize and use their assets to scout out and help smaller acts to obtain radio play and, well, fans.
Remember, not all acts are created equal, and not all acts are your preference. Why should it all cost the same? In my opinion, Radiohead is much more valuable than Kanye West, or Macy Gray. Not necessarily because of a gap in talent (hard to judge, since their working with totally different musical genres), but because I prefer Radiohead's style, composition, and tone far greater. Therefore, Radiohead is worth much more to me, and I'd be willing to pay a higher price for them.
The outcome of Radiohead's decision will determine the future, and I hope the industry takes the statistics to heart.
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