Radiohead’s In Rainbow has been well received by both critics, fans and pirates. According to an analysis of web traffic the album was downloaded from Radiohead over a million times. Proving that obtaining the album for $1 was too much for some, a report prepared for Andy Greenberg’s article Free? Steal it Anyway found the album was just as popular on file sharing streams.
Radiohead was actively looking for a label for the physical release of the album. Though they invited the major labels to the dance, the band has licensed the album to Side One, a new independent label. Coran Capshaw, the man behind Side One, has an impressive pedigree as he has managed the Dave Matthews Band, as well as has founded ATO Records, Red Light Management, and Music Today. (see, Radiohead Said to Shun Major Labels in Next Deal)
Essentially Radiohead has partnered with a label to provide manufacturing, marketing and distribution. It is a partnership because the band retains all of the interest in the intellectual property it contributes to the transaction. According to David Byrne, a partnership between artist and label, like the Radiohead/Side One deal, may be the most effective choice for an artist.
Following in the wake of the Radiohead release, Saul Williams will release an all digital album that his friend Trent Reznor (aka Nine Inch Nails) has produced. However, Williams has not adopted the user determined pricing model, fans will either pay $5 or take the album for free.
In the announcement on nin.com, Trent Reznor states “One thing that IS very different in our situation is that Saul’s not the household name (yet!) that Radiohead is, and that means we need your support on this more than ever. If you like what you hear, spread the word.” However, Saul Williams has a significant following that includes many of the fans for which he has performed at NIN shows. That is, Williams is not your average new and emerging artist.
Regardless, new models and methods for doing business in the music industry are emerging everyday. The goal should be to develop a healthy and vital economy that supports musicians and music, as well as the entrepreneurs who invest in the process.
For more on Radiohead see: Radiohead in Perspective and Radiohead in Perspective Part 2, or having your cake and eating it too
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