Pay Whatever You Want For New Radiohead Album
October 1, 2007 at 11:01 AM (PT)
Roughly 12,000 albums are released in an average year, so the announcement late SUNDAY night that the new RADIOHEAD record, "In Rainbows," will be out OCT. 10th is not itself big news, writes TIME Magazine. Sure, RADIOHEAD is on a sustained run as the most interesting and innovative band in rock, but what makes "In Rainbows" important -- are its record label and its retail price: There is none, and there is none.
"In Rainbows" will be released as a digital download available only via the band's website, RADIOHEAD.COM. There's no label or distribution partner to cut into the band's profits, but then there may not be any profits. Drop "In Rainbows" 15 songs into the online checkout basket and a question mark pops up where the price would normally be. Click it, and the prompt "It's Up To You" appears. Click again and it refreshes with the words "It's Really Up To You" -- and really, it is. It's the first major album whose price is determined by what individual consumers want to pay for it. And it's perfectly acceptable to pay nothing at all.
Check out the full article here.