Radiohead to Sell ‘In Rainbows’ Tunes at iTunes
Everyone knows of the huge success Radiohead experienced via its pay-what-you’d-like sales model. The band made more money off In Rainbows using that model than all their other albums combined, according to a Wired interview.
So, why has the band now chosen to release the album on a per-track basis via iTunes, which is a departure from their previous stance?
Album sales are in a free-fall industry-wide, but that trend didn’t affect the sales of In Rainbows, so, clearly, that’s not the reason.
Based on what I’ve been able to surmise it has to do with the band’s split from EMI, the result being they now have control over their own music and licensing arrangements.
In Rainbows was a promotional stunt designed to generate buzz for the album’s official release. Obviously, it worked very well for the group. But, like most stunts, it will only work once.
Considering the surge in digital downloads (which are showing 45% growth year on year) distribution via iTunes is a smart business move. Frankly, in a day when the music industry is in such upheaval, the more distribution channels the better.
Filed under: Marketing Trends, Music Marketing
I couldn’t agree more. I think this move is more about reach and exposure than making money. There are plenty of people that like Radiohead but are not “true” fans. Those individuals would rather search on iTunes (easier process) than look for the Radiohead site. The “true” fans have already downloaded the album to make it the success it is. Now my only decision is do I purchase it from my computer at home or at work.
[...] Radiohead to Sell ‘In Rainbows’ Tunes at iTunes So, why has the band now chosen to release the album on a per-track basis via iTunes, which is a departure from their previous stance? Album sales are in a free-fall industry-wide, but that trend didn’t affect the sales of In Rainbows, … [...]
I downloaded the album from their site not because I am an avid fan, but because it was the first major initiative of its kind. As more and more artists take to free, or pay what you want, downloads, the novelty will certainly wear off.
There will be artists out there that you’ll take the time to search for and others will simply fly under your radar.