The music event of this season will be the release of rock band Radiohead's new album, In Rainbows. That's partly because of the music, from one of the world's most innovative bands, but also because of the way they're releasing it: They are giving it away.
In Rainbows will be available only HERE. Consumers place the digital files in their "shopping basket," and when they get to the payment page, there is a question mark listed as the price, and they're told, "it's up to you"—you name your own price, and it's totally acceptable for that price to be zero. (You can already pre-order. Downloads will be activated on Oct. 10.)
On the site you can also buy the physical version of In Rainbows: a box containing the new album on CD; the new album on two long-playing vinyl records; a second CD with more new songs, photographs, and artwork; an artwork booklet; and a booklet of lyrics. Plus, the download is thrown in as a freebie. The artwork is by Stanley Donwood, Radiohead's longtime collaborator. The boxes are priced at £40 ($85), including postage, and they will be shipped around Dec. 3.
Radiohead seems to be adhering to a statement given to Time magazine by lead singer Thom Yorke a few years back: "I like the people at our record company, but the time is at hand when you have to ask why anyone needs one."
But it may take longer for the music industry to work out the ramifications of these innovative approaches to music distribution—as a whole—and for younger, upcoming artists. For now, go online, name your price, and enjoy the music.
