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I Am Skooter
So here's us, on the raggedy edge.
It's my father's voice dreaming of / Sailors sailing off in the morning
— Wilco, Poor Places
November 6, 2007
Checking In on Radiohead’s Experiment

The New York Times has a reality check on Radiohead’s experiment with giving away their new album In Rainbows.

…most decided against paying, with only 2 out of 5 people paying an average of $6 for the album, “In Rainbows.” Here are the statistics, from a news release:

Paid Downloads:38%40%36%
Free Downloads:62%60%64%

“That’s a large group that can’t be ignored and its time to come up with new business models to serve the freeloader market,” Fred Wilson, managing director of Union Square Ventures in New York, told Canada’s Financial Post.

I fall into the category of downloaded and didn’t pay. I also fall into the category of being fairly ambivalent towards Radiohead: I wouldn’t have bought the album anyway. (I don’t know why…I liked the first album, and recognize the talent…it just doesn’t resonate with me. Maybe not enough twang.)

It’s worth pointing out though that this experiment doesn’t mean much to the future of the music industry: Radiohead’s reputation was built by the old music industry, by a record label that actively and aggressively promoted them. The band is well established.

For bands of the future, the first hit is going to be the hardest one to find, not the seventh.

Posted by skooter at 2:24 PM This entry is filed under Marketing, Music, Technology.
This entry is tagged: Articles, Music, Online Marketing

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