Radiohead is an innovator in the distribution of music on the Internet
The British group Radiohead does not just experiment with marketing techniques to spread its creativity on the Internet, but changes the principles of working with listeners on the network, makes the collective-listener relationship interactive to the utmost, and even makes the music industry work in a new way.
Pay as much as you think is right.
The first step was to sell the new In Rainbows album under the revolutionary Pay-what-you-wish scheme. Let me remind you that the scheme works as follows: the user pays for downloading the album in MP3 format, having independently determined the price that he is willing to pay (the maximum price was 99.99 pounds).
Statistics provided by comScore research company, showed that without paying a dime, a new album was downloaded by 62% of the total number of downloaded music on the Radiohead website, the remaining 38% paid for In Rainbows on average at $ 6.
This move allowed group managers Bruce Edge and Chris Hufford to be named Innovators of the Year at the MediaGuardian Awards in London. According to the jury, the main merit of managers is that they broke stereotypes and changed the methods of distributing music through the Internet.
Make us a video clip and earn money.
The next step to the title of the most progressive group of our time was the video actionproposed to fans of Radiohead. The essence of the action was that any fan of the group can make an animated video clip for a favorite song from the album In Rainbows, and participate in a contest with a prize fund of 20 thousand dollars.
All works were evaluated by a competent team of judges, and as a result, a dozen of the best clips were selected. Each of the authors received $ 1,000 to create a minute video, and only one of the most worthy of the top ten received the remaining $ 10,000 in the prize pool to create a full-fledged version of the clip for their idols.
What caused a large number of remakes in your work? (c) Irina Aroyan
A large number of remakes for the song of Radiohead - Nude due to the fact that the group itself askedfans of these remakes to do that the latter and began to do with enthusiasm. In collaboration with Apple , Radiohead made it possible to remix the song Nude.
Those who decide to give a new sound to the song of their favorite band can purchase ready-made tracks for recording bass, vocals, guitars, sound effects and drums through the iTunes Internet service. Having bought all five components before April 11, he will receive a password to access the file in the format of the GarageBand program (software is available only for Mac OS X).
Having finished creating the masterpiece, you need to put it on the website radioheadremix.com, where until May 1 the voting for the best track will continue. The reward for the winner will be that Radiohead will listen to his remix ... and, oddly enough, that's all. Controversial prize, but what it is.
To all, it became known that Radiohead is already thinking about recording a new album. The group confirmed that studio time for recording was already planned, and more than enough new material was collected.
In this regard, natural questions arise: how the new album will be distributed, how it will be promoted, what actions the tireless managers of the Radiohead collective will come up with after such a variety with the acclaimed In Rainbows.
Let's hope that, having laid the foundation for innovations in the distribution and promotion of its music, Radiohead will not slide into banal self-repetitions and deceit ...
Pay as much as you think is right.
The first step was to sell the new In Rainbows album under the revolutionary Pay-what-you-wish scheme. Let me remind you that the scheme works as follows: the user pays for downloading the album in MP3 format, having independently determined the price that he is willing to pay (the maximum price was 99.99 pounds).
Statistics provided by comScore research company, showed that without paying a dime, a new album was downloaded by 62% of the total number of downloaded music on the Radiohead website, the remaining 38% paid for In Rainbows on average at $ 6.
This move allowed group managers Bruce Edge and Chris Hufford to be named Innovators of the Year at the MediaGuardian Awards in London. According to the jury, the main merit of managers is that they broke stereotypes and changed the methods of distributing music through the Internet.
Make us a video clip and earn money.
The next step to the title of the most progressive group of our time was the video actionproposed to fans of Radiohead. The essence of the action was that any fan of the group can make an animated video clip for a favorite song from the album In Rainbows, and participate in a contest with a prize fund of 20 thousand dollars.
All works were evaluated by a competent team of judges, and as a result, a dozen of the best clips were selected. Each of the authors received $ 1,000 to create a minute video, and only one of the most worthy of the top ten received the remaining $ 10,000 in the prize pool to create a full-fledged version of the clip for their idols.
What caused a large number of remakes in your work? (c) Irina Aroyan
A large number of remakes for the song of Radiohead - Nude due to the fact that the group itself askedfans of these remakes to do that the latter and began to do with enthusiasm. In collaboration with Apple , Radiohead made it possible to remix the song Nude.
Those who decide to give a new sound to the song of their favorite band can purchase ready-made tracks for recording bass, vocals, guitars, sound effects and drums through the iTunes Internet service. Having bought all five components before April 11, he will receive a password to access the file in the format of the GarageBand program (software is available only for Mac OS X).
Having finished creating the masterpiece, you need to put it on the website radioheadremix.com, where until May 1 the voting for the best track will continue. The reward for the winner will be that Radiohead will listen to his remix ... and, oddly enough, that's all. Controversial prize, but what it is.
To all, it became known that Radiohead is already thinking about recording a new album. The group confirmed that studio time for recording was already planned, and more than enough new material was collected.
In this regard, natural questions arise: how the new album will be distributed, how it will be promoted, what actions the tireless managers of the Radiohead collective will come up with after such a variety with the acclaimed In Rainbows.
Let's hope that, having laid the foundation for innovations in the distribution and promotion of its music, Radiohead will not slide into banal self-repetitions and deceit ...