Hats Off to Radiohead

Radiohead have always been a unique and rather excellent band. From their earlier works like Pablo Honey they have progressively grown and improved with every album they have released. But more than their music, they have received endless media attention for their principles. Yes, those vague things that nobody seems to have these days. Vowing to remain independent of record labels and free from contracts, they have taken this a step further by distributing their new album, In Rainbows, exclusively on their website, and through their download service called W.A.S.T.E (based on Thomas Pynchon's concept in the The Crying of Lot 49, a brilliant and rather complex book). But what is truly special about this policy is that the buyers get to choose their own price for the album. Yes, you read correctly. If you think Radiohead are absolutely terrible, you can pay 50 cents for their album without any ramifications (except hateful glares from fans like yours truly), and if you worship them, you can pay as much as you like. What is even more interesting is that so far, a large number of people have actually paid regular or higher prices for this album, showing that, contrary to popular belief, not all of us are thieving, slimy scoundrels. This method of selling has more or less shattered two basic economic and business-based principles:

1. For commercial success it is necessary to have a wide distribution base: While record labels like EMI and Universal are struggling to keep up with iTunes and Amazon, concept and underground movements like this one are gaining ground and becoming more and more commercially successful. They may not be linked with every mega-store in the country, yet Radiohead has shown that the quality of their music is a far more useful selling point than operating based on volume.

2. Selling at a fixed price just below or equal to that set by the market is a surefire way to profit: Once again, economics has been proven wrong. In this fast evolving market, people like to have power to choose. If they are given the right to decide, most of them will actually pay as much as you want or more. Which also refutes the theory that people are only good if you instill fear in them, but that's a whole different story.

Anyways, reading about Radiohead's independent success makes me happy and affirms that there are still a few people out there that believe in independent operation and the principles of consumer rights. I'm definitely going to order In Rainbows.

Link to In Rainbows
New York Times Story on Radiohead