So, Radiohead is giving away it's newest studio release for free, understandably causing quite the stir in the music industry. On the official website for the band, you select how much you want to pay for the digital download of the album, including nothing (c'mon nothing for Radiohead??). From what I can tell this is more of a pre-sale for the box set coming out in December.
Just like any other digital download, there are no lyrics or album images. The box set will contain vinyl, CD, a wealth of images and more, all for just about $65 US (40 pounds). Or you could just use this cover image in iTunes.
What's fantastic about this model is that before you can get your activated link for the download, you have to Register and provide your name, address and mobile number in order to proceed. These people can now be remarketed for other efforts. I like that they collected a mobile number vs. landline because mobile is the most effective way to reach me and I know that in my generation, most of us are using mobile phones and technology on a daily basis.
While the immediate revenue and value probably aren't going to be seen on this venture, gathering this information for later ventures is golden for the Radiohead folks. By the time the box set comes out in December, how many reminders do you think the people who downloaded the album already will have received?
So how much did I pay for my Radiohead download? Only time will tell.
10.14.2007
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