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Radiohead’s free distribution yields results
Author: Phil CogarPublished: 8th November 2007
Those who downloaded and those who ordered the box set are content about their choices
Probably unsurprisingly, 62 percent of the people who downloaded their new album In Rainbows opted for the free method. However, of the remaining 38 percent, 17 percent dictated a price of between a penny and £2.00. 12 percent, the next largest group, chose a price between £4.01 and £6.00, just shy of what most albums cost on iTunes in the UK. An additional six percent chose between £2.01 and £4.00, and four percent were generous enough to dictate a price between £6.01 and £10.00.
Again unsurprisingly, record company associates such as Chris Castle, a seasoned music attorney and record executive, have quickly dismissed these numbers. Mr. Castle has stated that it’s way too early to try to extrapolate broad results from this one instance. He brings up the question of whether the band is making money – Radiohead has obviously still had to pay the costs to distribute music online, but hasn’t lost any revenue to record companies.
However, Castle wasn’t so quick to dismiss the practice altogether, stating "I think if (the music industry) had done this kind of thing a long time ago we'd all be better off." Castle has seen his rounds between working for A&M Records and representing popular performers such as Sheryl Crow, and brings up the fact that an album can be expected to generate money for at least two years starting from when the album is released and can be extended when a tour supplements an album.
Castle estimates that Radiohead earned between £4.5 million and £10 million per album while they were on contract with EMI, but EMI declined commentary on this subject. The average amount spent for each download equates to £1.13, and there was possibly a giant hike in the number of albums distributed.
"I may not agree with what they are doing but I think people should respect what the artist wants," Castle said. "If they want to give their music away, let them." He also brings up Radiohead’s much larger-than-normal following, and that these numbers can’t be extrapolated to all performers.
Trent Reznor, the front man for Nine Inch Nails who is also producing and releasing albums independently and digitally, has also chimed in. "I think there were some serious flaws with how they executed," Reznor said in an interview with CNET News.com last week, "but it was a good idea."
However, record companies are taking notice of their customers' interest in digital copies. EMI has announced that it will release Radiohead’s first six studio albums and one live album with multiple formats to choose from; one of which being uncompressed WAV files on a USB drive for £83.50.
Have you already downloaded In Rainbows or have you even ordered the box set in true support of the band and devotion to higher-quality audio? Share your thoughts over in the forums.
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Comments (15)Stats: 0.044 seconds
Can't wait for December. I want my disk box now!
ditto....
LOL! Welcome to the digital Millenium EMI. Or ppl could just buy the collection and rip it to FLAC thereby having both CDs with covers and all AND a digital lossless copy that takes up less.
But but but. Still great to see an initiative towards not locking customers down with DRM. Just a shame that they want it to cost a premium.
He does send you the actual CD or t-shirt etc, so there is a minimum cost... But his figures, being a middle of the road artist and doing over many years... Should give a good figure. Record companies won't like his successes mind!
If they did that, then they wouldn't be able to DRM it. Doubtless, the WAVs on the USB drive will probably be locked down like hell.
And I wonder if they included multiple downloads in the numbers? I, for one, tried to download the album several times but failed because the link that they provided didn't work.
BitTech news could perhaps link directly to the article where Chris Castle commented on Radioheads "In Rainbows", no?
As for the Radioheads new distribution method results:
Overall, the band grossed about a quid per download, reckons ComScore. People who paid contributed an average of $6.00 (£2.89) - but once freeloaders were included, that falls to just $2.26, or £1.09 per album.
Instead of:
He guessed that when royalties were combined with money earned from publishing, Radiohead saw between $3 and $5 for every album sale.
I see Radioheads move as a commercial flop but an amazing marketing tactic.