In Rainbows - Marketing Radiohead Style

I'm listening to the new Radiohead album, In Rainbows, that I *bought* yesterday from their online store. If you've read any paper/blog today, you know the deal. Radiohead are finally without a label and have decided to release the album themselves, online. Perhaps more radically, they're letting fans set the price. All you have to do is go to their website and, server crashes notwithstanding, pick the price.

I'll spare you my opinion on the songs, since describing an album after only 24 hours of listening is at best futile and bound to be inaccurate in the long run. But I will talk the album's marketing, or rather, its anti-marketing, since that may be ultimately what's most interesting about In Rainbows.

Radiohead have long been masters of anti-marketing. After the intense press hype and intensive touring schedule for Ok Computer the band had a near meltdown. Their follow up album, as a result, was a different album (complete with electronic glitches and odd time signatures) that was marketed differently. For Kid A, Radiohead abandoned traditional music videos, pre-released radio singles, and they did very little initial touring. Instead, they held private listening parties and used their website to update fans on the development of the album. Kid A’s semi-secretive campaign created an air of intrigue that became an important statement about the band. Far from a lack of marketing, Kid A’s anti-marketing said much about Radiohead and positioned them as avant-garde, anti-corporate musicians.

Now, sans label, Radiohead is extending this strategy even further. To get the word out about the new album, they've relied solely on touring, their website, and the immense peripheral press (mainstream and online) that comes from a band as huge as Radiohead deciding they're going to let fans set the price they're willing to pay.
But they've also had over a decade of brand building done on their behalf (courtesy of Capitol/EMI). Without this, they could never have pulled this stunt as successfully as I'm sure it will work out.

And it will work. People will pay, because Radiohead represent a valuable product (in the eyes and ears of its fans). Also, the faith they are placing in their fans shows a level of respect for their fans not seen elsewhere (like the 6 recording companies who just last week sued a woman $222,000). Radiohead realize that people can and will get their product for free. Rather than fight through legal or technological means, they simply created a mechanism for people to show their appreciation, should fans feel its worth it. Importantly, this appreciation goes directly to the band, not through any label or (apparent) middleman. This only increases the likelihood people will support the initiative.

With Kid A Radiohead successfully convinced consumers the band was anti-corporate and unbranded, despite being on the roster one of the world largest recording labels. With In Rainbows their greatest achievement will be that they got consumers to pay for a product they increasingly frequently get for free. It's just too bad Radiohead didn't go the full 9 yards and allow fans to sample the work before deciding how much it was worth.