Thursday, October 11, 2007

Revisiting Radiohead's Experiment

Yesterday Radiohead's new album, In Rainbows, became available for download.

You'll recall that I posted last week here about Radiohead's marketing strategy of offering the album for free download, permitting listeners to pay what they wanted for it.

This morning, ABC News reports that listeners appear to be paying $8 on average for the download. This is down $2 from the $10 reported by the Wall Street Journal last week.

That sounds about right. Diehard Radiohead fans probably jumped on the bandwagon early, pre-ordering and paying more on average, while ordinary listeners signing on now that the album is available will probably bring the average price down.

Even so, because Radiohead is not distributing In Rainbows through a record label and has minimal promotional costs, the band may still come out ahead of the usual economic equation for a CD.

No comments: