Benedict is a friend, journalist, geek, music lover and fan of Radiohead like me. As he quivered with excitement at the idea of the new album from Thom Yorke of the band "Kings of Limbs" , which will available for download in a few hours s ur Radiohead.com , I asked him to return to the "resurgence". In 2007, for "In Rainbows," the band's most adventurous and adventurous post-rock era and digital had made the bet to let users free to pay what he wanted. Including nothing. One way to create buzz, but also to test a new model of the disk at the time of "economy of gratitude". This time, the mysterious cloud tracklist of this eighth album will be offered at fixed prices. While Radiohead did any good or not? While waiting to hear this precious new album in a few hours (and sign, why not a music column jubilant duet with Benedict), I leave it to him to explain why and how of this highly anticipated release in terms of record business and especially the consumer internet .. .
U other music industry is not possible? The announcement last Tuesday at the site of Radiohead, the release of a new album, "King of Limbs" , downloadable from this Saturday, February 19 for 7 euros was seen by many as a renunciation. It must be said that four years ago, the biggest rock band in the world (well, okay, JC, after the Ramones, but much less dead) had marked the spirits for the album "In Rainbows end of 2007, users were free to pay what they wanted, including ... nothing. So the band to Thom Yorke Is back in line by abandoning free? In my opinion, no. History deal pending to listen to the disc, some thoughts in bulk. But as you just can not wait here is what looks like a first single, "Lotus Flower" , a superb track that the band plays on stage and tested for some time already:
C ow cost an intellectual work at the time of dematerialisation? The question stirred the world of music (and prevents the majors to sleep) over the last decade. The first response was: "nothing at all, since you can exchange files for free" . Ancient history: Napster opened in 1999 and closed in 2001, but thanks to his successors, it is still relevant. In 2007, Radiohead, who just slam the door of EMI staff, find another answer solo with "In Rainbows" : "the disc is what you want, as long as you pay" . At first glance, it's a little marketing coup or caprice star choice. With hindsight, it's a little smarter. Four years ago, not many people would buy music online - remember, everybody eat all Gnutella at the time. For many, the release of "In Rainbows" has learned that music could afford, and not only on iTunes.
HOW I MADE MY MILLIONS
And for the group, the operation was it profitable? Yes, undoubtedly. One month after the launch of In Rainbows , Comscore published a study all had downloaded the album, but more often (62%) without paying . Nothing to cry over the fate of the quartet Oxford: according to figures released by the group a year later, "In Rainbows" has sold in total, all media (CD, bonus package, download) to 3 million copies ... Which 1.75 CD, released a month later. It is three times more the previous album released by EMI Group.
Moral: if it is sufficiently known that the news flow, sell (and give) an album on the Internet is a great loss leader to sell records ...! And I'm not talking about touring ... As early as last Wednesday, the excellent indie label XL Recordings , which became the home of Radiohead announced the release of "King of Limbs" on CD and vinyl for March 28 . It will be interesting to see if, again, album version is outselling physical or immaterial.
And for the group, the operation was it profitable? Yes, undoubtedly. One month after the launch of In Rainbows , Comscore published a study all had downloaded the album, but more often (62%) without paying . Nothing to cry over the fate of the quartet Oxford: according to figures released by the group a year later, "In Rainbows" has sold in total, all media (CD, bonus package, download) to 3 million copies ... Which 1.75 CD, released a month later. It is three times more the previous album released by EMI Group.
Moral: if it is sufficiently known that the news flow, sell (and give) an album on the Internet is a great loss leader to sell records ...! And I'm not talking about touring ... As early as last Wednesday, the excellent indie label XL Recordings , which became the home of Radiohead announced the release of "King of Limbs" on CD and vinyl for March 28 . It will be interesting to see if, again, album version is outselling physical or immaterial.
EVERYTHING IN ITS
RIGHT PLACE
Last question: what is the right price of a paperless work? "The King of Limbs" costs 7 euros in MP3 (320 kbps) and 11 euros in WAV ("CD quality" as they say). Why 7 euros, and not 5 or 10? In my opinion, two explanations. First, because it is the price that people are willing to pay payers: comScore, people who bought "In Rainbows" online in its release in 2007 had paid an average $ 6 (8, 05 United States, 4.64 outside). Four years later, the operation can be seen as a beautiful (and inexpensive) market research. Then cause ... Apple . Explanation: the dominance of the iTunes Music Store in the world of downloading has de facto created a quasi-one price of the Digital album: EUR 9.99 in most cases (excluding promotions, EP, double album ... ). Of these 9.99 euros, Apple takes 30% shamelessly. That leaves roughly to artists and record companies ... 7 euros. An excellent price, for a group wishing to practice the sale without intermediaries. estimating the number of visitors from Radiohead to 1.2 million.
RIGHT PLACE
Last question: what is the right price of a paperless work? "The King of Limbs" costs 7 euros in MP3 (320 kbps) and 11 euros in WAV ("CD quality" as they say). Why 7 euros, and not 5 or 10? In my opinion, two explanations. First, because it is the price that people are willing to pay payers: comScore, people who bought "In Rainbows" online in its release in 2007 had paid an average $ 6 (8, 05 United States, 4.64 outside). Four years later, the operation can be seen as a beautiful (and inexpensive) market research. Then cause ... Apple . Explanation: the dominance of the iTunes Music Store in the world of downloading has de facto created a quasi-one price of the Digital album: EUR 9.99 in most cases (excluding promotions, EP, double album ... ). Of these 9.99 euros, Apple takes 30% shamelessly. That leaves roughly to artists and record companies ... 7 euros. An excellent price, for a group wishing to practice the sale without intermediaries. estimating the number of visitors from Radiohead to 1.2 million.
BG
(*) Not to mention a collector version to 36 and 39 euros (this time called "newspaper CD"), an annoying catch-bobo who goes completely over the against due next green group - the process "buy both a CD + 2 LPs from the same disc that I have downloaded full + ugly drawings that eventually the bottom of a drawer," even if the envelope plastic is biodegradable, it not what is best in terms of carbon footprint ...
And me JC, I offer two bonus tracks recessed cited in this excellent post:
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