Rainbows Connection

Buying the new Radiohead album is like going to the museum on Sunday: It's pay as you wish. And it's also proof that even in the Internet age, a secret can be kept. In Rainbows, the new album by the Oxford, England outfit that stands alone when it comes to commanding a mass audience while exploring rock's experimental vanguard, wasn't supposed to come out until next year.
But in fact, it's coming out next Wednesday. And if you're hard up for cash, it's free. Thom Yorke, Jonny Greenwood et. al. announced today that Rainbows, their seventh studio album, will be available at Radiohead.com starting October 10 as DRM-free MP3 download. It's produced by their regular knob twiddler, Nigel Godrich, andcontains 10 songs, a bunch of which they played when they opened a U.S. tour at the Tower Theater in Upper Darby in June 2006.
You can get the music for free, or $9.99, or $1000, if Radiohead is your favorite charity. In Rainbows is available as either a download only, or as Discbox, a box set that includes the MP3s, plus double vinyl and CD versions of the album, plus a second disc with 8 additional songs. (Discboxes don't get shipped until Dec. 3 - though if you buy one, you'll be able to get get a download next week. They go for 40 British pounds, which translates to close to $80. And yes, they promise, an actual CD of Rainbows will be in stores, sometime in 2008. )
The whole enterprise is clearly designed to throw the music industry into a tizzy and spur further debate about proper pricing for music on Internet sites such as iTunes, where Radiohead refuses to make its music available. As with Prince, who gave away almost 3 million copies of his album Planet Earth though the U.K. newspaper the Mail on Sunday this summer, Radiohead is definitely an example of a band who can afford to give their music away, because of past success.
It's not a model that will work for everybody, but these guys can get away with it, because the good will the giveaway will generate will only grow their fan base. And diehard fans will cough up the 80 bucks for the Discbox to be able to hold their favorite band's new product in their hands. Plus, there's plenty of money to be made once they head out on tour, and not a penny that goes to thier record label.





