Wednesday, November 7, 2007

Radiohead's fans leave them 'High and Dry'


Social experiments are a way to understand society and social behaviours. As such, they can often lead to rather unglorious statements about our society.

So we have studies on how swearing at work can relieve stress. Maybe another study is required on how employees are affected when one of them starts relieving his/her stress by swearing loudly at meetings. Another on the impact on prospective customers/clients maybe?

Radiohead, the alternative rock band, decided on an alternative means of selling their new album, In Rainbows. They wanted their fans to decide the price at which they want to buy the album. The album was released on their website and allowed purchases for as low as 1 penny. This was an interesting social experiment which also had a possible econimic backlash to it. And unfortunately for Radiohead, and everyone who thought this was a path-breaking idea, its not quite gone as planned.

Studies show that more than 60% of the people who downloaded the album paid nothing! Only 38% paid anything at all, and the majority of these people paid less than 4 dollars - probably about a fifth of the price that would have been quoted for the album if it had been released the normal way. Kind of harsh!

On the flipside, Radiohead does get almost everything paid by a buyer since this model eliminates the label companies from the equation. This is a band which has a huge fan base of millions worldwide but when it comes to paying top dollar - i guess theres nothing like a freebie. But Radiohead was prepared for it, they knew it may all come to nothing at all. The website clearly informs the buyer that its upto you what you pay. Its a path-breaking way to connect to your fans definitely. And if this was Led Zep putting their new album out there and asking me to pay what I want for it - I would know what its worth and would pay it. I bet there were the true Radiohead fans out there too, who would know the albums worth and would pay the best they can.

With the worldwide popularity of peer-to-peer networks, and the high cost of buying music cd's, especially a new release, its hardly surprising that most people just helped themselves at the buffet. Being only a middling Radiohead fan, I guess I would have probably done the same - maybe I would have paid at most 4 dollars, the same price which Frys Electronics charged me for a brilliant collection of early Deep Purple classics which apparently no one was interested in. I found it in one of those discount bins, hidden in a huge pile of forgotten albums and collections.

But it must have hurt to think your fans dont think your new album is worth much. Radiohead now seems to have decided to re-launch the album in physical format. Possibly that haunting Thom Yorke refrain of "Dont leave me highhhhhh, dont leave me dryyyyyyyyyyy" must have come to mind more than once.

No comments:

Post a Comment