Radiohead!!

So it seems that Radiohead has finished their newest album. They announced just yesterday that the album was complete and that they were releasing it in...10 days. 10 days?! How? They are releasing it themselves online via their website.

There are two ways to score the upcoming record. One: buy the massive box set that will arrive to your doorstep for a mere $81 (shipped on or before Dec 3, 2007). It will include the two-disc CD, two heavy vinyl records, a lyric and artwork booklet, and a book of photography/artwork all wrapped up in a collector's box. Two: download the record straight from website. Cost? However much you want. £1 or $100. Apparently they intend on releasing a hard copy available in stores everywhere sometime in 2008 but haven't announced the label or distributor. Anyone running a label would be fool not to take a few less percentage points on the deal.

Many websites are claiming that this will completely revolutionize the model but I must disagree. Not many bands could pull this type of distribution off. Radiohead can, Tool could, Dave Matthews Band might be able to, along with Wilco, Bright Eyes, and Beck, but very few bands could. You have to consider the demographic of these bands: superfans. Only blog-savvy fans that are ravenous for new music will be aware of such a promotion. Radiohead will certainly be able to reach gold status using this method because they have such loyal fans, but changing the industry? I don't think so.

The people this is really hurting are the advertisers, non-technological people, and mom and pop stores. While I appreciate the whole marketing concept and 100% support mom and pop stores, this won't kill either one of them.

I applaud Yorke and company for having the cojones to pull such a stunt and am perched on the edge of my seat for the new record (praying it is better than Hail to the Thief). Stay tuned to Pitchfork and the Radiohead website in the coming week and make sure you buy (or just download for free straight from the website) the album on October 10th!