Don’t Give Up On Us Now, Thom Yorke!
Oh my. The latest words from Radiohead’s quirky frontman Thom Yorke aren’t about how much money they earned by giving away their music. (Sounds weird, but that’s how things work in this crazy 2.0 world.) It’s about how they don’t plan to do that again.
A somewhat vague quote from The Hollywood Reporter goes as follows:
“I think it was a one-off response to a particular situation. It was one of those things where we were in the position of everyone asking us what we were going to do. I don’t think it would have the same significance now anyway, if we chose to give something away again. It was a moment in time.”
On one hand, it’s only logical. No one really expects them to let people choose what they’re going to pay for their music till the end of eternity. However, it raises certain concerns, depending on what exactly Yorke meant, whether Radiohead really gets this thing or not. 
Radiohead was criticized once already by Trent Reznor, who also gave away parts of Nine Inch Nails’ new album, Ghosts I-IV, but in a slightly different fashion. Reznor called Radiohead’s effort a “marketing gimmick,” and Yorke’s latest statement does nothing to disprove it. Reznor did it right. He set out his plan very clearly, and he’s doing well, earning 1.6 million dollars from album sales in the first couple of weeks, according to him.
There’s a number of opinions on how bands should distribute (and profit from) their music; here’s mine. A band should:
a) charge very little or even nothing for the actual digital copies of their music, especially if it’s quality is lossy (MP3). Digital copies of music can be infinitely copied at zero cost, and therefore their actual value is inherently very small.
b) make sure to offer a variety of choices for purchasing their music, including some added value - CDs, LPs, limited editions, signatures, t-shirts, stickers, concert tickets, vouchers - for the more expensive versions.
c) cut out any middlemen which don’t really provide value to the customer.
It’s very simple. Nine Inch Nails did exactly that, and it worked. Hopefully, Radiohead will do some version of this with their next album. It would be a huge disappointment to see them go back to the “traditional” ways of selling music for their next album. There are other models, too. Einsturzende Neubauten, for example, have let fans that paid a subscription to their web site create their music together with them.
What matters, ultimately, is that people will not and should not pay for something that’s free anyway. Instead of decreasing value of music with DRM (the era of which is, hopefully, behind us), the value should be increased, and users should stop being harassed for sharing. Radiohead and NiN helped pave the way; hopefully they’ll stay on the right track.
Read more of my ramblings about the music industry, distribution of music, and piracy here:
Wanna Beat Piracy? You Have to Do Better Than Them!
RSS and Giving Away Music - What’s The Difference?
Preemptive Piracy Tax: Will Everyone Have To Pay?
© Stan Schroeder for Mashable! - The Social Networking Blog, 2008. |
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