A Column In Rainbow
By Jeremy Lua
Early this month, I finally gave into temptation and bought Radiohead’s latest full length album, “In Rainbows”. However, this purchase was quite unlike any other I’ve undertaken so far – a digital download.
The concept was simple enough. Firstly, log on to Radiohead’s webpage for the record www.inrainbows.com , choose between the pre-order discbox or order the music download direct. Following which, you just select the price you wish to pay, make the online payment (via credit) and voila! The album is yours and you’ll be directed to a webpage with a link for the download (and subsequently the same link appears in your email).
Such was the experience of my virginal online music-download purchase – a hassle-free process, that I was a purchase-your music-online convert right away. Previously, I held off buying music online due to concerns that may be deemed irrational to the tech-savvy users out there.
A key concern of mine was the issue of electronic data loss. What will happen to my music if my computer crashes or some malignant virus wipes off all data from my hard-drive?
Thankfully, Radiohead made sure that consumers would not suffer as a result of loss of data due to hardware failure by offering an open link to download the album at any time. This is a stark contrast from the other online music stores, e.g. Apple’s iTunes, which places a limit on transfers and downloads per purchase.
WHAT IT MEANS… TO BE IN RAINBOWS
Although this move by Radiohead to first release an album online is by no means a first - after all, Neil Young, Pearl Jam and Rivermaya have done it, it is certainly ground breaking.
Firstly, this release by Radiohead is their first without major label support – after more than a decade and 6 albums with their record label, EMI. In doing so, Radiohead issued a challenge to the major labels that the golden age of the glitz and glamour of record labels and their high-rolling execs are over. As Thom Yorke said in an interview with TIME, “but the time is at hand when you have to ask why anyone needs one [record label]… it probably would give us some perverse pleasure to say 'Fuck you' to this decaying business mode.”
Indeed, with the advent of the internet and its unfettered democracy of information, the gaping divide between musician and consumer (or buyer and seller) has been closed – rendering the need for a middle-man as unnecessary.
As if to add insult to injury, the popularity of Radiohead’s move – it was reported that 1.2 million downloads* were recorded within 24h of the release, has given corporate labels a rather nasty kick in the gut.
While some may baulk at this move due to the potential fact that many buyers may choose to pay nothing for the album, it is worthwhile to note that with an average of £4 (S$11.58) paid for each download – it still adds up to a princely sum of close to £4.8m (S$13.9m).
And Radiohead gets to keep almost all of that money – more than enough to recoup the costs involved in the production of In Rainbows. Of which, is merely from the online music downloads alone.
This is not withstanding the fact that, in spite of the popularity of the pay-what-you-like scheme for the download of In Rainbows is but just an experiment intended to boost the sale of the physical album when it is release in January according to a report by Financial Times. Hence it is expected that sales of In Rainbows will be a hit – even for those who have downloaded the album, as the downloads are seen as a taster for the consumer.
IS THIS A REVOLUTION?
For many, this move is hailed as a revolution – for the first time, an act as big as Radiohead (they are grammy-award winners after all), has chosen to break with the record industry and offer their music direct to the users and letting them decide how much to pay.
It is a triumph certainly for both musicians and consumers. For the first time, musicians are able to keep almost all their profits while consumers are given the opportunity to pay for something at a price they feel is justified.
However, some may argue that that record companies play an important role in providing new-upcoming bands with a helping hand in providing an advance for their work and the much needed publicity to achieve commercial success, it is must be noted that this may not be the case for long.
After all, the advent of digital technology has enabled many a musician to record their music in their basements with ease, both methodically and financially. This, coupled with the huge success of myspace and the immense opportunity offered by the internet is fast becoming a tool for musicians to spread the word about their music.
The success of such a move in revolutionising the way music is being distributed may very well depend on how well Radiohead has fared (once the official sales figures are released) and how many major artistes are willing to take Radiohead’s lead and take the plunge in snubbing the major labels.
If this is a clairvoyant insight into the future, then it appears that the music industry is not going to be as gloomy as previously hailed by record companies – with more autonomy to the musicians and more choice available to the consumer, there can only be growth in the industry - More choices, better prices.
And for the music lovers this can only mean, we are In Rainbows.
For the record, I paid £5 for the download.
Radiohead’s In Rainbows was released online in October. The digital download has since been ceased, awaiting the release of the physical album on 31 Dec 2007. There is also a box set available for pre-ordering at their website, for £40.
*Unofficial figures circulated online; Radiohead management has refused to release sales figures ahead of the official physical release of In Rainbows.
