"If any band could extend its creativity and spirit to redefine an entire industry, it would be Radiohead," said a feature in Time magazine, naming the band in its fifth annual list of the world's 100 most influential people. Other artists followed their lead, rejecting traditional marketing with similar online initiatives, from Nine Inch Nails and the Charlatans to Sir Cliff Richard and Coldplay and a host of new online services backed by major record labels. The decision to let people potentially download the album for free - in the event they paid an average of £2.90 - was hailed as a watershed moment, an attempt to reinvent the economics of an industry struggling to cope with the impact of digital piracy. It is a pioneering example of the new business model in today's digital landscape, with creatives cutting out the middle man - in Radiohead's case, their old record label EMI - and selling the content online themselves.
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