The great riddle facing the record industry in the digital age has been pricing. Napster and its ilk puckishly offered music for "free" in the late 1990s, and the major labels have largely clung to an average of $13 for CDs despite plummeting sales and seasons of downsizing.
Now, one of the world's most acclaimed rock bands, Radiohead, is answering that marketplace riddle with a shrug. "It's up to you," reads a message on the Web page where fans can pre-order the band's highly anticipated seventh album and pay whatever they choose, including nothing.
For The Record
Los Angeles Times Wednesday, October 03, 2007 Home Edition Main News Part A Page 2 National Desk 1 inches; 32 words Type of Material: Correction
Radiohead: An article in Section A on Tuesday about how the rock band Radiohead is selling its new album identified the title of that work as "In Rainbow." It is "In Rainbows."
The British band, which has twice been nominated for a best album Grammy, will sidestep the conventional industry machinery altogether Oct. 10 by releasing the album "In Rainbow" as a digital download with no set price. The album will be available only from the band and at radiohead.com, its official site.
It may sound like a gimmicky promotion, but industry observers Monday framed it in more historical terms: Radiohead, they said, is the right band at the right time to blaze a trail of its own choosing.
"This is all anybody is talking about in the music industry today," said Bertis Downs, the longtime manager of R.E.M., the veteran alt-rock band that was inducted into the Rock and Roll Hall of Fame this year. "This is the sort of model that people have been talking about doing, but this is the first time an act of this stature has stepped up and done it. . . . They were a band that could go off the grid, and they did it."
Another high-profile manager said he was still trying to process the boldness of the Radiohead venture. "My head is spinning, honestly," said Kelly Curtis, who represents Seattle-based Pearl Jam. "It's very cool and very inspiring, really."
Radiohead is hardly abandoning the idea of making money.
Its website will also sell a deluxe edition of "In Rainbow" that comes with versions in three formats (CD, vinyl and download) along with eight bonus songs and a lavish hardcover book with lyrics, photos and a slipcase. That package costs 40 British pounds (about $82).
In the coming weeks, Courtyard Management, which represents the band, will reportedly negotiate with labels about a conventional release for "In Rainbow" that would put it on store shelves in 2008. Sources with the band acknowledge that the major labels may balk at the notion of releasing an album that has been available free for months. Still, previous Radiohead albums collectively sell about 300,000 copies a year, according to Nielsen SoundScan, so "In Rainbow" should still have value at the cash register.
