When RADIOHEAD announced in October that fans World be able to pay whatever they wanted –even nothing- to download the band’s new album, In Rainbows, the music industry was distraught. It wouldn’t be long, the companies said, until all bands adopted the model and record labels would go out of business. Radiohead would get its cut and give the music industry a raspberry. Life as we know it would cease to exist.
But what did they know?
A recent report from Reston, Va.-based comScore Inc. shows that 62% of downloaders didn’t pay for the album, while an additional 17% paid up to $4. As a result, Radiohead made an average of $2.26 per album. (Fans also could buy an $80 discbox, featuring the full album on vinyl, along with a bonus CD and other goodies.)
But just because people aren’t paying more doesn’t mean Radiohead won’t end up with a wad cash –and some good karma- in the end. “They have eliminated much of the profit attribution related to piracy or illegal copying” says Edward Hunter, comScore analyst, in a press release. “They have garnered good faith with the music consumer. And then you have the reduction in cost of sale, promotion and production. I would call this a resounding success of Radiohead.”
But what did they know?
A recent report from Reston, Va.-based comScore Inc. shows that 62% of downloaders didn’t pay for the album, while an additional 17% paid up to $4. As a result, Radiohead made an average of $2.26 per album. (Fans also could buy an $80 discbox, featuring the full album on vinyl, along with a bonus CD and other goodies.)
But just because people aren’t paying more doesn’t mean Radiohead won’t end up with a wad cash –and some good karma- in the end. “They have eliminated much of the profit attribution related to piracy or illegal copying” says Edward Hunter, comScore analyst, in a press release. “They have garnered good faith with the music consumer. And then you have the reduction in cost of sale, promotion and production. I would call this a resounding success of Radiohead.”
Fuente: Marketing News (AMA)
7 comentarios:
Algo había oído. También el proyecyto de http://niggytardust.com/ que regalan la música, pagas lo que quieres si te gusta. Parece una buena idea.
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