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Music Marketing Author and Course Instructor

Blog Post
Instant Music

Posted on 10/10/2007

I got this email first thing today:

THANK YOU FOR ORDERING ‘IN RAINBOWS’.

THE LINK BELOW IS YOUR UNIQUE DOWNLOAD ACTIVATION CODE.

PLEASE CLICK ON THE LINK OR CUT AND PASTE INTO YOUR BROWSER TO OBTAIN YOUR DOWNLOAD.
IF YOUR LINK APPEARS AS TWO SEPARATE LINES, PLEASE CUT AND PASTE THEM CAREFULLY INTO YOUR BROWSER.

THE ALBUM WILL COME AS A 48.4MB ZIP FILE CONTAINING 10 X 160KBPS DRM FREE MP3s.

IF YOU HAVE ANY QUESTIONS OR PROBLEMS DOWNLOADING YOUR FILE, PLEASE CONTACT OUR DOWNLOAD CUSTOMER SERVICE TEAM: downloadinrainbows@waste.uk.com

WE HOPE YOU ENJOY ‘IN RAINBOWS’.

Well, I do enjoy ‘IN RAINBOWS.’ Very much. And from what I can tell, there’s a whole lot of other folks that are enjoying this record today too. Nicci and I went down to Cambridge 1 for dinner (a hip pizza place in Harvard Square), and they were playing the record to a room full of folks there too.

Over and above anything else, this coordinated experiment shows that it's still possible to build a huge buzz around a new record (not easy). Radiohead has succeeded in having many people hear their record for the first time, at the same time. If the new music business model involves using a discounted (or free) digital product to corral these folks into creating a word of mouth groundswell that can support a tour, merch, licensing opportunities, ringtones, etc, then it looks like they may have nailed it. They also have 6 other records (now available digitally for the first time on Amazon). Long tail anyone?

Blog Index

Interview with Don Passman
    posted 11/18/2009

Clay Shirky on Social Media
    posted 8/6/2009

Covering an Entire Album in a Day
    posted 6/18/2009

Goodbye Jay Bennett
    posted 5/26/2009

This Old Argument Again
    posted 5/22/2009

How to Get Your Music in TV and Film
    posted 3/24/2009

Mother of All Funk Chords
    posted 3/12/2009

Changes at Touch and Go
    posted 2/19/2009

Estelle Bennett – Ronettes
    posted 2/16/2009

Radiohead at the Grammy Awards
    posted 2/9/2009

Apple and the Replacement Cycle
    posted 1/25/2009

Lessig on Colbert
    posted 1/10/2009

Using uStream to Host a Webcast
    posted 11/19/2008

Top 20 Online Promotions for October
    posted 11/8/2008

Talk About Leveraging New Technology!
    posted 10/14/2008

How To Sell Music On Your Website
    posted 9/8/2008

The Word of Mouth Manual Volume II
    posted 7/21/2008

SXSW Interviews
    posted 4/19/2008

Record Store Day
    posted 4/17/2008

SXSW
    posted 3/16/2008

Why I am a fan of TuneCore
    posted 3/4/2008

How to get your music on iTunes
    posted 2/4/2008

The Trouble with the Future of Radio
    posted 12/3/2007

More losses at Big Box retail
    posted 11/25/2007

The (growing) Cost of Doing Business
    posted 10/30/2007

iTunes drops price of DRM-free music
    posted 10/17/2007

Instant Music
    posted 10/10/2007

Very Legit iTunes Rival
    posted 10/1/2007

Quote of the Year
    posted 9/21/2007

Prince and the Devolution?
    posted 9/14/2007

Does Street Date Still Matter?
    posted 9/13/2007