The market is different now, period. The way digital media is purchased and consumed is different, period. Labels and distributors have scratched their heads over how to keep up for years. And with the technology being what it is, there's simply no way to keep piracy and file-sharing at bay. So, what's an artist to do?
In Radiohead's case, we'll find out soon enough whether they've uncovered the Rosetta Stone or made the biggest financial mistake of their career. Frankly... my money's on the former. As it stands, even with a good record deal, most bands (even the huge ones) only make about $1 off of each CD they sell. Pretty pathetic percentage when you consider how much time and effort go into making a really great album.
So then, consider the Radiohead model: Spend as much time as you want making an album. No label pressure, no deadlines. Just make the album you want to make. THEN, instead of all of the time and expense that go into packaging, shipping, meetings about release dates, album art, merchandising, etc. - you just post it on your website. HERE YOU GO. And pay us what you think it's worth. Which means that if you decide to pay $10, the band gets $10 for their work. If you decide to give them $1, they get $1 for their work. Seems an honest exchange.
YES, there are going to be those who don't pay for it at all. LOTS of them. I get that. But in the end, with the money saved on all of the things that usually go into putting out an album and with the band seeing each dollar that is spent by the people who choose to pay, I think it's going to even out. We'll see. This is definitely a story I'm going to follow up on.
KEXP spent the morning previewing the album. Each hour, they'd play a new track. And I have to say, it's fucking brilliant. Granted, I'll have to spend some time with it to give you the full review but from what I've heard so far, it's their most focused and cohesive work since Kid A. I'm looking forward to buying it tonight.
Which brings us to the title question. How much am I going to pay? Well, I thought quite a bit about it. Started at $10, went down to $7, then back up, then I wasn't sure. It is, after all, a download. It'll therefore not be quite the audio quality you'll get with a CD. Plus, I'm a sucker for packaging, liner notes, etc. So, I wouldn't give them more than $10. BUT... I do want the model to work and I love the band, so I want to be fair. I ended up settling on... $9.
That's my number and I'm sticking with it. We'll see in the coming weeks if I'm one of the few who ended up being a good samaritan in a world full of pirates OR if I'm one of the many who ponied up for a band they love in a good faith effort to make sure the money goes right where it should have been going all along... the artist.
2 comments:
I admire your willingness to pay a pay a fair price, it is an interesting business model. Having said that, I would be shocked if they make any money with this strategy. Thinking of my own financial position when I was was in high school or college - if it's legal and free . . . then it's free! will be interesting to see, but my take is only true fans of this particular band will be willing to pay out.
i am curious to see how it works as well. i was very interested in the bonus goodies you could get for $80, but i decided to pay $9 as well. i do believe that if you pay for it now, then when they release it later for retail, which is the plan, you should get a copy of it for free. i must say that i am not as excited about the album since i wont have artwork or liner notes, than i would be if i had all of it in my hand. i hope it works because the labels have screwed the consumer and the artists for so long that they need to learn a lesson. thanks for a nice blog Aaron. did you hear the new R.E.M. track last nite on Anderson Cooper?
peace! jesse
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