[ Marketing - Possible Directions ]

Radiohead's Marketing

Radiohead's latest album, In Rainbows, has caused a stirr in the music industry and in the market in general. The british music group's 7th CD isn't available in stores or in traditional music purchasing software or websites like iTunes, but is exclusively available on the band's website. This could be just like any other CD, but for the surprise - the price for the new album is whatever you would like it to be. Anything, from £0 to £1m and beyond, it's up to you, the purchaser - no catch.

Later on in the year, they are set to release the box set of about £40 which will contain lyric booklets and hidden bonus tracks, which might cover the cost, but the profit in publicity has been immense. The music industry has been set alight by this new idea and just one of the groups set to follow suit is industrial rock band Nine Inch Nails [NIN].

This example is a great way to promote an album, since the publicity doesn't stem from mainstream forms, but word of mouth is very powerful, and is exploited to the extreme in this case. It would be useful to cite this as an example whilst thinking of other ways to promote our new band, The Sporadic.