They’re calling it the music event of the year, in rock music at least. But is it bigger than that?
Money and music, in my opinion, are two things that should be kept as far apart as possible. Finance should only be the necessity to enable the better musicians to continue making music without distractions such as working in drive thru’s and coffee shops and anyone who issues mottos such as ‘Get rich or die trying’ such befall the latter, well one can dream, can’t they?
You may remember Prince’s latest album, Planet Earth, released stuck to a tabloid, brought howls of derision from record companies and record stores. He was lambasted most notably by Paul Quirk, cochairman of the Entertainment Retailers Association, who said in a statement. "It is an insult to all those record stores who have supported Prince throughout his career." Whereas Prince’s decision was seen to be based tactically on revenge at the record labels he has battled throughout his career, Radiohead released no obvious statement of intent.
The music industry is proving under duress to be one of the most innovative format reliable industries. The consequential result is an album with as much thought and effort applied to the design and format as the music itself. An album that is likely to be remembered more for its surrounding hype than the tracks themselves and how Radiohead raised many questions about the music buying public in doing so.
For example, one journalist from the same tabloid that released Prince’s album, paid ten pounds for a copy, hoping to strike a fair price with the current CD market for a top album, without questioning where does this ten pounds go? Whereas distribution, record company overheads, packaging, retail overheads, marketing and promotion are all cut into a usual CD price, the majority of the fee will now go directly to the band. Those who pay full recommended retail price are increasing the bands profits, currently only available via download. Are we concerned by this? A resounding, no.
On the surface it may have seemed a defiant move only a band of such status, wealth and a with loyal fanbase could have done, yet closer examination reveals this may be a revolutionary turning point in musical history. The decision to ‘give away’ the album has given new value to the product.
Another journalist, this time from a regional tabloid, after paying a measly two pounds returns “guiltily” to order the £40 box set physical release, an example showing the almost overly-generous spirit independent music has brought out in people. The box set however, contains two vinyl LPs, two CDs, a hardback book, photos and will be available in December.
The stigma surrounding the innovation will make the band money, ultimately. No attempts have been made to safeguard against internet piracy - In Rainbows is available on torrent download, I unashamedly mention as this is now irrelevant. It is the ethos has been brought to the front here and we must understand now that controlling production, sales and distribution in this digital age only benefits labels and artists financially and hinders music getting out there and succeeds in artists being ‘screwed’ by record labels.
The most important message aside from revolution and band loyalty is the independent spirit. So is this a viable option for other unsigned bands to do? The answer is yes, although without the stigma and media attention of course, it will not be as easy as making your music available for download. The role of the musician has changed over the past decade, with more artists handling their own accounts, booking, tour managing and record labels. Hopefully now, more artists will realise there is more that goes into being a 21st century musician than simply writing songs and playing them.
AJJ, Editor
Read Ray Jackson’s track-by-track breakdown of ‘In Rainbows’ record here: [link]
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