Tanner Hobin

Fans decide the price of new RadioHead album

Posted on October 12th, 2007 under Business Marketing. | Comments Off

I can’t honestly say that I am a huge RadioHead fan, but this caught my attention as a marketer. What a great viral campaign.

RadioHead recently released their new album titled “In Rainbows”. The album is currently only available via download from their site. Fans are given the opportunity to decide how much the CD will cost, even if it’s $0. Though it appears to be purely for publicity reasons, this tactic is directly engaging the customer and empowering them.

Obviously with the rise of iTunes and other mp3 outlets, CD sales have plummeted. This has caused many promoters to think outside the box. This strategy gives RadioHead fans the opportunity to vocalize their price preferences. Not only would it be interesting to see what RadioHead does with this information, it would also be cool to see how fans truly value their product.