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History and Context
•  Radiohead are a multi award winning band from Oxford, UK. 
•  Radiohead have released 8 albums. Kin...
Radiohead have created debate and stimulated further industry
thought regarding innovative ways to sell albums in a digita...
Was this a totally generous approach, a thank you to fans? Or a
clever response to the increasing threat of piracy to the ...
Industry importance
"In terms of digital
income, we’ve made
more money out of
this record than out
of all the other
Radioh...
Industry importance
Radiohead used digital technology for an increased financial gain.
The album has been purchased 3m time...
Industry importance
Interestingly even after the album had been available for free for
3 months, when it was physically re...
Digital technology and release
It could be argued the In Rainbows PWYW idea was a huge success
because of the huge attenti...
Digital technology and release
To promote and to generate a buzz for King of Limbs, Radiohead
published the music video fo...
Radiohead self released King of Limbs and initially, the only way
to legally purchase the album was via the bands website....
The King of Limbs self-released on 18th February 2011 was
followed by the physical CD and 12" vinyl releases on 28 March,
...
Digital technology and release
Radiohead hired AWAL, a digital distribution company
to manage their digital placement with...
Digital technology and release
Radiohead prolonged and continued to promote the release of
King of Limbs by releasing “Liv...
Digital technology and release
The BBC purchased the rights to internationally, digitally distribute
the performance.
Digital technology
Radiohead have an official YouTube channel that hosts live and
album tracks and gives the audience the c...
Digital technology
Data collected by Spotify states musicians album sales increase if
their music is available to stream o...
Digital technology
Earlier this year Radiohead singer Thom Yorke pulled his solo
material from the site in protest at how ...
•  If your song is on Radio 2 as an A-level artist for 3 minutes you
earn £120. A label will usually take 50% of this. 
• ...
Industry importance - Summary
1.Changing the mind-set on music's distribution, sales techniques
and the importance of the ...
Industry importance – Digital Technology
1.Cusing digital technology to self release albums. Lessening the
importance of a...
Compare and contrast how Nirvana and Radiohead have used
digital technology.

Remember your points should be reinforced by...
King of limbs1
King of limbs1
King of limbs1
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King of limbs1

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King of limbs1

  1. 1. History and Context •  Radiohead are a multi award winning band from Oxford, UK. •  Radiohead have released 8 albums. King of Limbs being their latest. •  King of Limbs was released in February 2011. •  Radiohead music and marketing is considered experimental, progressive and innovative.
  2. 2. Radiohead have created debate and stimulated further industry thought regarding innovative ways to sell albums in a digital age. Industry importance The “pay what you want” approach highlighted the importance of the fan-musician relationship to profit. In Rainbows 2007
  3. 3. Was this a totally generous approach, a thank you to fans? Or a clever response to the increasing threat of piracy to the industry? Radiohead used digital technology to move away from a reliance on powerful record labels to release, promote and distribute albums. Industry importance 400,000 copies of 'In Rainbows' were downloaded on BitTorrent on its day of release alone. Over its first 24 days, the album notched up 2.3m torrent downloads. Did PWYW solve the piracy issue? Was the PWYW idea a failure?
  4. 4. Industry importance "In terms of digital income, we’ve made more money out of this record than out of all the other Radiohead albums put together” Radiohead used digital technology to increase financial gain. “We sell less records but make more money”
  5. 5. Industry importance Radiohead used digital technology for an increased financial gain. The album has been purchased 3m times, including downloads, CDs and the £40 Discboxes. 100,000 Discboxes were sold resulting in a cool £4m in gross revenues from the latter alone. Another sales strategy the band learnt from In Rainbows is to provide variety in format.
  6. 6. Industry importance Interestingly even after the album had been available for free for 3 months, when it was physically released in the UK and the US it debuted at number one in the charts.
  7. 7. Digital technology and release It could be argued the In Rainbows PWYW idea was a huge success because of the huge attention it gained but not just financially. This resulted in “free advertising” in magazines, webpages and even the national news.
  8. 8. Digital technology and release To promote and to generate a buzz for King of Limbs, Radiohead published the music video for “Lotus Flower” on their blog “Dead Air Space” just before the release.
  9. 9. Radiohead self released King of Limbs and initially, the only way to legally purchase the album was via the bands website. The album sold an estimated 300,000 to 400,000 copies through Radiohead's website. Digital technology and release Downloads were priced at £6 for MP3 and £9 for WAV
  10. 10. The King of Limbs self-released on 18th February 2011 was followed by the physical CD and 12" vinyl releases on 28 March, again only by the bands website. Digital technology and release When this method began to slow down a wider digital release occurred via AWAL, accompanied by a special limited edition "newspaper" edition on 9 May 2011.
  11. 11. Digital technology and release Radiohead hired AWAL, a digital distribution company to manage their digital placement within mainstream platforms. Question why?
  12. 12. Digital technology and release Radiohead prolonged and continued to promote the release of King of Limbs by releasing “Live from the Basement” a live show of the band playing the whole album. This was aired on various TV channels across the world and was later available to purchase on DVD.
  13. 13. Digital technology and release The BBC purchased the rights to internationally, digitally distribute the performance.
  14. 14. Digital technology Radiohead have an official YouTube channel that hosts live and album tracks and gives the audience the chance to stream content free of charge. The channel has 293.000 subscribers.
  15. 15. Digital technology Data collected by Spotify states musicians album sales increase if their music is available to stream online for free. The company said it pays an average of $0.007 per play. Spotify said it had paid more than $1bn (£612m) in royalties since its 2008 launch. Remember record labels and digital distributors will take their cut before the musicians see any money.
  16. 16. Digital technology Earlier this year Radiohead singer Thom Yorke pulled his solo material from the site in protest at how much it pays artists. "Make no mistake new artists you discover on #Spotify will not get paid," he continued on Twitter. "Meanwhile shareholders will shortly being rolling in it" Spotify want artists to concentrate on the promotion and accumulative earnings alongside plays leading to sales elsewhere, rather than simply pays per play. Also unlike buying a CD or download, streaming is not a one-off payment. It can provide long term income.
  17. 17. •  If your song is on Radio 2 as an A-level artist for 3 minutes you earn £120. A label will usually take 50% of this. •  Radio 2 is judged to have around 14 million listeners a week. •  If you do the maths of £120 divided by the beleived 0.5 million listeners in peak times. The artist is actually getting paid 0.024p per play per listener. •  Thom Yorke moaned “To give you an example, 4,685 Spotify plays of my last solo album equated to £19.22” •  This would equal 0.04p per play per listener. •  On this logic (which could be flawed) Spotify earn artists more than Radioplay. Digital technology
  18. 18. Industry importance - Summary 1.Changing the mind-set on music's distribution, sales techniques and the importance of the record company to bands 2.Bringing niche, experimental and progressive music to the mainstream platform. 3.Standing up and causing debate against new technologies that they feel are financial biased towards the platforms shareholders rather than the artist.
  19. 19. Industry importance – Digital Technology 1.Cusing digital technology to self release albums. Lessening the importance of a record label. 2. The use of their website to host a live performance of the band playing the album which was alter available to own on DVD. 3.The use of Youtube and Twitter accounts to create a fan-band relationship which is proved to increase sales. 4. The use of Youtube and Spotify to allow their music to be streamed for free which is proved to increase sales. 5. The use of their own website to release a music video for Lotus Flower, prior to King of Limbs to promote the album.
  20. 20. Compare and contrast how Nirvana and Radiohead have used digital technology. Remember your points should be reinforced by context, facts, figures and examples. Question

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