"How the Wired Generation Revolutionized Music"
source: http://www.chicagotribune.com/entertainment/music/chi-0517-ripped-excerpt-kotmay17,0,747700....
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"The following is an excerpt from Greg Kot's new book, "Ripped: How the Wired Generation Revolutionized Music" (Scribner, $25). "Ripped" tells the story of a new grass-roots music industry, created by the laptop generation, with the fans and bands in charge.
In this excerpt, Radiohead reinvents the way in which it distributes music directly to its fans:
Whenever he considered the possibility of Radiohead going into business for itself, guitarist Jonny Greenwood got a little queasy. "It makes me think we're gonna be sitting in endless business meetings talking about how to do it off our own backs, rather than sitting in studios recording music."
But Radiohead was genuinely unsettled by what it saw as the major labels' inability to adapt to the marketplace. The long lag time imposed by the majors between finishing an album and actually releasing it to set up a proper big-budget marketing campaign was particularly irritating. The band appreciated that its fans were almost ridiculously vigilant. As soon as word would get out that Radiohead had finished working on an album, the Internet began to buzz with anticipation. A leak of the new music would inevitably follow, and Radiohead fans were soon sharing the music and debating its merits. Inevitably, Web sites would jump in with their critiques of the still-unreleased work. It was flattering and yet frustrating for the band; increasingly, they sensed the problem was not with the fans, but with their label's inability to keep up with how fans were consuming music.
By the fall of 2007, Radiohead had a new album ready to go, but still hadn't pulled the trigger on any kind of record deal. It decided to release the album anyway, through its Web site. On Oct. 1, Jonny Greenwood posted a terse announcement on radiohead.com: "Well, the new album is finished, and it's coming out in 10 days. We've called it 'In Rainbows.' "..."
In this excerpt, Radiohead reinvents the way in which it distributes music directly to its fans:
Whenever he considered the possibility of Radiohead going into business for itself, guitarist Jonny Greenwood got a little queasy. "It makes me think we're gonna be sitting in endless business meetings talking about how to do it off our own backs, rather than sitting in studios recording music."
But Radiohead was genuinely unsettled by what it saw as the major labels' inability to adapt to the marketplace. The long lag time imposed by the majors between finishing an album and actually releasing it to set up a proper big-budget marketing campaign was particularly irritating. The band appreciated that its fans were almost ridiculously vigilant. As soon as word would get out that Radiohead had finished working on an album, the Internet began to buzz with anticipation. A leak of the new music would inevitably follow, and Radiohead fans were soon sharing the music and debating its merits. Inevitably, Web sites would jump in with their critiques of the still-unreleased work. It was flattering and yet frustrating for the band; increasingly, they sensed the problem was not with the fans, but with their label's inability to keep up with how fans were consuming music.
By the fall of 2007, Radiohead had a new album ready to go, but still hadn't pulled the trigger on any kind of record deal. It decided to release the album anyway, through its Web site. On Oct. 1, Jonny Greenwood posted a terse announcement on radiohead.com: "Well, the new album is finished, and it's coming out in 10 days. We've called it 'In Rainbows.' "..."
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