This week I downloaded Radiohead new album via the site http://www.inrainbows.com/ as it has been widely publicised you can pay what you want but whether you paid £0.00 (Creep) or the average CD price of £8.92 they certainly got as much if not more than you did out of the deal. Research has showed that email addresses are worth £5 at least and if you add phone numbers, addresses etc. then the amount defintiely increases. The possibilities are endless for this data - not just for 2 way comms via phone, home and email but also in profiling the buyers via postcode and starting to gain a ral understanding of who your audience are.

In an industry that is struggling due to illegal downloads and decreasing sales this is inspired and shows a very interesting way forward that is not only being followed by Radiohead but it is rumoured that the Charlatans are about to follow suit and with Prince and Ray Davies releasing new albums via the Mail on Sunday and Live Nation's new association with Madonna it is fascinating to see where the industry will go next. This also shows an interesting example for many other industries with multiple outputs and the desire to reach an ever more elusive consumer. Lets wait and see how they follow this and who else gets on the bandwagon. Einstein once said "Information is not knowledge" and far be it from me to disagree but in this case think just having the the information is a great starting point.........
Posted by ajfroberts at 2:27 AM