Bringing in the new years, just got back from that mini-vaca tip. Now its time to save the festivities for next year, and bring out the exclusivities for this year.
{new shit}
Radiohead’s Thom Yorke (left) and David Byrne.
Photo: James Day
It seemed like a crazy idea. When Radiohead said it would release its new album, In Rainbows, as a pay-what-you-will digital download, you’d have thought the band had gone communist. After all, Thom Yorke and company are one of the world’s most successful groups — a critical darling as well as a fan favorite for nearly 15 years. They hadn’t put out a new album in more than four years, and the market was hungry for their next disc. So why would Radiohead conduct such a radical experiment?
Thom Yorke in conversation with David Byrne.
While pay-what-you-will worked for Radiohead, though, it’s hard to imagine the model paying off for Miley Cyrus — aka chart-topping teenybopper Hannah Montana. Cyrus’ label, Walt Disney Records, will stick to selling CDs in Wal-Mart, thank you very much. But the truth is that Radiohead didn’t intend In Rainbows to start a revolution. The experiment simply proves there is plenty of room for innovation in the music business — this is just one of many new paths. Wired asked David Byrne — a legendary innovator himself and the man who wrote the Talking Heads song “Radio Head” from which the group takes its name — to talk with Yorke about the In Rainbows distribution strategy and what others can learn from the experience.
Byrne: OK.
Yorke: [To assistant.] Shut the bloody door.
Byrne: Well, nice record, very nice record.
Yorke: Thank you. Wicked.
Byrne: [Laughs.]
Yorke: That’s it, isn’t it?
Byrne: That’s it, we’re done. [Laughs.] OK. I’ll start by asking some of the business stuff. What you did with this record wasn’t traditional, not even in the sense of sending advance copies out to the press and such.
Yorke: The way we termed it was “our leak date.” Every record for the last four — including my solo record — has been leaked. So the idea was like, we’ll leak it, then.
Byrne: Previously there’d be a release date, and advance copies would get sent to reviewers months ahead of that.
Yorke: Yeah, and then you’d ring up and say, “Did you like it? What did you think?” And it’s three months in advance. And then it’d be, “Would you go do this for this magazine,” and maybe this journalist has heard it. All these silly games.
Byrne: That’s mainly about the charts, right? About gearing marketing and prerelease to the moment a record comes out so that — boom! — it goes into the charts.
Yorke: That’s what major labels do, yeah. But it does us no good, because we don’t cross over [to other fan bases]. The main thing was, there’s all this bollocks [with the media]. We were trying to avoid that whole game of who gets in first with the reviews. These days there’s so much paper to fill, or digital paper to fill, that whoever writes the first few things gets cut and pasted. Whoever gets their opinion in first has all that power. Especially for a band like ours, it’s totally the luck of the draw whether that person is into us or not. It just seems wildly unfair, I think.
Byrne (left) and Yorke in Radiohead’s Oxford offices.
Photo: James Day