In Rainbows Download Stats Revealed
Much has been made of “The Radiohead Model,” the pay-what-you-want pricetag attached to last year’s In Rainbows download. It was a success by most accounts, but not necessarily replicable by a band that’s not as established or beloved by the press. Now, on the one-yearish anniversary of your favorite album of 2007, Radiohead publishers Warner Chappell are releasing details of the experiment. So … how well did it sell?
According to Musically.com this question was (sort of) answered at today’s “You Are in Control” conference in Iceland.
There were 3 million albums sold across all formats, including 100,000 copies of the fancy box set. But while BitTorrent downloads outnumbered downloads from the official site, the band made more money even before the physical release than they did on 2003’s Hail To The Thief altogether. Average download price, however, was not revealed.
According to Warner Chappell’s Jane Dyball, the band and its management tracked the amount fans were choosing to pay with the intention of canceling the download option if the price dropped too low. Warner also revealed that licensing the digital rights directly, and not through the standard collection agencies, was a key revenue generator.