Radiohead’s Download Experiment Faring Well

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Whether or not you think music should be given away, sold at reasonable per-download prices, or sold at whatever price the record labels want to put on them, Radiohead’s experiment in name-your-own-price marketing may be paying off.

Not to mention all the publicity their getting because of it, the website visited most after Radiohead’s (in the UK, at least) is a place to buy concert tickets, says Hitwise.

Whether or not that would seem the natural next visit regardless of pricing experiment, it’s also interesting that the announcement also caused an 11-fold increase in website traffic, propelling the site 260 places to the seventh most visited band website overall.

So there might be an interesting correlation there.

Robin Goad, Hitwise’s UK Research Director, says there may be another element at work in the band’s advantage. Users of file-sharing programs, at least across the Pond (gotta say, love that expression), skew toward the lower income brackets. If true in the States, it makes you like the RIAA less for going after people that can’t afford to fight them to begin with.

As for British Radiohead fans, Goad says they’re the "typical middle class student band," which means their name-your-own-price business model in the hopes of driving larger package and ticket sales would be a natural fit for their demographic. 

Radiohead’s Download Experiment Faring Well
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  • http://weblogs.hitwise.com/robin-goad/ Robin Goad

    Hi Jason – thanks for picking up my blog post. I agree that it would be interesting to see how this album release compares with previous Radiohead releases in terms of visits to their site. Unfortunately our data only goes back 2 years, and the last Radiohead album came out in 2003. However, the spike in visits is so dramatic that I think we can assume this particular release has generated more visits than in the past. I have a graph that shows traffic to their site over 2 years, but I don’t think I can post in the comments box – drop me a line if you’d like it, and I can send it over.

    Thanks, Robin

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