Radiohead's Revenge

Change is constant, especially when it comes to 21st century media, and the past few weeks have proven how true this is relative to the recording industry - actually, I'm not so sure you can call it that anymore - how about the "music content" industry? First, the big mean labels zero in on poor Jammie Thomas for those dastardly downloads, and now Radiohead throws down the gauntlet by offering their new recording "In Rainbows" online for whatever price fans want to pay. Consequently, depending on your conscience, you can pay 2 cents or $10 or nothing at all.


"Pay what you want" is not a new concept for the nonprofit arts world. Providence's Trinity Rep theatre company typically offers a similar structure for the opening night of a show. Their aim is to give people a chance to see a play who normally wouldn't attend. This is an excellent way to build audience and break down the perceived barriers that exist between people and the arts - the idea that only the wealthy can afford to see live theatre.

If the arts are to fulfill their mission of accessibility for all, then Radiohead's gesture is truly inspired. It becomes a question of how much do the "music content" companies really need to make. One of the best and worst aspects of 21st century media is the fact that the technological tools that were once in the hands of the few are now available to anyone. People know how much it costs to dub a CD as well as the labelling and packaging so, when you see a CD on sale for $20, you begin to wonder just exactly how much of that is profit. In the past, the labels would chalk it up to distribution and marketing, but the Internet has wiped out most of that function.

The implications of Radiohead's dramatic gesture are unclear at this point, but it has achieved one goal already. People who knew very little about the band before are now very aware of their music. Consequently, Radiohead's stature - and audience - may have expanded enough to overcome any monetary loss from their bold new venture. Perhaps the "music content"purveyors will sit up and take notice.