Devoted to online marketing, viral marketing, and web marketing

There has been a lot of speculation that Radiohead wouldn't be releasing their new album until sometime in March 2008, or maybe even later. The reasoning being they were shopping for a new record label after leaving EMI a couple years ago.

Lead guitarist for the band, Jonny Greenwood sent ripples across the web today as he put a simple, short statement on the band's website that the album is finished and will be released in 10 days.

"Hello, everyone. Well, the new album is finished, and it's coming out in 10 days," said Greenwood.

The band is able to experiment this way because they no longer have any connection to a record label.

How they're doing it is releasing a 10-track LP, called In Rainbows, which will be available only as a download for two months exclusively on the band's website.

Another interesting twist is they're offering fans to pay whatever they want for the new 10-track album.

Along with the new album, Radiohead will also be releasing a Discbox, which includes the new album In Rainbows, which will be on a double vinyl record and CD. There will also be included a 2nd CD which will include other new songs. Along with the tracks, the band will include digital artwork, photos and lyrics, which will be showcased in a hardback book and slipcase. The special edition will sell for about $80, depending on what the currency rates are at the time. It'll be available on or around December 3.

This isn't the first time an artist has offered free music, as Prince did this in July before his UK tour, which he subsequently sold out all 21 venues.

Radiohead is doing a lot of good things here that can be learned from.

First, they're giving potential fans a chance to try their music for free, to see if they like them - a chance to grow their base (although there will be a minimal credit card fee even if fans want it for free).

With the pent up demand for the next album, by offering 10 songs for download, they're letting fans get a taste of what's to come, and driving even more interest in the physical album.

This has been done by some people that have released ebooks before for free, which from there they offer what some have called a "classic" physical version of the book, which they are able to charge even more for, even though people already read it digitally.

There is also the value, as Prince learned works successfully, of creating demand for live tours, which a lot of the money comes from for bands.

Last is the good will created by giving consumers the choice of what they want to pay for their downloaded album.

Whatever we may market, this can be a great way of creating a high demand for your product or services. Give people the choice of what to pay for a legitimate product, offer a special edition with added material - whether physical or digital, and then build on that from there.

It's a model that's been already proven to work by online marketers. Seth Godin used it to launch himself as a brand through the ebook model I mentioned above.

The complete track listing for In Rainbows and its bonus disc:

In Rainbows:
 
1. "15 Step"
2. "Bodysnatchers"
3. "Nude"
4. "Weird Fishes/Arpeggi"
5. "All I Need"
6. "Faust Arp"
7. "Reckoner"
8. "House of Cards"
9. "Jigsaw Falling into Place"
10. "Videotape"

Bonus disc:

1. "MK 1"
2. "Down Is the New Up"
3. "Go Slowly"
4. "MK 2"
5. "Last Flowers"
6. "Up on the Ladder"
7. "Bangers and Mash"
8. "4 Minute Warning"