The new Radiohead social network site called WASTE or W.A.S.T.E Central, is obviously built to allow fans go deeper in their interaction concerning their favorite band Radiohead.
Another thing I like about it is, while they obviously cater to their fans, as the color scheme of their site confirms, the ability of fans to use the web tools that go with the site offers the possibility of attracting new fans, as they may use the tools offered in the beginning, while the Radiohead brand is in their face throughout their usage.
Fans not familiar with Radiohead will find the typical targeted social networking site, with members able to create profiles, features for blogging, ability to remix, a message board, individual email address, and the ability to upload audio and video content to the site.
It isn't a coincidence that the site has been launched about a month before their new tour, which will include the U.S., Canada, Japan and Europe. While existing fans will enjoy this new social network, this is obviously built to facilitate them, while extending the Radiohead brand beyond its core base.
For their existing fan base, the major attraction will probably be the area of the site where you can find the performance you're going to attend, and then arrange a place to get together before or after the gig to get together.
I don't know if Radiohead is doing this on purpose, but it looks like they're branding themselves not only for the music and band, but it may be that they're looking to build themselves as a major player in the industry, maybe eventually representing and helping bands and performers to build a fan base.
The chaos in the music industry lends itself to this being a very real possibility, and Radiohead is posititioning themselves as a leader in embracing the digital platform.
I'm looking to see them expand beyond a band and performers, into a potential music industry powerhouse. Does it look like they're trying to do something bigger than themselves to you? It seems to me they are.
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