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Published by tomkail

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Published by: tomkail on Nov 02, 2009
Copyright:Attribution Non-commercial


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How are Radioheadand Thom York usingthe online age tochange the musicindustry?
Intro – Why I have chosen thistopic
I am choosing to study Radiohead due to theimmense effect they have had on the musicindustry over the past years. The band have spentover 16 years becoming one of the most popularand famous bands in the world, shown by theresult of the question “Have you ever heard aRadiohead song?” in my questionnaire, where100% of interviewees ticked “Yes”. They are nowusing their fame and new technologies to try newthings in all areas of the music industry, such asthe controversial release of their newest album,“In Rainbows”; their new methods and ideasregarding video production, and their many otherinteresting and unique projects.
Why is thisinteresting/important?
 The band's ventures are important, with the first reason being that for over100 years, record companies have dictated how music is produced, advertisedand distributed, but with the controversial release of their latest album, 2007's"In Rainbows", other bands have started to see profit in the new marketingscheme (which will be further discussed later), and other bands, both famousand new are now abandoning the use of record labels, using digital technologyand the internet to release their music in the hopes of being as successfulwith it as Radiohead. Another reason Radiohead are becoming so famous istheir large online presence. They have created several websites promotingboth their work and beliefs, each regularly updated in a way which allows theaudience to communicate with the band, creating relationships between theband and the audience far deeper than they could have been without. Theyalso created a social networking site in 2008 (as far as I know, the only bandto have done this), which also acts as a shop and blog for the band. Theyencourage the audience to get involved in their non music-related ventures -Radiohead are well spoken environmental protesters, and encourage fans to join their causes on their websites. On top of this, they are one of the fewbands (and one of the fewer famous ones) to encourage fans to remix theirsongs, creating an interactive webpage specifically for these, as well asreleasing the individual instrument tracks to their songs (for a price). There isalso the "Create your rainbow" music video creator" they have recentlyreleased. These new methods are creating a lot of publicity for both the bandand their ventures – already other bands are starting to adapt to this new

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