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Radiohead's 'In Rainbows' sold for price chosen by fans
Virgin Radio
10 Jan 2019, 12:06
Would you purchase more music if the artist let you choose the price to pay?
Radiohead's 'In Rainbows' released in 2008 was one of the most important releases in music business history.
There was no record label or retail price and was released as a digital download via Radiohead.com giving fans the option to choose what they wanted to pay.
A question mark popped up where the price would normally have been in the online checkout basket with the prompt "It's Up To You" and if you refreshed the page it came up with text saying "It's Really Up To You".
This caused a stir and resulted in fans claiming it was a revolution for the music industry and other bands should follow. With others saying it would destroy the careers of thousands of smaller bands by making music seem worthless.
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