Are those Brits so rich they don’t care for money anymore? Or maybe it is the Wiki effect that trusts the good in people?

Whatever it is, Radiohead finished working on their new album and will release it online in 3days. Usually we would expect a well oiled marketing campaign that will remind us in some witty way when we can purchase their next hit, or at least stand in line for it.

This time it is a 2.0 campaign.

The album is called inrainbows (can be interpreted any way you want: in rainbows, in rain bows, etc.) and can be purchased online at a price of your choice. The band limited the top price for $250. After purchasing you will receive an e-mail with a download code (past 10/11) and if you chose the hard copy, they will ship it to you by 12/3.

Are they really changing the rules of the game? I don’t think so, they are simply playing it to their own favor. We all know how easily songs leak to the internet these days, and it is even easier to download music once the album is out. So instead of getting no profits at all for their art, they let people be the judge (ahead of the release) to what they want to spend on it.

I really believe that when you are given the option, you will not abuse it, but time will tell.