Saturday, April 12, 2008
Brands need to think like Radiohead
I love this. I really do.
So firstly Radiohead allowed fans to decide how much to pay for their 'In Rainbows' album. Now they're getting fans to buy their new track 'Nude' in its raw format, making it easy for fans to re-mix themselves. Fans can then upload their re-mixed tracks onto radioheadremix.com and we can all listen to and vote on the best tracks. Radiohead will listen to the best tracks.
I mentioned here that I planned to talk a bit about brands and their online strategies. It feels that for many brands, this means pumping out some advertising online. Sure, advertising may be necessary, but the real opportunity is figuring out how to use the closeness of web 2.0 to engage customers. Everybody is so close. Fans can talk with their favourite author, actor, sports athlete and of course their favourite band.
Make no mistake, Radiohead want to sell music and this latest bit of digital marketing will help them do this a lot more effectively than a suite of banner ads. I see that there are literally thousands of people voting for the mixes they like.
It would be great if they stepped it up a notch and allowed the re-mix with the most votes to be sold on itunes - and gave a kickback commission to the talented fan.
Thanks to Matt Dickman for original post.