So how’s the Radiohead experiment going? Pretty damned well:
The first concrete analysis of Radiohead’s innovative pay-what-you-like plan for latest album In Rainbows shows thirty-eight percent of those who downloaded the title indeed chose to pay something, while 62 percent kept their change in their pocket. ComScore (NSDQ: SCOR) data (via release) shows 1.2 million people visited the site in the first 29 days of October (it was launched at the start of the month).
The average price paid was $6 on a globalized basis but Americans were more generous, coughing up $8.05 – factor in the freeloaders, however, and it’s more like an average $2.26 on a worldwide basis and $3.23 from Americans. The most common amount offered was below $4, but 12 percent were willing to pay between $8 and $12, around the typical cost of an album from iTunes.
Keep in mind, this is mainly a promotional tool. Read the comments. Radiohead is actually not making much less than they would through a record company while generating tons of buzz and goodwill (which will mean ticket sales).
This is great news.