Would you charge 4 different prices for your album? The music group Radiohead will do this starting Saturday, February 19, 2011 Fans will be offered the following options:
Digital Only
Option 1 - MP3 - Price $9.00
Option 2 - WAV - Price $14.00
Physical
The band is introducing a new format called “Newspaper Album”. The following is included:
- Two clear 10" vinyl records in a purpose-built record sleeve.
- A compact disc.
- Many large sheets of artwork, 625 tiny pieces of artwork and a full-colour piece of oxo-degradeable plastic to hold it all together.
- The Newspaper Album comes with a digital download that is compatible with all good digital media players.
- The Newspaper Album will be shipped on Monday
9th May 2011 you can, however, enjoy the download now. - Shipping is included in the prices shown.
- One lucky owner of the digital version of The King Of Limbs, purchased from this website, will receive a signed 2 track 12" vinyl.
Option 3 - Newspaper Album + MP3 - Price $48.00
Option 4 - Newspaper Album + WAV - Price $53.00
On the surface charging various prices may seem no different than a major cartoon company creating similar mugs, with that company’s cartoon characters on them for $3, $10, $25, $60 (or is that $59.98). The mugs have different prices based on the cost of the different material used to produce them.
I believe Raiohead’s pricing is not the same as this for a very important reason. The cartoon mug example is focused on how much the customers can afford and the Radiohead example is focused on who the customer is and his experience with the band. If the fan is really into the band they would want to get the WAV so he would not miss out on some subtle sonic signature hidden in the music by the band. I don’t know what type art is in the physical option, but art itself has a personal feel to it and the 2 clear vinyl records scream collector’s item.
