20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 9

09
IN RAINBOWS
BAND:
Radiohead
The music industry used to have a really simple formula:
talent + record label + plastic discs = dollars.
But digital and social technology completely disrupted
that formula -- and a few risk-taking, innovative folks
like Thom Yorke of Radiohead, disrupted right back.
In Rainbows, which was the band’s seventh album,
was released directly to fans with an offer that was
altogether unheard of: Pay what you want.
To date, the band reports that their OMFG! strategy
STEAL THIS
Explore new ways to embrace the very thing
(technology, competition, etc.) that’s disrupting
your business model.
Invest in, cultivate, and nurture deep, direct
relationships with your fans/loyal customers/promoters.
One day soon, that will really come in handy.
paid off -- with 3 million downloads in the first year
and a cool $10 million in revenue -- by far, the band’s
biggest commercial success EVER. It’s no wonder The
New York Times hailed this establishment-bucking
quintet from Oxfordshire as a band “fast becoming
assynonymous with technological mischief as they
are with music.” BOO-YA!