Wednesday, 1 October 2014

Thom Yorke’s 'new' music model ticks few of tomorrow's boxes

By Ian Rogers, RMIT University
This image was originally posted to Flickr by anyonlinyr and is licensed under the Creative Commons Attribution 2.0 Generic license.

Late last week, Radiohead’s Thom Yorke released his new solo album – Tomorrow’s Modern Boxes – via BitTorrent, Inc’s “bundle” platform. Visitors to the service pay a US$6 fee, receiving the usual torrent descriptor file (much as one would on a torrent index site such as Pirate Bay) and proceed through to a downloadable bundle of eight MP3s, a music video, cover art and purchase links to the vinyl edition. To date, more than 300,000 users have either purchased the album or legally downloaded a free portion of it.

It is the paid component of the bundle that proves a potent detail here. So far, this fee-generating torrent file has been the central media hook found in reportage on the album, spreading news of Yorke’s work beyond music and entertainment journalism into the broader technology press.
In much the same way Radiohead’s 2007 album In Rainbows created a broad-reaching splash with its pay-what-you-want delivery download model – a model the band subsequently abandoned – Tomorrow’s Modern Boxes is an experiment only to the degree that all effective album promotion at this level is an experiment in unknowns.

This “new” delivery model, after all, draws heavily on a platform we’ve had for more than a decade now. Broadly speaking, the only part of this that is in any way new or innovative is that BitTorrent Bundles now allows users to pay for a product they’ve previously used for free, albeit often illegally.
Of course, Yorke is telling a very different story to promote the album. In the press materials accompanying Tomorrow’s Modern Boxes, he is quoted as saying:
If it works well it could be an effective way of handing some control of internet commerce back to people who are creating the work. Enabling those people who make either music, video or any other kind of digital content to sell it themselves, bypassing the self elected gate-keepers. If it works, anyone can do this exactly as we have done.
This is only tangentially true. It would be unwise to call the recording industry the “self elected gate-keepers” of the music industry at present. We’re now 15 years on from Napster, a moment in history read by many as the beginning of the end for the recording industry. Napster, if nothing else, proved a powerful promoter of the MP3 file format and for well over a decade independent artists have distributed their MP3s through a cavalcade of online models: MP3.com begat CDBaby.com begat access to iTunes begat Bandcamp.com, and so on.

There is no gate left to police with regard to music distribution. A small tweak to a new model does very little here.

Instead, the gate-keepers of the contemporary music industry corral attention. In a world where the cost of bringing music to market approaches zero dollars per unit (and reaps as much via Spotify and its $0.007 per track royalty), the name of the game is getting noticed and on-selling that attention to a willing buyer. In the terminology of the marketing sector, this is a strategy of brand extension and it’s far from a trade secret.

Billboard Magazine recently published a piece openly discussing the music sector’s attempts to capture more of these opportunities; similar initiatives currently net the sporting industry as much as US$12 billion annually. In that Billboard piece, Steve Pamon, marketing executive for American corporate finance juggernaut JPMorgan Chase provides an exacting account of how this transaction works:
It’s not about us supporting you, it’s about you supporting us in exchange for money. Once you tell me how it supports us, we’ll pull out all the stops to support you.
This transaction has been at the core of the mainstream commercial music business since the 1980s. Its nature rarely changes to any measurable extent. It is a case of financial capital exchanged for cultural capital, in aid of furthering financial capital. The promotional cycle for Thom Yorke’s new album will not liberate anyone from this.

Yorke’s promotional efforts may side-step the Fortune 500 in this instance, but this pay-gated bundling platform is nothing more than a microscopic step forward in a system that has – to date – failed to deliver on overly utopian promises. Put simply, this technology enables much but guarantees almost nothing beyond the status quo.


The Conversation
Ian Rogers does not work for, consult to, own shares in or receive funding from any company or organisation that would benefit from this article, and has no relevant affiliations.

This article was originally published on The Conversation. Read the original article.

22 comments:

Shubham Sapkal said...


happy halloween 2015 images pictures
happy halloween 2015 quotes
when is halloween 2015 date in usa uk australia india
what day is halloween



Shubham Sapkal said...


Fear The Walking Dead season 1 episode 1 2 3 online free
Fear The Walking Dead season 1 episode 1 2 3 online free
the walking dead latest first look poster banner
fear the walking dead tv show
Watch Fear The Walking Dead Season 1 Episode 1

Amit Kumar said...

Happy Navratri Images For Whatsapp Dp
Happy Dussehra 2015
Happy Dussehra Wisehs SMS Quotes
Dussehra Status For Whatsapp
Happy Dussehra Images 2015
Happy Dussehra Images For Whatsapp Dp
Happy Navratri Messages for whatsapp
Happy Navratri wishes 2015
Happy Navratri Quotes
Happy Navratri 2015 Images For Whatsapp Dp
9 Days 9 Colors of Navratri
Dress code for navratri 2015
Colours of Navratri 2015 Dates
Navratri Color List 2015
navratri colors 2015
day wise colors of navratri
List of Navratri Colours Day Wise

Amit Kumar said...


Halloween HD Images 2015
Halloween HD Images with quotes
Halloween HD scary Images 2015
Halloween HD wallpapers
2015 Halloween images with quotes
Halloween HD Images free download
Halloween 2015 free download pictures
Halloween images for kids
Halloween desktop pictures
Halloween hd wallpapers for adults
Halloween HD Images for whatsapp, facebook
Halloween HD Images with sayings
Halloween HD Images for desktop & Cove pics


Ssc Results said...

Happy Dussehra
Happy Navratri
Happy Dasara
Happy Navratri colours 2015

Ssc Results said...

Happy Dussehra 2015
Happy Navratri 2015
Happy Navratri 2015 Images Pictures Quotes SMS Messages
Happy Dussehra 2015 Images Pictures Quotes Wishes
Happy Dussehra Images Free Download
Happy Dussehra
Happy Navratri
Happy Dasara
Happy Navratri colours 2015


Happy Dussehra Pictures
Happy Dussehra Quotes In Hindi
Happy Dussehra Wishes In Hindi
Happy Dussehra 2015 Whatsapp Status
Happy Dussehra SMS In Hindi For Friends Family
Ravan Images Free download
Happy Navratri nine days nine colours
Happy Dashera

amine lahragui said...

I appreciate you and hopping for some more informative posts. happy new year 2016 new year 2016 happy new year 2016 images feliz año nuevo 2016 feliz año 2016 imagenes de año nuevo 2016 happy new year images 2016 new year 2016 images new year images 2016

dog fumk said...

Sexy Celebrity Halloween Costumes Ideas
Halloween Celebrity Costumes Ideas 2015
Funny Halloween Messages For Cards
Funny Halloween Messages For Ecards
Happy Halloween Quotes

Tomas Alvin said...

Are you enthusiastic about game but incapable to participate in them? Then maybe online sporting activities are for you. Maybe you are a activities enthusiast and have to 'live' game every extra time, on the area and Best Online Shopping Deals.

The Vadhiya said...


Happy New Year 2016 Messages

Happy New Year 2016 Images

New Year Wishes

IPL 2016 Schedule

IPL Schedule 2016

IPL 9 Schedule

IPL 2016

IPL 2016 Schedule

IPL Fixtures 2016

IPL 2016 Live Score

IPL 2016 Live

2016 IPL Schedule

ICC T20 World Cup 2016 Schedule

T20 World Cup 2016 Live Streaming

T20 World Cup 2016

Cricket World Cup 2016 Schedule

T20 Cricket World Cup 2016 Schedule

National Flag of India

indian national flag

indian flag pictures

national flag images

indian flags

Top 10 Best Data Recovery Services and Software for PCs

Jack said...

Can you please share the Thom Yorke’s bit-torent for their album because i am not getting the exact url there. This person have a nice music and many things to learn from their music.

michael said...

Thom Yorke’s have really great music my dad is also fan of them. Looking to see his more upcoming music beats. hope for the best.

edwin said...

Thom Yorke is an awesome personality with a passion of using great vocals and music equipment for generating great music. I have a collection of their music which i listen mostly at weekend.

Museum Of Coastal Carolina said...

I join the Thom Yorke live event in my are last month he really have a nice vocals with best music creation skills. Hope have training with them for my music classes.

sound said...

Thom Yorke have some of the great skills as well as they are considered as the legend in music industry. Hope to learn some basics of music from him. Hope for the best.

sound said...

Thom Yorke’s have really excellent songs my dad is also fan of them. Looking to see his more future songs. Expect the best collection from them.

xender for PC said...

thank you somuch shareit for pc andthis was the love quotes great website imo for pcfor shareit and for shareit for windows this download shareit for windows7/8/8.1/10
was the very best
shareit downloadthankyou xender for pc
websitexender for pc

Kelly Anni said...

I definitely enjoying every little bit of it. It is a great website and nice share
Signature: slither io | wings io | science kombat | tank trouble 4

Emily said...

Music is good for health! love your blog!

Kodi Official said...

Kodi iOS Download
I definitely enjoying every little bit of it. It is a great website and nice share

Angilia said...

Thom Yorke has done a number of music event in our town. They had a great talent which allows them to be at the top of music industry. I am also a big fan of their music.

Cricket Fan said...

more than 300,000 users have either purchased the album or legally downloaded a free portion of it.
awesome
pendujatt
djpunjab