1. Radiohead used digital technology to promote their album prior to releasing the album. They announced it's digital download launch as a blog post. They streamed a live webcast of them performing the album and they set up a music video competition online as a animated website. Radiohead used digital technology to have control over their album and give the audience a choice as to how much they would pay for their music. They released their music download through their own website 'inrainbows.com rather than itunes to have that control.
2. This strategy worked well for Radiohead fans since their fans are quite young therefore aware of this technology and more likely to read their blog or visit their website. Also their niche audiences are more willing to appreciate their fresh and original music rather than dedicate themselves to the mainstream 'sellouts'.
3. Radiohead were able to do this since they had been in the music business for a very long time and spent 10 years making a name for themselves therefore they had a lot of experience. They were well established and had successful albums released in the past. Also digital formats were becoming very common so it was a great opportunity to take advantage of the new 'trend'. Radiohead were not very concerned with the money they made but the process of making it and giving their fans something to listen to.
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