Buzz spread with the October release of their album In Rainbows, distributed online in a pay-what-you-want format over a three-month period. Fans worldwide were able to choose their price for downloading the album, many of them, opting for a free download. According to a study by comScore Inc., 62 percent of people who downloaded the album chose not to pay; the remaining 38 percent paid an average of $6. This proved a bold move by most standards. Nevertheless, Radiohead's strategy piqued media interest and solidified their fan base.

Another recent tactic engages fans with a call to action: create an animation music video for any of In Rainbows' songs. Radiohead partnered with Aniboom, an independent animation network, and TBD Records, to give artists, animators, writers, and character designers, the opportunity to submit their ideas using the song of their choice from the album. The creator(s) of the winning video will be awarded $10,000 to produce the full-length video. This tactic allows Radiohead the opportunity to pilot test at a competitive price, giving fans the opportunity to directly impact the creative process of their favorite band, and imprint it with their seal of approval.

Radiohead has also established W.A.S.T.E._Central.com, a social networking site in the same vein as Facebook or MySpace, but aimed at Radiohead fans.

Now, the band has launched another challenge aimed at fans. This time, they teamed up with iTunes and GarageBand, calling all fans to participate in a public remix contest. Fans buy isolated tracks (vocals, drums, etc.) of the single "Nude" and create their own remix.

These alternative distribution methods and unconventional tactics are changing the face of the industry and steering other bands to follow suit.

In the words of one loyal fan: Radiohead's approach makes me feel more involved and connected with everything they do.

For more information on Radiohead in the media, check the links below:
Wired Magazine: Music
Reuters Industry News
Radiohead Myspace