Radiohead new album 'The kind of the limbs'

Music | 2011. 2. 22. 03:01 | Posted by 스마트 안전보건

The band Radiohead once again set a new standard for album

releases in the digital era, by unexpectedly making available

its latest album The King of Limbs a day early.

Lotus Flower:


Not only that,everything  about this release was done via the Web

and independent of a record label.  Along with the early launch of

the digital version tonight, Radiohead posted the music video of

its first single off the album, 'Lotus Flower' - on, you guessed it, YouTube.


While the new album doesn't have the pay-what-you-like innovation of

its 2007 release, In Rainbows, it is notable that Radiohead went 100%

online this time. The announcement on Twitter and a special eCommerce website,

the video on YouTube. Plus, the social media reaction is astounding.


It's all happened so fast, too. Earlier this week, Radiohead announced on

Twitter that it would be releasing its 8th album via digital download on

Saturday 19th February. A physical, self-described 'Newspaper Album' is

to be released in May, featuring vinyl records, a CD and lots of art work. 

The announcement, itself unexpected, built anticipation - which was whipped into

an online frenzy tonight when the digital version was launched a day early.  

If this was a startup product launch, you'd have to call it masterful. Which is

exactly what Radiohead's new album release is. It's like they've just launched

a highly anticipated new app. How times have changed in the music industry.

No longer are music fans camping outside record stores waiting for the double

CD release of the new Guns n' Roses album at exactly midnight.

Nowadays the artist can do everything online and independent of record labels

and stores, announce it on Twitter and launch the first video on YouTube.

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