Saul Williams and Trent Reznor Follow Radiohead’s Lead

The Music Industry News Network posted a press release Saturday that would make Thom Yorke proud. The opening paragraph read:

“The FADER Label, the recording branch of The FADER, today announced the release of the new recording by esteemed poet, artist and musician Saul Williams: The Inevitable Rise and Liberation of NiggyTardust!. Produced by Trent Reznor (Nine Inch Nails), the download will be available for free or for a $5 contribution to support the artist. There will be no additional options given for purchase of the album.”

Unlike Radiohead’s In Rainbows, which customers could purchase for a minimum of two cents or an unlimited maximum, the Saul Williams album has no minimum fee and caps at five dollars.

The release concluded with a comment from Reznor:

"After my own recent dealings with record labels we decided to release it directly to the fans. There are obvious similarities in how Radiohead just released their new record and the way we've chosen to. After thinking about this way too much, I feel we've improved upon their idea in a few profound ways that benefit the consumer."

In addition to price differences, Radiohead offered additional content to customers willing to pay for it. There is no additional content affiliated with the Saul Williams album. Customers can simply take the album and decide whether or not they’d like to make the donation.

Many called Radiohead’s strategy ‘revolutionary’ last month. I overheard some students say they paid 20 dollars for the download. This is more than the average asking price for a CD. Will the Williams/Reznor strategy attract similar profits?

My answer is no. I think customers paid more for the Radiohead album because their credit cards were already in hand. With the Saul Williams release, it’s too easy to download the song without digging for your Visa. In this respect, the Saul Williams album is more revolutionary than In Rainbows. It’s truly a free album.

(I confess. I didn’t pay for the download. Thanks, Saul and Trent. I can’t wait for the next NIN.)