Music distribution methods: What works and what doesn't?

It is now just over six months since Radiohead threw a curveball at the industry fat cats and released In Rainbows through their own site for download, inviting the customer to value their purchase. Since then, releasing music hasn't been the same. Many bands have tried their take on distributing their own work.

So, what methods work and what don't? What is there to be learned from the last half-year?

RADIOHEAD

What: In Rainbows

The deal: You could purchase a digital copy the Oxford quintet's 7th album through their website. The consumer could also pick a price for their purchase of anything up to £100, so in theory, you could download it for nothing.

Also on offer was a 'discbox'. This contained the CD, a bonus CD of extra material, a vinyl copy of the main album, lyrics and exclusive artwork, all in one neatly packaged box.

Summary: This was the thing that kick-started the 'revolution', as the media likes to call it, and, whilst the idea was innovative and unique, it had people moaning about the inferior quality of the audio in comparison to other formats they could have released it in.

THE CHARLATANS

What: You Cross My Path

The deal: The Charlatans teamed up with XFM to give away their 10th studio album for free. No cost whatsoever. Simple as.

Summary: This, whilst a gesture of great kindness to the fan, is not something I would call a 'sustainable strategy'. This is something that to me only works for tracks and singles.
NINE INCH NAILS

What: Ghosts I-IV

The deal: Trent Reznor give customers no less than five purchase options for his new two-disc instrumental record. They were:

The first part of Ghosts for download at no cost.
All of Ghosts with artwork and all that jazz for $5.
The CD copy for $10.
A deluxe edition package, including multi-track DVD, Blu-Ray DVD and the CD copy for $75.
A limited edition set with all the above plus some autographed memorabilia for $300, which sold out instantly.

Summary: Trent Reznor is a smart man and knows that customers want choice. This method is one that is an all-around winner and is helped by the quality and presentation of Ghosts I-IV. Shame that the shipping costs are so damn expensive.

THE RACONTEURS

What: Consolers Of The Lonely

The deal: Perhaps the strategy closest to conventional release methods, the Detroit band chose to announce their new album worldwide a week later to avoid leaks. It was available in all formats.

Summary: It worked to an extent but, despite the grumblings of Mr Jack White, the record still leaked a hefty five days early. That and the worldwide release didn't work fully. A brave attempt but a failed attempt.

So, here are some quick-fire dos and don'ts.

DO release your album as soon as announced.
DON'T as Trent Reznor would say, "get caught with your pants down," and get a server that will crash on the first day due to demand.
DO value your music wisely.
DON'T add insane shipping costs.
DON'T allow gaps between announcement and release. These things do leak fast. Really fast.
DO give the customer choice.
DON'T exclude CDs and vinyls. People still dig those formats as much as mp3s.

Of course, this only applies to rock bands with money. New bands may wish to avoid this...

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