Several years ago, a little-known band named Radiohead released a little-known album called In Rainbows that was set to revolutionise the music industry. The release was touted as the next step in musical evolution and had every mouth in the business ‘a-talkin’. But it wasn’t the content of the album itself that was creating the furore (although let’s face it, it was pretty amazing), rather, it was the way the album was being released.

In a bold and some would say ridiculous move, Radiohead decided to eschew the traditional model of releasing an LP and instead opted for a “pay-whatever you want” honesty-box system. Feel like paying one cent? Pay one cent! Feel like paying 100 cents? Why not? Go crazy! They earned it!

In an age where bands like corporate metal giants Metallica were suing their fans millions of dollars for illegally downloading an old album from the 80’s, Radiohead’s pay what you feel model was a breath of fresh, and aurally brilliant, air (check out tracks 5 and 7 if you need convincing). Supporters acclaimed it as a way of shaking up and invigorating an old dinosaur of an industry, whilst naysayers denounced it as gimmicky and that it would suffocate the small and upcoming artists that didn’t have the built-in fan base of a major-act.

Although not a lot changed in terms of an industry revolution at that time, the release was still vitally important for one reason. The band showed the importance of evolution and innovation in the face of adversity. They adapted as opposed to stubbornly clinging to outdate modes and ways of thinking. Yes, people did exploit the system and it was pirated a lot, but the digital sales from In Rainbows eclipsed the sales from their entire combined back catalogue and merchandising sales for the accompanying tour increased significantly. The band didn’t make music worthless by making it (almost) free, they just increased their brand value.

The release may not have revolutionised the music world like people expected, but it did set a precedent, and helped to act as the precursor for many future changes that we see today. The music world is vastly different now than it was 5 or 10 years ago, Spotify, Pandora, Soundcloud and even Amanda Palmer’s 1.2 million dollar crowd funding project have shown that to keep moving forward…you have to keep moving forward.

To paraphrase a much smarter man: it is the responsibility of the industry (or organisation) to keep up with the consumer. “If you can’t innovate and evolve with the times, they’ll go elsewhere, they’ll find other ways to get what they want, and you will be left behind.” This sentiment applies not just to the music industry, but also to the industry of market research as well, and indeed any other industry worth its salt. In a previous blog we spoke about the traditional structures of marketing being dead. If you’re having trouble dealing with this, download In Rainbows and start thinking about ways you could change for the better.

Written by Daniel