Just got home and saw this on my homepage:
You can buy the different tracks on iTunes and then upload your remix to www.radioheadremix.com. You can also go there to listen to other remixes that have been created and vote on the one you like best. For the people that have created remixes, you can create a widget to add to your website to promote it.
Clearly Radiohead gets it :-)
Key Takeaways:
1) Letting people manipulate your content is engaging
2) Involving the community takes it to the next level
2 comments:
For anyone into this sort of thing, Sonic Foundry was doing this at least seven or eight years ago with their Acid music mixing software, which runs on more ubiquitous PCs. (Think GarageBand, but before GarageBand. Acid wasn't the only type of software like this on the market, of course.)
Sony bought Sonic Foundry out a few years back, but has kept and expanded some of the software.
They also kept the http://www.acidplanet.com Web site, too. Creating your own remix contests are a staple of this site.
The kicker of AcidPlanet is that you can download an express version of the Acid music mixing software for free, and download the loops to remix for free, as well. Download loops for all of these contests and you can build quite a collection...
Radiohead may have allowed downloads of a lower bitrate version of their last album for free (or pick your price), but they seem to like the idea of selling the remix tracks for this endeavor ;) To top it off, remixing appears to be restricted to Apple software.
They get it, alright - they can make some bucks off this contest the way it is structured. They understand marketing!
(I remain a RadioHead fan, anyhow.)
Hi Rob,
I think what I really like about this is not just the fact that they are making their music available for fans to play with, but that they're utilizing the social aspect of it all by allowing people to vote and create widgets and the like. It takes the whole thing to the next level.
K
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