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Radiohead's Managerial Creativity

Macquarie University, Sydney, Australia, Guy.morrow{at}mq.edu.au

This article will explore the way in which Radiohead have been managerially creative through their use of new media technologies. The band released their seventh album In Rainbows on the 10 October 2007 as a digital download for which consumers chose their own price: beginning at nothing. The issue of whether this example presents a model for other artists to bypass established record labels will be explored. This article will also use this discussion to look more broadly at how artist managers create marketing strategies that involve new technologies and in doing so it will address various issues concerning the future management and control of the five key income stream groups stemming from contemporary music in the digital age. While Radiohead are in a position to be able to control all of their own income streams, they have only gotten into this position as a result of the old system.

Key Words: artist management • creativity • MySpace • new technologies • YouTube

Convergence: The International Journal of Research into New Media Technologies, Vol. 15, No. 2, 161-176 (2009)
DOI: 10.1177/1354856508101581


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