As if we didn't have proof enough of Radiohead's forward thinking embrace of modern technology and marketing (see their Pay What You Want release of new album In Rainbows recently), the ever innovative band has created a social networking site called W.A.S.T.E built by interactive developers Ning. The site incorporates band blogs, tour dates and photos as well as forums that allow fans to generally pore over, deliberate and dissect just how dashed fantastic Oxford's finest really are.
Radiohead are also calling on fans to remix their single Nude, with constituent parts of the song available on iTunes. Remixes can then be uploaded, and a special widget attached to MySpace and Facebook pages to allow fans to vote on their favorite, which will be *gasp* listened to by the band.
Smart bands these days are going beyond the rather limited and outdated reach of labels to actively involve their fans in an open source creative process, make their music available either free or at a price determined by their audience.
Celebrity Social Networks
Radiohead W.A.S.T.E.
Trend Themes
1. Open Source Creativity - Bands are involving their fans in a more engaging and innovative way through open source creative process.
2. Virtual Fan Engagement - Bands are using social media and networks to actively engage and connect with fans in a virtual environment.
3. Musician-driven Marketing - Musicians are taking a more hands-on approach in marketing their music and engaging with their fan base.
Industry Implications
1. Music Industry - The music industry has huge opportunities to leverage virtual platforms and fan engagement techniques to boost their revenue.
2. Social Media Industry - There are a lot of possibilities for social media platforms to create bespoke user experiences for fans and integrate e-commerce to sell event tickets and merchandise.
3. Consumer Electronics Industry - The consumer electronics industry may embrace the opportunity to develop new technologies that support the more interactive, online-driven music marketing strategies adopted by creative bands like Radiohead.