Hey, look, smart people are saying this too! A new study that looks at Radiohead’s online release of In Rainbows last year recommends record companies accept—nay, celebrate—the realities of file-sharing. As we mentioned here a few months back, despite the fact that the British combo’s album was available on a pay-what-you-want basis, around twice as many people bypassed the official site anyway to use file-sharing web sites or torrents. Maybe, like me, they had trouble logging on to the official site? Yet the study, by the MCPS-PRS Alliance, which represents music rights holders, and Big Champagne, an online media measurement company, sees this as a positive, calling the Radiohead release a “success story” that resulted in strong ticket sales and enormous publicity. Ultimately, the study concludes, record labels should consider “the costs and benefits of control versus the costs and benefits of scale.” The UK Guardian suggests purveyors of frozen delicacies take up this strategy as well, by “giving away free ice-cream and selling advertising on the cones,” but I’d like to point out the equivalency would be downloading the recipe for ice cream, wouldn’t it?
