Radiohead’s ‘In Rainbows’ Experiment Is a Lesson in Marketing

What happens when you let your consumers decide the price of your product?

Photo by Alterna2 licensed under CC BY 2.0

In 2007, Radiohead’s contract with their record label, Capitol EMI, had expired. They were releasing an album, In Rainbows, independently, without a record label. But that was not the unique part about that album.