The majority of Radiohead's loyal fans rewarded the brand's social pricing experiment by totally ripping off the band and paying nothing for the new album.
The band launched its new album, Rainbows, online and allowed fans to set the price.
A recent survey by comScore shows nearly two-thirds of "fans" opted to pay nothing. Zippo. Nada. And those generous souls who decided to pay coughed up an average of $6.00.
This should come as a surprise to no one. Free wins every time. What Radiohead should have done is set a fair price (say, $6) in exchange for stripping away all the overhead that fans shouldn't have to pay for in this digital age (e.g., distribution, marketing, and especially those anti-green and difficult to unwrap plastic CD cases, etc.)