Radiohead has been breaking new ground in terms of marketing music and leveraging the social web to do so. In October 2007, the band released it In Rainbows album for download online (without a record label) and let buyers choose the price they would pay for it. You can follow the link to read about the Radiohead In Rainbows download results.
Now, Radiohead is choosing a new route to use the social web to market the band by launching a social network called Waste (the same name is being used for the band's upcoming tour). The site is intended to be a place for fans to interact, gossip and more.
There are so many fan sites, forums and more for popular entertainers, I think Radiohead is very clever in launching their own social network. Creating a spot that you control where your fans (i.e., customers) will congregate is a great marketing tool. The possibilities are practically endless.
What do you think?
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