![]() ![]() ![]() And it'll definitely buy Thom York at least a few sandwiches. $20 million is nothing compared to the earnings of current Top 40 titans, and Tomorrow's Modern Boxes is almost guaranteed to be a side note in the history of Thom Yorke's work, but nonetheless it has given weight to the notion that you don't need a label to release music. There aren't too many artists who could pull this one off props to Thom Yorke for being able to capitalize on this relatively small-scale release. Even if much of the music has a dark tone to it, the method of releasing it has a playful, tossed-off vibe that compliments the looseness of the recordings. There is some discrepancy to how much money Yorke actually raked in the BitTorrent bundle also offered single "A Brain in a Bottle" and its accompanying video of black and white twitchy footage of Yorke's face as a free download, a statistic that makes unclear how many times the full album was downloaded.īitTorrent proved to be a fitting way for Yorke to release a record like Tomorrow's Modern Boxes, one that lacks the "OMG this record changed my life!!!" weight of many Radiohead releases. "Gate-keepers," like iTunes, will keep up to 30% of an album's online sales, while BitTorrent keeps only 10%. Yorke described the BitTorrent model as "an effective way of handing some control of internet commerce back to people who are creating the work bypassing the self elected gate-keepers." The album was also released on super high quality vinyl, but for 30 pounds, most fans naturally chose to download the record instead. Seemingly granted classic album status within days of its release in 1997, OK Computer transformed Radiohead from a highly promising rock act into The Most. Instead, by releasing Tomorrow's Modern Boxes as an online "bundle," Yorke clocked in over four million downloads in one month. Releasing the album via BitTorrent allowed Yorke to greatly reduce the typical overhead costs of selling records, like distribution and packaging. ![]()
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