Published Apr 30, 2008Don't expect Radiohead to keep coming up with innovative online strategies to release their music. According to the Hollywood Reporter, Radiohead's influential and industry-changing "pay-what-you-like" strategy with In Rainbows was purely a one off.
Thom Yorke told THR.com that "it was a one-off response to a particular situation. It was one of those things where we were in the position of everyone asking us what we were going to do. I don't think it would have the same significance now anyway, if we chose to give something away again. It was a moment in time."
In other news, Radiohead have teamed up with MTV for a pro-social initiative to bring awareness to and help stop sex and labour trafficking. While MTV might be a bizarre outlet for the outspoken band, Yorke says they chose it because it was a direct way to connect with fans.
"We are about that direct relationship (now) because we are big enough to establish that," he said.
The joint venture titled EXIT (end exploitation and trafficking) produced a video for the band's single "All I Need," which is set to make its premiere this Thursday (May 1) on all worldwide MTV channels and websites.
Yorke added: "All power to MTV for taking this on because its obviously going to be difficult for them in terms of the advertisers. With the video, their lawyers had to beg to make sure there wasn't a single white trainer with a logo on it because the implication would be a little too close. But the implication is still there."