The band Radiohead is trying an interesting experiment, offering its new album In Rainbows for download and letting each customer decide how much to pay. You can name a price of zero and download the album for free, if you want, or you can pay whatever price you think is fair.
Now Andy Greenberg at Forbes is reporting that despite Radiohead’s free-if-you-choose offer, many users are downloading the album from P2P systems rather than getting it from the band’s site. Some commentators find this surprising, but in fact it should have been predictable.
Why are some people getting In Rainbows from P2P rather than the band’s site? Probably because they find P2P easier to use.
Radiohead’s site makes you click and click to get the music. First you have to click through a nearly content-free splash screen. Then you click through another splash screen telling you things you probably already knew. Then you click an “ORDER” button, and click away a dialog box telling you something you already knew. Then after some headscratching, you realize you need to click the “VIEW BASKET” button, which takes you to a form asking you to name your price, in U.K. currency. (They link you to a third-party site, offering a large collection of currency-conversion tools – several more clicks to find the one you want.) After choosing your price, you click “PAY NOW”, at which point you get to stare at a “You are currently in a queue” screen for a while, after which you set up an daccount enter some personal information (including your email address and mobile phone number) and agree to some terms of service (which are benign, but it’s more time and more clicks to verify that). Finally, you get to download the music.
It’s easy to see why somebody might prefer a P2P download. Leaving aside legal issues – and let’s face it, many people do – the moral argument against unauthorized P2P downloading seems pretty weak in this case, where downloaders aren’t depriving the band (or anyone else) of revenue.
This is an interesting natural experiment that tells us something about why people use P2P. If people normally choose P2P over authorized channels because P2P is cheaper, we would expect customers to shift toward the authorized channel when it offers a zero price. But if people choose P2P for convenience, then we’d expect a shift toward more P2P use for this album, because people have fewer moral qualms about P2P downloading this album than they would for a normal album. The clunkiness of Radiohead’s site improves the experiment by sharpening the ease-of-use factor.
It’s too early to tell how the experiment will come out, but news reports so far indicate that the ease-of-use factor is probably more important than some pundits think. This is yet more evidence that had the record industry embraced easy-to-use Internet music technologies early on, things would be very different now.
[UPDATE (Oct 21, 2007): Bill Zeller documents how technical issues completely prevent a large number of users from legally downloading In Rainbows from Radiohead’s site.]
