14 DAY TRIAL // The music industry has been sending out signals that they would like to get as far from Apple and the iTunes Store as possible, without actually breaking the bond and loosing them as a source of revenue. While the major labels try everything that crosses their minds in order to undermine iTunes, former holdouts are finally considering jumping onboard.
With digital distribution pushing further and further into the mainstream, reliance on the major labels is increasingly a thing of the past. While the labels refuse to actually accept this and adapt, many bands are testing the waters to see what the future of music distribution looks like. Radiohead made a very bold move in deciding to offer their "In Rainbows" album online, for as much or as little money as fans deemed appropriate. Now, the band has decided to close down the shop and end the experiment.
Radiohead is now preparing to release the "In Rainbows" album through conventional retail channels, both on and offline. Not surprisingly, the iTunes Store is expected to be a big part of that, but the real story here is the deal that will be struck. As a result of their experiment, the band knows exactly how much fans are actually willing to pay for their music, as well as the number of people that can be reached by offering lower prices. There have been many talks of variable prices for iTunes, under the white banner of lower costs, but this is the one instance where this might actually take place. Also important is the format that "In Rainbows" will be released in. Radiohead wants to sell their albums as complete works, rather than collections of songs, something that Apple and the labels have been squabbling over for quite some time. This deal will be proof of how flexible Apple is willing to be.
Although the appearances of big holdouts, such as the Beatles, on iTunes are often reported as big events, this album launch is going to be a landmark event that will hint at how the industry is likely to evolve from now on.