Radiohead manager explains album release strategy

by Jonathan on February 15, 2011

Radiohead co-manager Chris Hufford has outlined the reasons for Radiohead’s surprise move to release their forthcoming album online with only a few days notice, in an exclusive interview with Music Week.

Hufford, one of the founders of Courtyard Management, said that the move to make Radiohead’s eighth studio album The King Of Limbs available to download on Saturday February 19 via bespoke website thekingoflimbs.com, more than a month before a physical release via XL Recordings, is a “logical progression” from the release strategy behind previous album In Rainbows.

He explained that Courtyard and the band learned what aspects of the In Rainbows release worked and what aspects did not during the campaign. The decision was made not to take an ‘honesty box’ approach with The King Of Limbs, as they had with In Rainbows.

Following The King Of Limbs‘ release on CD, vinyl and download via XL on March 28, the album will be available in a multi-format deluxe set, described as a “newspaper album” via thekingoflimbs.com on May 9.

Hufford explains that the set, which includes two ten-inch records, a CD, artwork and a download, will be housed in a package designed as a newspaper.

From the £6 price tag of the MP3 release to the move to initially bypass traditional retail routes, Hufford said every decision made has been done with Radiohead’s fans in mind.

“Our allegiances are to the band. We manage Radiohead, we don’t manage retail or labels, we just manage the band and are just trying to do the best possible thing to allow another brilliant record to be embraced by the fanbase,” said Hufford.

For the full interview see Music Week magazine this Monday.

(from Music Week)

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