Nasty Little Man PR agency gets warm and fuzzy for Radiohead’s pay-what-you-will album
October 3, 2007
Giving control to the public is a tried-and-true method for generating publicity, as we saw last week when when Mark Ecko let a vote decide the fate of the Barry Bonds baseball.
This week Radiohead is tearing it up with their self-published, pay-whatever-you-feel-like release scheduled for the 10th. Coolfer has a good analysis of the news here.
PRNewser contacted Radiohead’s AoR Nasty Little Man, who called the stunt “forward thinking” and likened it to nostalgic old days of the Clash. Interesting, we figured Nasty Little Men would be under 30 years old. A peek at the firm’s history shows work dating back to ’92.
NLM’s Steve Martin explains how the coverage is likely to roll out for this:
“Much about the release of this record is forward thinking and precedent setting, to be sure. But it also makes me nostalgic. It harkens back to the times where anyone from the Clash to Elvis to the Beatles would bang a single or album out in as much time as it took to record, master and press the vinyl.”
PRNewser: Does this anticipation and lack of leaked mp3s, and thus a flurry of wire stories and industry articles help you line up a bigger batch of mainstream interviews?
“No it doesn’t help line up anything bigger. It does however generate a lot of press for much less effort, doesn’t it? if you’re working with something of quality and interest, something people naturally care about and don’t have to be tricked or cajoled into caring about, you don’t have to try so hard. I’ve always argued that. it’s nice to have it so definitively proven.
That said, it will be a longer, more paced out campaign. We’re having this first rush, then there will be the reviews when people actually receive their downloads. Then at some point there may be a traditional release, which would mean another round. Then there’s touring. and of course at some point, the band will start talking.
Of course all of this hypothetical.”
It will be interesting to see if this album will be leak-free. This populist move reminds PRNewser (showing his age) of good will generated by Fugazi’s refusual to charge more than 10 bucks for cds and concerts in the 80s and 90s.