The British alternative rock quintet gave away its record via a Web site in a pay-what-you-want gambit in October '07.
But, really, the In Rainbows example proved how important labels are.
Labels do the little things an artist cannot because they have resources, time, energy and money. They can help with a media blitz for the record in Australia and try to get an artist on the charts in Sweden, place ads in mags so the key demographic sees it, all that jazzy advertising lingo. Right?
That's what I thought until I heard about the case of Jill Sobule and her latest album California Years. Now I'm not so sure.
She dabbled in homoerotic chic with her own song named "I Kissed a Girl" long before Katy Perry claimed to do the same and like it. She also had a minor hit with the tongue-in-cheek "Supermodel."
But that was way back in the day of stonewashed jeans, flannel shirts and long hair in the '90s. After her last three albums were released on three different labels — two of which went that extinct animal route — Sobule got creative.
California Years, released last week, was financed completely by donations totaling $75,000 to the Web site Jill's Next Record.com. She raised the loot in 53 days.
Sobule's effort would be shameful if it didn't have so much fun with it. The site showcases the same smarty pants approach she brings to her songwriting.
The home page has prizes tied to different donation levels: The $10 "Unpolished Rock Level" contribution warranted a free digital download of the completed record, but chipping in $10,000 — the "Weapons-Grade Plutonium Level" — permitted singing or playing cowbell on the record. And, frankly, I gotta have more cowbell.
So does Sobule's example show record labels are unnecessary? It's a continuing "chicken vs. egg" debate.
Much like Radiohead, Sobule's had success. Maybe not of the same caliber, but she's not a total unknown. Artists give away music all the time, but when Radiohead does so, that's news. It's speculative and incalcuable, but I believe this helped draw attention to her cause.
Nonetheless, she factored intangibles a record label offers such as promotion into the $75,000 she raised. That's D.I.Y. Plus, it shows some forward thinking — Radiohead eventually contracted with existing labels to put Rainbows into stores; Sobule created her own, Pinko Records.
I don't see record labels facing extinction any time soon, but if enough artists get as creative as Sobule, they might find themselves on the endangered species list.
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