The band release and marketing strategies for the album is an invitation for disaster. During the year 2007, Radiohead, a British band, noted that their new song in Rainbows would be readily available as their website as a digital download exclusively. Therefore, more consumers who are willing to buy will have an opportunity to target how much they can manage to pay. As a result, this decision resulted in a wise idea or an innovation disaster for the band. Consequently, an overall evaluation is that Radiohead’s strategy to release the new album individually through the website was challenging due to high competition among other more massive and famous digital retailers such as; Apple iTunes store. For instance, during the year 2007, the band music industry experienced unexpected and immediate changes to the digitalization of music production, mode of production, and consumption mode. As a result, the late at which music sales increased from 2006 to 2007 from 9%^ to 15%. However, at the given figure, the music downloads in the year 2006 single track sold dollars 0.99 while full album at dollars 9.9; thus, Radiohead’s Rainbow album didn’t permit their buyers to cherry-pick track individually. In response, created a chance for an individual to purchase the album at their price, a minimum price of $0.90.Additionally, they discovered that 95% of the sales was a result of an individual track.

For this reason, Radiohead had to lose a large portion of money if only their album sold at $0.9entirelly as a minimum price. Additionally, iTunes downloads were set up with a Digital aright Management mechanism to restrict the number of gadgets on which the digital file played. On the other hand, Radiohead as the album didn’t comply with DRM rules, thus become more subjected to threat on record sales.

In conclusion, through unusual Radiohead’s release strategies, their album was unique, thus adding taste and color to how music was initially consumed and attributed. The band didn’t have any competitors for the digital distribution of music. Therefore, it is through the massive help of the record company that Radiohead attain adequate market and promotion for their band.