Radiohead is the biggest band pushing experimental, direct-to-fan sales models. But Trent Reznor is also contributing heavily to the learning curve, and bringing allies into the effort.
That includes Saul Williams, who recently tossed a Radiohead-like concept into the ring. The urban poet, with the involvement of Reznor, allowed fans to download his latest album for free, or pay $5.
The album, The Inevitable Rise and Liberation of NiggyTardust, was initially released online in October, and raised revenues of $141,610 by January. That was a disappointment to Reznor given the modest percentage of paying buyers.
But the story was actually just beginning. According to more up-to-date figures reported by the Chicago Tribune, Williams has now grabbed 225,000 total downloads, and 60,000 paying customers. The boost was actually powered by an older single, "List of Demands," which has now been integrated into a powerful Nike ad. "I feel like it's been wonderful, a marvelous result for me," Williams told the Tribune. The artist is currently in the middle of a string of sold-out club dates.
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