Late last week, Radiohead’s Thom Yorke released his new solo album – Tomorrow’s Modern Boxes – via BitTorrent, Inc’s “bundle” platform. Visitors to the service pay a US$6 fee, receiving the usual torrent descriptor file (much as one would on a torrent index site such as Pirate Bay) and proceed through to a downloadable bundle of eight MP3s, a music video, cover art and purchase links to the vinyl edition. To date, more than 300,000 users have either purchased the album or legally downloaded a free portion of it.
It is the paid component of the bundle that proves a potent detail here. So far, this fee-generating torrent file has been the central media hook found in reportage on the album, spreading news of Yorke’s work beyond music and entertainment journalism into the broader technology press.
In much the same way Radiohead’s 2007 album In Rainbows created a broad-reaching splash with its pay-what-you-want delivery download model – a model the band subsequently abandoned – Tomorrow’s Modern Boxes is an experiment only to the degree that all effective album promotion at this level is an experiment in unknowns.