Will Radiohead ploy harm their CD sales?

Name-your-own-price gamble for In Rainbows album could impact less- proven bands

Radiohead's dogged determination to set their own agenda both musically and in their business dealings has constantly provided a shot in the arm to the industry, in an era when too many artists rely on the safety net of predictability and zero risk-taking to achieve success. But their decision effectively to give away the download version of latest album In Rainbows feels like they may be too clever for their own good. The ploy, announced last week, to allow consumers to name their own price for the album was hailed in the press as everything from potentially revolutionising the way people think about music to possibly changing the face of the download industry.

But it is a hugely-risky strategy, akin to passing around the collection plate at the end of a church service. Some of the Radiohead faithful will dig deep, but many others widely accustomed to free music will happily take advantage by paying effectively nothing.

Of course, Radiohead have every right to "sell" their new album in whatever way they choose, with or without a record company, but their actions do have consequences for other acts. If you are Radiohead, with a firmly-established, loyal following and material success already behind you, there is the luxury of being able to indulge in what is - by any other name - the gimmick of letting the punter name their album price.

But, in a consumer's eyes, that has to have an impact on the perceived value of recordings by other acts, particularly those with little or no proven track record. If a consumer only has to pay 45p for the new album by Radiohead, why ...