On 1 October 2007, Jonny Greenwood announced the album on Radiohead's blog, writing: "Well, the new album is finished, and it's coming out in 10 days; we've called it
In Rainbows." The post contained a link to inrainbows.com, where users could pre-order an MP3 version of the album for any amount they wanted, including £0. He said the decision had not been made for financial gain, and that if money had been Radiohead's motivation they would have accepted an offer from
Universal Records. The download was packaged as a
ZIP file containing the album's ten tracks encoded in a 160
kbit/s DRM-free MP3 format. The staggered online release began at about 5:30am
GMT on 10 October 2007. The download was removed on 10 December. Radiohead also sold a limited "discbox" edition from their website. It contained the album on CD and two 12" heavyweight
45 rpm vinyl records with artwork and lyric booklets, plus
In Rainbows Disk 2, a CD with eight additional tracks, digital photos and artwork, packaged in a hardcover book and
slipcase. The limited edition was shipped from December 2007. In June 2009, Radiohead made the
In Rainbows bonus disc available for download on their website for £6. Radiohead ruled out an internet-only distribution, saying that 80% of people still bought physical releases and that it was important to have an "artefact" or "object". For the retail release, Radiohead retained ownership of the recordings and compositions but licensed the music to record labels. Licensing agreements were managed by Radiohead's publisher,
Warner Chappell Music Publishing.
In Rainbows was released on CD and vinyl in Japan by
BMG on 26 December 2007, in Australia on 29 December 2007 by
Remote Control Records, in the US by
TBD Records, and in Canada by
MapleMusic and
Fontana on 1 January 2008. Elsewhere, it was released on 31 December 2007 by the independent record label
XL Recordings, which had released Yorke's album
The Eraser. The CD release came in a cardboard package containing the CD, lyric booklet, and stickers that could be placed on the blank
jewel case to create cover art. Phil Costello, the head of TBD, said that including bonus songs on the CD release would have boosted initial sales, but did not suit Radiohead's long-term strategy.
In Rainbows was the first Radiohead album available for download in several digital music stores, such as the
iTunes Store and
Amazon MP3. On 10 June 2016, it was added to the streaming service
Spotify.
Response The pay-what-you-want release, the first for a major musical act, attracted international media attention and sparked debate about the implications for the music industry.
Jon Pareles of
The New York Times wrote that "for the beleaguered recording business Radiohead has put in motion the most audacious experiment in years". The
U2 singer,
Bono, praised Radiohead as "courageous and imaginative in trying to figure out some new relationship with their audience". The rapper
Jay-Z described the release as "genius", The release also drew criticism.
Trent Reznor of
Nine Inch Nails thought it did not go far enough, and accused Radiohead of using a compressed digital release as a
bait-and-switch to promote a traditional record sale. Reznor released his sixth album,
Ghosts I–IV, under a
Creative Commons licence the following year. The singer
Lily Allen said the release was "arrogant" and sent a bad message to less successful acts, saying: "You don't choose how to pay for eggs. Why should it be different for music?" The
Sonic Youth bassist,
Kim Gordon, said the release "seemed really community-oriented, but it wasn't catered towards their musician brothers and sisters, who don't sell as many records [as Radiohead]. It makes everyone else look bad for not offering their music for whatever." The
Guardian journalist
Will Hodgkinson argued that Radiohead had made it impossible for less successful musicians to make a living from their music.
Response from Radiohead Responding to criticisms, Jonny Greenwood said Radiohead were responding to the culture of downloading free music, which he likened to the
legend of King Canute: "You can't pretend the flood isn't happening." Radiohead have not used the pay-what-you-want system for subsequent releases. In 2009, Message said he believed that
peer-to-peer file sharing should be legal, and advocated for government intervention to force
internet service providers to pay artists.
Piracy In Rainbows was released when CD sales were falling due to
internet piracy. An unidentified executive at a major European label told
Time: "This feels like yet another death knell. If the best band in the world doesn't want a part of us, I'm not sure what's left for this business." However, BigChampagne concluded that the music industry should not think of piracy as lost sales, as Radiohead had shown that even releasing music free had not deterred it. Based on this report,
Wired concluded that "by 'losing' the battle for the email addresses of those who downloaded their album via bit torrent, [Radiohead] actually won the overall war for the public's attention – no easy feat, these days".
Dispute with EMI (pictured in 2019), clashed with Radiohead in public statements. As Radiohead's recording contract with
EMI ended in 2003, Radiohead recorded
In Rainbows without a record label. Shortly before work began, Yorke told
Time: "I like the people at our record company, but the time is at hand when you have to ask why anyone needs one. And, yes, it probably would give us some perverse pleasure to say 'fuck you' to this decaying business model." Executives including Keith Wozencroft, who had signed Radiohead to EMI, travelled regularly to Radiohead's studio in hopes of negotiating a new contract. According to Eamonn Forde, the author of
The Final Days of EMI, Radiohead had lost faith in EMI and thought the new ownership would be a "bloodbath". Yorke and Radiohead's management released statements denying this, and said that they had instead wanted control over their back catalogue, which Hands had refused. Hands defended the reissues as necessary to boost EMI's revenues and said "we don't have a huge amount of reasons to be nice [to Radiohead]". ==Promotion==