You may remember how Radiohead were responsible for forcing a change to how music is passed on to the audience when they uploaded their music in 2007 free and asked for donations. This negated any need for piracy and really showed the record labels who exactly was in charge, in terms of ownership.

They have once again been making headlines with a marketing campaign this year.

This was a trailer played in IMax cinemas. Weird? Thought provoking? Guerilla marketing?

If you are interested in music, this is a fascinating head to head with the Radiohead frontman, Thom Yorke.

But this is ESSENTIAL READING.  Read the article in the latest Media Magazine. Page 48.

Watch the short film on Netflix. This will all make a fabulous case study for marketing, distribution, audience consumption, cross media convergence, viral marketing, guerilla marketing and ownership.