It started off as a series of coded messages on their official site. “Yes we are still alive.” Which is good to know, considering the band has not had a release since 2003’s “Hail to the Thief” (Amazon ) and has only played a handful of shows since their last tour ended. The messages continued for two weeks.

The big coup has very little to do with Radiohead’s obscure behavior on their website, or their continual secrecy while “possibly working on a new record”. It comes down to the manner in which the band decided to release In Rainbows. First, it’s not being distributed. They don’t have any major label setup to distribute it. So they’re doing it themselves via a website where you can purchase a handcrafted box set with two vinyl record, two CDs, and a digital download for £40. Or you can purchase the digital download and decide your own cost (BBC article). So you have a band that is arguably one of the largest bands in the music industry without a record deal and saying “we really don’t need one.”

You can look at Rick Rubin’s attempt to save Columbia/Sony as the other side of this equation. An attempt to solve the mathematical proof that the music industry is inherently broken, from a very different angle.

It will be interesting to watch how it unfolds.