Thom Yorke recruited Oxford students to help strategise BitTorrent release of new solo album

Students also "generated potential strategies on how to release the next Radiohead album"

Thom Yorke‘s recent album release was a strictly secretive affair, but a handful of students at Oxford University were in on the plan – which saw the Radiohead frontman release ‘Tomorrow’s Modern Boxes’ via BitTorrent.

Last month saw Yorke release ‘Tomorrow’s Modern Boxes’ direct to peer-to-peer file-sharing service BitTorrent, effectively cutting out the traditional middle man of record labels.

Now, Billboard report that Yorke consulted with students of Oxford University’s Saïd Business School on “user experience, media strategy and financial analysis” for the release. The report adds that the meetings “generated some potential strategies on how to release the next Radiohead album”, which likewise could be “another unconventional album delivery”.

“It was immensely useful to have the input of the MBA students on data analysis and new marketing strategies. They produced a thorough and insightful document,” said a representative of Yorke’s management.

‘Tomorrow’s Modern Boxes’ can be purchased for £3.75 ($6), with 90 per cent of the sale going direct to the artist himself and 10 per cent to BitTorrent. It was downloaded 116,000 times in its first 24 hours.

In a press release with the album, Yorke said the unorthodox release was an “effective way of handing some control of internet commerce back to people who are creating the work”.

Radiohead first experimented with alternate releases when they allowed fans to pay what they like for 2007’s ‘In Rainbows’.

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