Radiohead's In Rainbows Pay-What-You-Want

Radiohead · 2007

“Ten days notice, no label, name your price. The album made more money than the previous one had on a major.”

October 2007, Radiohead announces In Rainbows ten days out and lets fans choose what to pay. Industry calls it career suicide; Radiohead calls it a question they were curious about. The album becomes the most-discussed release of the year, makes more money than Hail to the Thief did on Capitol, and cracks open a path for Kanye, Beyoncé, and Frank to walk through.