ANIMA

RADIOHEAD

MARKETING CASE STUDY

Watch the videos and read the article and then answer these questions. Don’t need to be in sentences.

1. What did Radiohead do in 2007 that shook the music world, in terms of distribution decisions?

Initially released ‘In Rainbows’ as a pay-what-you-want download

2. What did Radiohead do in response to blackmail from online pirates in 2019?

Released the tapes in full that were being used as blackmail

3. What two stages of the music industry are primarily involved in the ‘drop release’ process of an album or track?

Marketing and distribution

4. How did the marketing campaign begin in June 2019?

Mysterious adverts started appearing around the world

5. What was the fictitious company called in these preliminary adverts?

Anima

6. What did the Dream Camera of this company promise to do for callers who called the mystery number?

Get your dreams back

7. Why was this campaign described as an ‘internet scavenger hunt’?

As there was no answer to who had started these adverts and whether or the the ‘ANIMA’ company was real.

8. What did the huge projections on London landmarks point towards?

Anima Industries

9. Phase 2 consisted of what in the campaign?

A youtube teaser trailer

10. Where did this film showcase and premiere and where was it later shown for free?

Anima website and then IMAX screens

11. What was broadcast and relayed simultaneously as part of the ‘simulcast’ of events?

Animas drop and the teaser trailer

12. The multi-format release strategy involved releasing the album in two places simultaneously - where were these?

Website and record stores

13. What response was expected from the die-hard Radiohead fans? Why was the marketing/distribution campaign so engaging?

As radiohead fans go all-in and

14. Which entertainment platform looks set to become a new distribution, marketing platform?

Participatory media

15. What type of narrative is used for the music video - amplified, disjunctive or illustrative and why?

Disjunctive, there are no lyrics to the song

16.  What do you like/dislike about the video - 5 x bullet points.

• The setting, a bland metro system, the only things with colour being the re of the poles
• The synchronised dancing
• The little ‘narrative’ - everyone being asleep on the train except Thom, then when he falls asleep, everyone wakes up
• The moving cinematography during the first dance sequence on the train
• The minimalist clothing, making sure you do not get distracted