P2P as a Promotional Tool

Some musicians consider P2P file sharing an invaluable promotional tool. One prominent example is Kid A, the highly anticipated fourth album by British rock group Radiohead. Months before the album’s October 2000 release date, bootleg versions of songs from the album began circulating on Napster. In September, the entire album leaked to Napster and was downloaded millions of time by users all over the world. Though some predicted that this would cannibalize sales of the album, Kid A debuted at #1 in the US, UK, France, Ireland, New Zealand and Canada. At the time of the album’s release, Radiohead frontman Thom Yorke told Time Magazine that Napster “encourages enthusiasm for music in a way that the music industry has long forgotten to do.” A similar and more recent example can be seen in New Orleans rapper Lil’ Wayne’s album Tha Carter III. Despite the fact that tracks from the album leaked to filesharing services as early as mid-2007, the album hit #1 on the US Billboard charts upon its release in June 2008. Tha Carter III was also the first album to sell more than one million copies in the US during its first week of sales since 2005. An online survey conducted by the Pew Internet and American Life Project in 2004 found that 2/3 of musicians surveyed felt that P2P posed either a minor threat or no threat at all to their livelihoods.