Kid A and Amnesiac are considered nowadays as a river basin moment for the band. This is particularly true of the erstwhile, which reached number one in the United Kingdom and in the United States. This was the first meter Radiohead had had a record that topped the charts in the US. many music critics lambasted the album when it beginning came out, but over time it won praise : magazines such as Rolling Stone, Pitchfork and The Times named it the best album of 2000. Kid A was not just a musical milestone for Radiohead, it besides revolutionized industry practice. The ring decided to take advantage of its status and set down its own rules on how it wanted to release the album. There was minimal forwarding. They didn ’ t release singles or music videos, and only sent out 10-second-long inspire films with music and artwork called “ blips, ” setting the precedent for nowadays ’ mho teasers, Instagram stories and TikTok videos.
On the day of its free, London radio stations had to play the album in its entirety and in the compensate regulate, without having received an promote imitate. Radiohead refused to do a photoshoot for the british magazine Q, and rather provided digitally altered portraits of the ring members looking like alien-like monsters. These images were projected onto the Houses of Parliament in London and placed on posters and billboards to turn Radiohead “ back into a product, ” Yorke said. Kid A is besides considered to be the first album that used the internet as the independent channel for promotion. In 1997, Radiohead were already web pioneers : they opened an official web page and forum, and were connecting and communicating with the chief fan websites of the isthmus. In 1999, Ed O ’ Brien started a blog on which he discussed the march of recording the new album. The first songs of Kid A were heard on June 15, 2000, in Tívoli Theater in Barcelona, where the set was starting their four-month european enlistment before the release of the album. Influenced by the book No Logo by Naomi Klein, the band wanted the tour to be free of sponsors. The concert in Barcelona was filmed and wide shared on-line. Kid A was besides leaked on the peer-to-peer file sharing network Napster. Thom Yorke was sympathetic towards the fans who had pirated the album, and the dance band decided to introduce an application on their web site that allowed anyone to stream the read and embed it for exempt on their webpages. They were the first band to do this. barely as the populace was entering a new millennium, Radiohead changed the paradigm of the kind of kinship a successful artist should have with the media, the diligence and the public. It marked a bespeak of no render for the band – one which, according to diarist Steven Hyden, invented contemporary music polish as we know it today.
english translation by Melissa Kitson.