Thom Yorke recruited Oxford business students to strategize solo, Radiohead album releases

Who better to explain BitTorrent to the Radiohead frontman than students.

Late last month, Thom Yorke following a week of teasing with a new solo album, Tomorrow’s Modern Boxes, which was released via a “paygated” BitTorrent bundle.

Billboard reports that Yorke’s team at Courtyard Management worked with MBA students at Oxford’s Saïd Business School on “user experience, media strategy and financial analysis” of the project. They also came up with potential strategies for the next Radiohead album.

“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,” says Courtyard Management.

The strategy worked: the MBA students helped Yorke to a million downloads and counting, good for a UK Gold certification.



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