criticism of gimmickry), to push the envelope further. The band is now asking fans to create their first music video for the album in a contest utilizing online YouTube of animation (and Crunchies finalist) Aniboom.Leave it to Radiohead, the pioneering alt-rock band that released its latest album last fall under a pay-what-you-want price scheme to a lot of fan fare (and some
Radiohead is hardly the first act to call on fans to create a music video. In the past couple of years the Decemberists, Modest Mouse, Junior Boys, Willie Nelson, Bjork, Jonathon Coulton, and The Hold Steady, among others, have all held video contests. The Beastie Boys went a step further and relied solely on fan footage for an entire concert DVD. Even Madonna, known for lavishly expensive music videos, held a "Make My Video" contest with MTV for "True Blue" in 1986.
The Radiohead In Rainbows contest is being run a bit differently in that they've partnered with an independent video site, are focusing on animation, and are using a tiered voting approach that allows fans to be involved with picking the winner. Further, any song on the album is eligible for being turned into a video, which means fans will in many ways get to define the band's first single.
Until April 27th, anyone can submit a storyboard or clip to Aniboom detailing their idea for a Radiohead video. Users will vote on the 10 best, who will then each be given $1,000 to create a one minute version of their concept. The band will choose the winner, who will receive a $10,000 budget to make the full video for the band in June.
Check out the storyboard example below: