180, a bilingual film shot in both Tamil and Telugu, has released its music online for purchase in a 'Pay What You Want" mode. When attempting to purchase the music for the film users are given the option to enter the amount that they want to pay for each single. (hat tip: @beastoftraal) The "Pay What You Want" model was first attempted by the band RadioHead back in 2007 for its album In Rainbows. A few differences: - Firstly, there are no free downloads in case of 180 (a minimum of Rs. 1 has to be paid), while in case of In Rainbows, consumers could avail of the free download, only having to pay for credit card transaction charges. - Secondly, In Rainbows was self-published by Radiohead, a move that one thought would lead to more and more bands choosing self publishing over signing their music over to labels, but that never really did happen. In comparison, the music for 180 appears to be with Think Music. - Thirdly, in case of 180, there's a CD delivery option if you buy the album. In Rainbows was released online only initially. Note that if you order a single from 180, the download links are available only for 36 hours, or a maximum of three clicks. We downloads are zipped MP3 files, which don't appear to be DRM protected. We'd love to know how many people purchase the music online via the site, and more importantly, the average purchase price of the…
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