Employs pseudo-Radiohead pricing model for album. Good thing for you consumers we at BLURT didn’t award it a “10”,
By Blurt Staff
This just got slipped over the BLURT transom… you can call
it an instance of backhanded praise getting its comeuppance, or just a
snarky-but-savvy business move. But it’s still pretty fucking funny. And as of
this writing, Pitchfork hasn’t commented. Read on….
Asthmatic Kitty is experimenting with a new post-In
Rainbows method of determining the price of an album. Instead of allowing
the consumer to dictate price, Asthmatic Kitty
looked to the next obvious choice to determine the value of an album: the music critic.
Today, renowned and respected indie rock critics
Pitchrok released a review of Ropechain, the second
full length album from Indianapolis-based Grampall Jookabox. Employing
their 10-point system, Pitchfork scored the album at a 5.4.
Asthmatic Kitty will therefore sell Ropechain for $5.40 for 54 hours
from 9am, December 8th.
“Pitchfork’s ten point scoring system, along
with their infamous one decimal point makes them the ideal choice for a dry run
with this experimental pricing structure. It just makes dollars and
sense,” said Michael Kaufman, A&R.
Moose, frontman for Grampall Jookabox, commented, “I
know that it has been a long and difficult road for music
critics everywhere. It’s 2008, but until now their point systems had
absolutely no effect on the value of music. Today, they rightly take their
place as determiners of the value of music. “
Both Moose and Kaufmann are so excited about this new move for the label and
band that they quickly collaborated in a music video of “Let’s Get Mad
Together” from Ropechain to commemorate the new pricing structure.
Moose dons a dollar bill costume and dances while
Kaufmann stands on his head. The video is here:
Whether this pricing structure will proliferate through the entire record industry depends both on the experiment’s
success at Asthmatic Kitty Records, and the
willingness of music critics to adjust their reviews to fit currency valuation.
Just as Radiohead’s album sale did, this
move may send shock waves through the
industry. It is expected that those publications using grade levels, percentage points, or “stars” may have to
quickly adjust. Some have purportedly already started converting their scores
straight into U.S. dollars.
Consumers wishing to participate in the experiment can buy the album here:
The band also has some complimentary remix MP3s: