“As an experiment…” began last week’s letter from Radiohead frontman Thom Yorke and producer Nigel Godrich, announcing Tomorrow’s Modern Boxes, Yorke’s first solo album in eight years. The “experiment” was designed to solve the same problem the music industry has been grappling with since the heyday of Shawn Fanning—how to convince the digital world to pay for music. And the means were, if not exactly original, unique for an artist of Yorke’s size: a payment system managed by a version of the file-sharing software BitTorrent, which relies on users sharing small pieces of a file in order to circulate a shared whole. “If it works well it could be an effective way of handing some control of internet commerce back to people who are creating the work,” Yorke and Godrich explained; it’s a very different sentiment from the one expressed by Radiohead’s management following In Rainbows in 2007, when they described the pay-what-you-want approach for that album as “a solution for Radiohead, not the industry.”
BitTorrent involvement aside, Yorke and Godrich have essentially released music for sale on short notice, something Radiohead did already with their 2011 album The King of Limbs. In 2013, Beyoncé’s surprise self-titled album-cum-multimedia extravaganza represented a generational shift six years after In Rainbows: the catchphrase "Pulling a Radiohead” was summarily replaced by “pulling a Beyoncé”. On the other end of the spectrum, recent model-busting approaches by Jay-Z and U2 were met with cynicism and disdain. Compared to these high-profile campaigns, the reception to Tomorrow’s Modern Boxes’ distribution gambit has been unremarkable, a collective shoulder-shrug.
Indeed, for a solo release from a member of one of the world’s biggest rock bands, nearly everything about the album feels slight: the title, which is ostensibly a commentary on digital commerce but sounds more like a corporate slogan for a shipping company; the sparse, forgettable artwork; the video for lead track “A Brain in a Bottle”, itself a herky-jerky update of the clip for The King of Limbs’ blooming “Lotus Flower” single; the price, a scant $6 for an eight-track album that would typically go for at least $3 more at most digital retailers; and the runtime, which just barely cracks a half-hour, the shortest non-Radiohead album the singer has been involved with. Yorke—and, by extension, Radiohead—has spent the last two decades making a virtue of evading celebrity, but even by that measure, the presentation of Tomorrow’s Modern Boxes comes across as quaint.