LONDON and SAN FRANCISCO, Oct. 11 /CNW/ - British band Radiohead made its
brand new album 'In Rainbows' available for download to fans across the world
this week. By doing this, Radiohead posed a bold challenge to the traditional
music industry's business model by offering its new album via digital download
at a price open to fans' discretion.
With the music world's attention focused on the launch, the hosts of
Radiohead's official download site, w.a.s.t.e, needed a solution that
guaranteed uninterrupted delivery of the album. By selecting PacketExchange,
the leading provider of private high-speed internet networks, w.a.s.t.e was
able to bypass the public internet and its bottlenecks, and enable fans to
download the album 100 times faster than via the public internet.
"With such a prestigious band as Radiohead, and such an important
release, we knew that we had to call on the services of a company who could
perform this delivery without a hitch. Fans had committed money upfront for
their download and were therefore entitled to get it as soon as it became
available and quickly. Ultimately people's experiences on release day had to
be the music and not the delivery, and PacketExchange exceeded our highest
expectations," says Julie Calland, at Radiohead's band management company,
Courtyard. "The Radiohead album launch would have not been possible without
PacketExchange has been working with a number of partners utilizing a
combination of complementary delivery platforms to ensure 100% guaranteed
reliability and delivery of the album. PacketExchange worked closely with
w.a.s.t.e to understand their requirements and developed the optimum solution
for both the initial surge of demand after launch and ongoing demand in the
future. Following the launch this week, users will have guaranteed access to
Radiohead's album 24/7 directly over PacketExchange's eXpress service.
"If this album was sent over the public internet, it would have bounced
back and forth significantly slowing down the download. This can have serious
implications on the overall user experience and jeopardize Radiohead and
w.a.s.t.e's reputation," says Kieron O'Brien, CEO of PacketExchange. "A recent
survey we commissioned shows that on average users wait no longer than ten
seconds to get the content they want so speed is absolutely fundamental."
w.a.s.t.e is Radiohead's own fan service and has been running since the
band began releasing records in the early 1990's. Starting out as letters
posted by the band, it grew in line with Radiohead's success, providing a
vital link between the fans and the band, with web services, ethically sourced
merchandise, tickets and now the direct release of Radiohead's 'In Rainbows'.
Virtek has provided technical support to w.a.s.t.e and its sister
company, Sandbag, for many years. "Their technical expertise has been crucial
in this project to ensure that fans get the download they rightly deserve",
says Mel Maxwell, head of w.a.s.t.e. It was Virtek that sourced and
recommended PacketExchange to be Radiohead and w.a.s.t.e's partner in the
fulfilment of the album download.
PacketExchange is the leading provider of private high-speed internet
networks with a global application sensitive delivery platform spanning North
America, Europe and Asia. By enabling organizations to bypass the public
internet, PacketExchange offers its customers a reliable, fast and secure
internet connection, while providing a superior user experience.
PacketExchange has an impressive portfolio of over 450 customers including
Microsoft and Yahoo!. Headquartered in London, England, PacketExchange also
has offices in San Francisco and is rapidly expanding. PacketExchange was
ranked as the 18th Fastest Growing Technology Company of 2006 in The Sunday
Times Tech Trak and is nominated in the Deloitte Technology Fast 500 EMEA
For more information, visit http://www.packetexchange.net
For further information:
For further information: Media Contacts: PacketExchange Team, Grant
Butler Coomber (PR Agency), p. +44-(0)20-8322-1922, e.