By now you most likely know about Radiohead's experimental release program for their newest album "In Rainbows". Basically, the band set up a site where their fans could buy the album for whatever price they wanted to pay. People could have paid $0 or $100 if they wanted. You can read my original post along with what I decided to pay here.
Radiohead is continuing to find innovative ways to allow fans to own the brand in a personalized way. The latest idea is a contest in partnership with Apple and their Garageband product. It allows people to buy their song "Nude" (track three) with all of the independent pieces of the track. So, you can buy the drum track, the bass track, the guitar track, the strings track and the voice track all independently.
Once people have the pieces of the track, they're encouraged to remix the song using Garageband to create a completely unique take on it. Once they have a file they then go to the site www.radioheadremix.com and load their track into the community. Once there, people can vote for each track and create a widget to promote their entry.
This is a fantastic idea as a way to allow fans to get involved with the Radiohead brand, create something that is their own and join in a community of other, like minded fans. More companies, bands, products, teams, etc. need to look at this model as a way to create deeper engagement. Providing raw assets that can be used to create original, personal by-products could be powerful. It's not for every brand, but for Radiohead and their fan base it works well. Take a listen to some of the songs, they're quite incredible and took an obvious time investment.