Radiohead made a bold move by offering its latest album, In Rainbows, as a name-your-ownprice digital download, eschewing a record label entirely. According to ComScore, which tracks digital sales, 1.2 million people downloaded the album in October. Of these people, roughly 60 percent chose “free” as their price. The remainder paid an average of $8 in the United States, $6 worldwide. Yet, despite most users getting the album for free (and at least another 500,000 people pirating it, even though it could be had gratis from the official site), Radiohead is looking to make a tidy sum: Without a label, the band gets a much bigger slice of the pie. But is it enough? Radiohead’s popularity and the tremendous publicity the release garnered no doubt boosted sales. Whether choose-your-own-price is a viable option for smaller bands, or even another Radiohead release, remains to be seen.