Release and Promotion
Selway admitted that when the band delivered the album, the band's American label Capitol saw "more or less, 'commercial suicide'. They weren't really into it. At that point, we got the fear. How is this going to be received?" Capitol lowered its sales forecast from two million units to a half a million. In O'Brien's view only Parlophone, the band's British label, remained optimistic while global distributors dramatically reduced their sales estimates. Label representatives were reportedly disappointed with the lack of potential marketable singles, especially the absence of anything resembling their initial hit, "Creep".
Parlophone's advertising campaign was unorthodox. The label took full-page advertisements in high-profile British newspapers and tube stations with lyrics for "Fitter Happier" pitched in large black letters against white backgrounds. The same lyrics, and artwork adapted from the album, were repurposed for shirt designs. Yorke said, "We actively chose to pursue the 'Fitter Happier' thing" to link what a critic called "a coherent set of concerns" between the album artwork and its promotional material. More unconventional merchandise included a floppy disk with Radiohead screensavers and an FM radio in the shape of a desktop computer. In America, Capitol sent 1,000 cassette players to prominent members of the press and music industry, each with a copy of the album permanently glued inside. When asked about the campaign after the album's release, Capitol president Gary Gersh said, "Our job is just to take them as a left-of-center band and bring the center to them. That's our focus, and we won’t let up until they’re the biggest band in the world."
Radiohead chose "Paranoid Android" as the lead single, despite its unusually long running time and lack of a catchy chorus. Colin Greenwood admitted the song was "hardly the radio-friendly, breakthrough, buzz bin unit shifter can have been expecting," but said that Capitol was supportive of the band's choice. The song premiered on the Radio 1 programme The Evening Session in April 1997 and released as a single in May 1997. On the strength of frequent radio play on Radio 1 and rotation of the song's music video on MTV, "Paranoid Android" reached number three in the UK, giving Radiohead their highest chart position.
Radiohead embarked on a world tour in promotion of OK Computer called the "Against Demons" tour, commencing at the album launch in Barcelona on 22 May 1997. OK Computer was released in Japan on 21 May, in the UK on 16 June and in the US on 1 July. In addition to the dominant CD format, the album was released as a double-LP vinyl record, cassette and MiniDisc. The album debuted at number one on the UK, where it held for two weeks. It stayed in the top 10 for weeks and became the country's eighth-best selling record of the year. Meanwhile, the tour took the band across the UK and Ireland, continental Europe, North America, Japan and Australasia, concluding on 29 August 1998 in New York. The tour was mentally taxing for the band, particularly Yorke, who later said "That tour was a year too long. I was the first person to tire of it, then six months later everyone in the band was saying it. Then six months after that, nobody was talking any more."
"Karma Police" was released in August 1997 and "No Surprises" in January 1998. Both singles charted in the UK top 10, and "Karma Police" peaked at number 14 on the Billboard Modern Rock Tracks chart. "Lucky" was released as a promotional single in France but did not chart. "Let Down", considered for release as the lead single, charted on the Modern Rock Tracks chart at number 29. The band planned to produce a video for every song on the album to be released as a whole, but the project was abandoned due to financial and time constraints. Also considered, but ultimately scrapped, were plans for trip hop group Massive Attack to remix the entire album. Meeting People Is Easy, Grant Gee's rockumentary following the band on its OK Computer world tour, premiered in November 1998.
By February 1998, the album had sold at least half a million copies in the UK and 2 million worldwide. To date, at least 1.4 million copies have been sold in the US, 3 million across Europe and a total of 4.5 million worldwide. OK Computer has been certified triple platinum in the UK and double platinum in the US, in addition to certifications in other markets.
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Famous quotes containing the words release and, release and/or promotion:
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