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Radiohead has no record company deal. They have entered into some sort of distribution only deal that will allow the album to be sold at record stores, but the band themselves are not signed to the label in question. I don't see there being any real label support for the album or any promotions, just a deal that gets the physical product, which radiohead was producing anymore as a very expensive (near $100) upsell to their fans.
It is the comparatively dark secret of this whole deal: Even Radiohead are smart enough to know that the real long term money is made on sales over the years, even if you are only getting 25% of whatever of the sale price.
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