Q&A: Issa offers fans a "gift from the artist"

By Ed Christman

NEW YORK (Billboard) - Some may think Radiohead pioneered the idea of allowing fans to determine their own pricing for the digital download version of its "In Rainbows" album, Canadian recording artist Jane Siberry, who now goes by the name Issa, has been using that pricing model for downloads on her Web site, sheeba.ca, since December 2005.

When consumers want to buy a download at the site, a dropdown menu lets them choose how much to pay and when. Between those who have paid or chosen the "gift from the artist" option, fans have spent an average of $1.18 per song.

Issa, who has recorded a dozen studio albums since her first, "Jane Siberry," came out in 1981, now issues music on her own Sheeba label.

Q: Why did you decide to use this pay plan?

A: "The way the music industry was working started to feel more unnatural, greedy and counterintuitive to the music, which I see as a very special thing to give to humanity. So I decided that I needed a place that I could live with, and decided to create a flexible interface where the fan chooses what to pay. It's not a business model, it's a life model."

Q: In going this route, why did you choose a suggested price of 99 cents? And do those who choose the "pay later" option come back?

A: "It's very stressful to tell them to pay what you wish, unless people have a standard price. And I put 'gift from the artist' at the top (of the menu) so that they know I mean it. There is no stealing on my site, only good energy. That's why we don't track if they come back and pay later, nor do we follow up."

Q: Radiohead gives fans a choice of self-determined prices for the download or they can buy the 40 pounds ($81) boxed set, without fans knowing that a less costly single-CD option would be available January 1.