Kylie Monogue is following a recent trend set by Radiohead in shunning media organisations in favour of giving the power back where it belongs: to the fans.

Radiohead recently made the big — and very brave — decision to release their latest album In Rainbows online, and to charge only as much for it as the fans wanted to pay. You think it’s worth nothing? So be it, the band say. We think this is a stroke of marketing genius; more than that, it is a very clear message to the large media companies that their time in the traditional role of agent and marketer are terminally numbered.

Comeback queen and Pop-princess Kylie is releasing her new single online — available for download — a full week before its record store release. She is, according to reports, eager to join stars embracing the digital revolution that is killing CD sales.

This is yet another high-profile blow to the Big Four Cartel that still seemingly refuse to acknowledge the industry is changing around them. If they do not become more nimble, fluid and open minded then they will be unable to move with it. Businesses that do not move with their markets — and more so those that attempt to hold it back from this inevitable movement — will eventually fail. The winners will be the innovators — Ares, Kylie, Radiohead et al — that took advantage of the change.

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