Radiohead used the power of the web and its social networks to announce the arrival of their new album "The Kings Of Limbs", which once again bypasses the major record labels.
The news first broke on the band's website, with a post simply saying "Thank You for waiting", and the album's pre-order status was declared by the Radiohead News Facebook page, as well as its Twitter account, so the fans knew about the launch even before the music press did.
The Kings of Limbs is available to pre-order now at ateaseweb.com. It will go on general release on both CD and 12-inch vinyl in all music stores and digital retailers from 28 March.
Nigel Godrich, who has worked with the band from 1997's OK Computer onwards, is again on board to produce the album.
Let's just hope it's more The Bends than In Rainbows.