Page "Kid A" Paragraph 15

After finishing the record, the band, with their label, drew up a marketing plan.

One EMI executive praised the music but described " the business challenge of making everyone believe " in it.

However, there was considerable media interest ; Kid A was described as " the most highly anticipated rock record since Nirvana's In Utero ".

According to Ed O ' Brien, the marketing campaign aimed to dispel hype about the new album.