(11-27-2005) Media Age Business Tips From U2 - New York Times*

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Media Age Business Tips From U2


BY David Carr


IN pop culture, nothing lasts forever. But U2 is coming close.

On the surface, the formula U2 used to send 20,000 fans into sing-along rapture at Madison Square Garden last Tuesday night was as old as rock 'n' roll: four blokes, three instruments, a bunch of good songs. Add fans, cue monstrous sound system, light fuse and back away.

But that does not explain why, 25 years in, four million people will attend 130 sold-out shows this year and next that will gross over $300 million and how their most recent album, "How to Dismantle an Atomic Bomb," has already sold eight million copies.

For that, you have to look at U2 less as a band than as a multimillion-dollar, multinational media company, one of the smarter ones around.

"We always said it would be pathetic to be good at the music and bad at the business," said Paul McGuinness, the band's manager since the beginning. And while U2 hasn't become a Harvard Business School case study (at least not yet) it offers an object lesson in how media can connect with their customers.

MEET THE CONSUMERS WHERE THEY LIVE For years, the U2 fanzine Propaganda was used to feed the tribe. The band's Web presence was restricted to temporary sites for specific tours. But in 2000, U2 opened an extensive Web site, with an index to every song and album, lyrics, tour news that is refreshed nightly and subscriber features - for those die-hards willing to part with $40 - that allowed them access to tickets, exclusive content and streaming downloads of every song and video the band has ever made.

APOLOGIZE, THEN MOVE ON With the Vertigo tour, it became apparent that some of those fans who had paid good money to join U2's Web site had been elbowed aside by scalpers in the scrum for tickets. The band's response was to apologize immediately and promise to do better.

"The idea that our longtime U2 fans and scalpers competed for U2 tickets through our own Web site is appalling to me," the drummer Larry Mullen wrote in a statement issued by the band as soon as the problem arose. "I want to apologize to you who have suffered that."

EMBRACE TECHNOLOGY While other big acts were scolding and threatening fans for downloading music or, in the case of Metallica, suing Napster, U2 was busy working on a new business model.

A collaboration with Apple yielded a U2 special edition iPod that was a smash hit and gave visibility to the band at a time when most radio station playlists don't extend much beyond a narrow selection of pop singers. With iTunes, U2 produced what may be the industry's first downloadable version of a box set, offering the band's entire musical history for $149.

"We thought it was an opportunity to be taken with both hands," said Mr. McGuinness. Contrast that statement with anything from Hollywood on digital technology in the last three years.

DON'T EMBARRASS YOUR FANS Sure, U2 has recorded some clunkers (1997's "Pop" comes to mind) but the band works and reworks material until it has a whole album's worth of songs, no filler. Last Tuesday, the band played at least four of the songs from the current album, giving the songs a shot at entering the pantheon and affirming U2's status as a contemporary band, not a guilty pleasure or retro musical act that covers their own earlier greatness. (Quick, what's the last Rolling Stones' album?)

"Don't embarrass your fans," Bono told The New York Times last year. "They've given you a good life."

To read the complete article, go here.
 
True, I like Pop, not all of it like I enjoy all of other U2 albums, but Pop is not one of U2's more popular albums.

This was a very good article. Nice to see U2 in the business section of such a publication, since they are as savvy in business as they are in the entertainment industry and on stage in front of fans.
 
Man, if I had a dollar for everytime some idiot called "Pop" a clunker...:ohmy:
 
I love this phrase:
"IN pop culture, nothing lasts forever. But U2 is coming close."
 
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