HelloAngel
ONE love, blood, life
By Chrissi Blaesing
2004.12
During the summer months, as fans awaited the release of U2's new album, a report surfaced that the band would be launching a multi-million dollar marketing campaign to promote "How to Dismantle an Atomic Bomb," the band's 11th studio album. Many fans were bemused with the idea that marketing campaign for a U2 album would have to be so large for a band that, by all reports, still holds the title of "world's greatest rock 'n' roll band."
But U2 and Principle Management understood why a large marketing blitz was necessary. The landscape of the music industry has shifted so drastically in recent years that even a venerable band like U2 has trouble getting its music to the general public. As fans speculated over what the marketing effort would entail, reports surfaced on the increasing partnership between U2 and Apple. U2 has been a long-time Apple supporter, most recently with the launch of the iTunes music store.
In late July after an unmixed copy of the new album was stolen, Bono stated that if the album ended up on the internet, U2 would instantly release it on iTunes. The complete album never did surface. By late September, U2's first single "Vertigo" was released exclusively on iTunes, where the single remains one of the most-downloaded songs on the site. In mid-October, U2 and Apple further cemented their partnership with a first for both—a television commercial starring U2. Apple's innovative commercials for their iPod and iTunes music store usually feature music from up-and-coming artists like Jet and the Black Eyed Peas as silhouetted performers dance on a colored background. The new ads, directed by Mark Romanek, premiered during several prime time shows, including the American League Championship Series, and featured not only the song "Vertigo" but also U2 itself. The end of the ad spelled out the partnership for everyone to see: iPod by Apple and "Vertigo by U2."
While some fans were dismayed at the sell-out factor of the commercial, the fact remained that the single and U2 were getting crucial prime-time exposure to casual fans probably unaware that a new album was in the offing.
The placement of the ad during a variety of programs including the ALCS on Fox, NBC's comedy "Scrubs" and the WB's teen soap "One Tree Hill" also ensured that several different target groups would be able to preview the new single. In an article in the Boston Globe the issue was raised that currently the music industry's "formats and playlists are so tightly regimented there's no reason for U2 to assume it will receive the kind of promotional push it's enjoyed in the past." Indeed, although the video for "Vertigo" has been in heavy rotation during the morning hours on VH1 and MTV, the time period when videos are shown on both channels, the video has failed to make it to "TRL's" Top 10 requested videos, a chart influenced by teenagers.
Apple and U2's partnership was taken to a new level at a special press conference in San Jose on October 26 when Apple's Steve Jobs was joined by Bono and The Edge to unveil a new 20GB limited-edition U2 iPod and an exclusive digital boxed set consisting of all of U2's official recordings, plus 25 previously-unreleased tracks. In an interview with CNBC's Ron Insana on October 27, The Edge was quick to dispel rumors that U2 was "selling out" with the Apple partnership:
"Well our position on sponsorship hasn't changed, it's always been that we do not sell our reputation or our fans' regard for our work to anybody. But this is a different thing, this is a technology partnership. It's a very clean, straightforward relationship; we're selling U2 branded iPods…and we're selling our music on iTunes. We just get the share of the revenues earned by these two releases. That's it—plain and simple. We're also in an iTunes ad because iTunes, as a music distribution system, is promoting our music."
Apart from U2's alliance with Apple, plans were made to place new songs from "How to Dismantle an Atomic Bomb" on several television shows. "Sometimes You Can't Make It on Your Own" appeared on Fox's "The OC" in early December. The show, in its second season, is primarily watched by a teenage fan base has been a showcase for up-and-coming artists like Death Cab for Cutie and The Walkmen. To target different demographics, namely adults and seniors, CBS's hit show "CSI: Crime Scene Investigation" has already featured the "Vertigo" single in an opening sequence with plans on using two more songs off "How to Dismantle an Atomic Bomb" in the coming weeks.
While the marketing campaign has thus far been targeted at the casual or new U2 fan, plans for the album's release had more of U2's core fan base in mind. U2 has always had a special relationship with its core fan base, something Bono pointed out in an interview with Alastair Campbell. "That what's striking about U2 is that we have two lives as a band," he said. "We have this one line, life, under the wire, you know, which is our relationship with our audience. You know, it's a huge audience. Like, we're the biggest cult band in the world, really. And…then you got this other one, the one that is the media."
With this relationship in mind, U2 created extras to be packaged with the "Vertigo" single and "How to Dismantle an Atomic Bomb" album. The "Vertigo" single, according to U2.com, comes in three different formats, including a DVD version with the Hanover Quay video for "Vertigo." An exclusive photo gallery by Anton Corbijn also accompanies the DVD single. The album itself comes in not only the standard CD release but also a limited edition album CD/DVD including interviews and performances of some of the new songs. A special deluxe limited edition features a 48-page hardcover book that U2.com states has "extracts from band member note books, original paintings, illustrations and photography along with quotes and statistics." A vinyl version is also available.
Also on the horizon for U2 fans, according to an article in Newsweek, is the possible expansion of the Apple/U2 partnership with the offering of concert recordings at the iTunes music store. "We're getting ready to do it," says Apple's Jobs. "Wouldn't it be great if the morning after the concert, you can buy it on iTunes?"
As the official release of the album drew near, U2 scheduled a series of interviews and performances both in Great Britain and the United States. A performance out of U2's own Hanover Quay studios was broadcast on BBC's Radio 1. In New York City, U2 performed three songs during the broadcast of "Saturday Night Live." That same weekend, New York City-based radio station K-ROCK held a listening party with bands and fans that also included a Q&A session.
On the eve of the American release of "How to Dismantle an Atomic Bomb," U2 stepped up its marketing campaign with a mini-tour of Manhattan on the back of a flatbed truck. The band used this opportunity to film a music video with "Rattle and Hum" director Phil Joanou for new North American single "All Because of You." The road show ended with a free concert at the Empire Fulton Ferry State Park between the Brooklyn and Manhattan Bridges, highlights of which were aired on the show "mtvJammed." A week later the band was in Dublin, walking the streets and playing at the Gaiety Theater as part of the filming of its second worldwide single, "Sometimes You Can't Make It on Your Own."
As the music landscape continues to change form, U2 has adapted far more than other bands, embracing new technology and media to showcase its music. Though U2 and Principle Management launched an impressive marketing campaign aimed at both new and old U2 fans to promote "How to Dismantle an Atomic Bomb," the fact remained that even the most impressive campaign would fail if the product was substandard. This, however, is now the case with "How to Dismantle an Atomic Bomb," praised by fans and critics alike and debuted at the top of sales charts worldwide. In the case of advertising this album it's very simple—a great album deserves great marketing.
2004.12
During the summer months, as fans awaited the release of U2's new album, a report surfaced that the band would be launching a multi-million dollar marketing campaign to promote "How to Dismantle an Atomic Bomb," the band's 11th studio album. Many fans were bemused with the idea that marketing campaign for a U2 album would have to be so large for a band that, by all reports, still holds the title of "world's greatest rock 'n' roll band."
But U2 and Principle Management understood why a large marketing blitz was necessary. The landscape of the music industry has shifted so drastically in recent years that even a venerable band like U2 has trouble getting its music to the general public. As fans speculated over what the marketing effort would entail, reports surfaced on the increasing partnership between U2 and Apple. U2 has been a long-time Apple supporter, most recently with the launch of the iTunes music store.
In late July after an unmixed copy of the new album was stolen, Bono stated that if the album ended up on the internet, U2 would instantly release it on iTunes. The complete album never did surface. By late September, U2's first single "Vertigo" was released exclusively on iTunes, where the single remains one of the most-downloaded songs on the site. In mid-October, U2 and Apple further cemented their partnership with a first for both—a television commercial starring U2. Apple's innovative commercials for their iPod and iTunes music store usually feature music from up-and-coming artists like Jet and the Black Eyed Peas as silhouetted performers dance on a colored background. The new ads, directed by Mark Romanek, premiered during several prime time shows, including the American League Championship Series, and featured not only the song "Vertigo" but also U2 itself. The end of the ad spelled out the partnership for everyone to see: iPod by Apple and "Vertigo by U2."
While some fans were dismayed at the sell-out factor of the commercial, the fact remained that the single and U2 were getting crucial prime-time exposure to casual fans probably unaware that a new album was in the offing.
The placement of the ad during a variety of programs including the ALCS on Fox, NBC's comedy "Scrubs" and the WB's teen soap "One Tree Hill" also ensured that several different target groups would be able to preview the new single. In an article in the Boston Globe the issue was raised that currently the music industry's "formats and playlists are so tightly regimented there's no reason for U2 to assume it will receive the kind of promotional push it's enjoyed in the past." Indeed, although the video for "Vertigo" has been in heavy rotation during the morning hours on VH1 and MTV, the time period when videos are shown on both channels, the video has failed to make it to "TRL's" Top 10 requested videos, a chart influenced by teenagers.
Apple and U2's partnership was taken to a new level at a special press conference in San Jose on October 26 when Apple's Steve Jobs was joined by Bono and The Edge to unveil a new 20GB limited-edition U2 iPod and an exclusive digital boxed set consisting of all of U2's official recordings, plus 25 previously-unreleased tracks. In an interview with CNBC's Ron Insana on October 27, The Edge was quick to dispel rumors that U2 was "selling out" with the Apple partnership:
"Well our position on sponsorship hasn't changed, it's always been that we do not sell our reputation or our fans' regard for our work to anybody. But this is a different thing, this is a technology partnership. It's a very clean, straightforward relationship; we're selling U2 branded iPods…and we're selling our music on iTunes. We just get the share of the revenues earned by these two releases. That's it—plain and simple. We're also in an iTunes ad because iTunes, as a music distribution system, is promoting our music."
Apart from U2's alliance with Apple, plans were made to place new songs from "How to Dismantle an Atomic Bomb" on several television shows. "Sometimes You Can't Make It on Your Own" appeared on Fox's "The OC" in early December. The show, in its second season, is primarily watched by a teenage fan base has been a showcase for up-and-coming artists like Death Cab for Cutie and The Walkmen. To target different demographics, namely adults and seniors, CBS's hit show "CSI: Crime Scene Investigation" has already featured the "Vertigo" single in an opening sequence with plans on using two more songs off "How to Dismantle an Atomic Bomb" in the coming weeks.
While the marketing campaign has thus far been targeted at the casual or new U2 fan, plans for the album's release had more of U2's core fan base in mind. U2 has always had a special relationship with its core fan base, something Bono pointed out in an interview with Alastair Campbell. "That what's striking about U2 is that we have two lives as a band," he said. "We have this one line, life, under the wire, you know, which is our relationship with our audience. You know, it's a huge audience. Like, we're the biggest cult band in the world, really. And…then you got this other one, the one that is the media."
With this relationship in mind, U2 created extras to be packaged with the "Vertigo" single and "How to Dismantle an Atomic Bomb" album. The "Vertigo" single, according to U2.com, comes in three different formats, including a DVD version with the Hanover Quay video for "Vertigo." An exclusive photo gallery by Anton Corbijn also accompanies the DVD single. The album itself comes in not only the standard CD release but also a limited edition album CD/DVD including interviews and performances of some of the new songs. A special deluxe limited edition features a 48-page hardcover book that U2.com states has "extracts from band member note books, original paintings, illustrations and photography along with quotes and statistics." A vinyl version is also available.
Also on the horizon for U2 fans, according to an article in Newsweek, is the possible expansion of the Apple/U2 partnership with the offering of concert recordings at the iTunes music store. "We're getting ready to do it," says Apple's Jobs. "Wouldn't it be great if the morning after the concert, you can buy it on iTunes?"
As the official release of the album drew near, U2 scheduled a series of interviews and performances both in Great Britain and the United States. A performance out of U2's own Hanover Quay studios was broadcast on BBC's Radio 1. In New York City, U2 performed three songs during the broadcast of "Saturday Night Live." That same weekend, New York City-based radio station K-ROCK held a listening party with bands and fans that also included a Q&A session.
On the eve of the American release of "How to Dismantle an Atomic Bomb," U2 stepped up its marketing campaign with a mini-tour of Manhattan on the back of a flatbed truck. The band used this opportunity to film a music video with "Rattle and Hum" director Phil Joanou for new North American single "All Because of You." The road show ended with a free concert at the Empire Fulton Ferry State Park between the Brooklyn and Manhattan Bridges, highlights of which were aired on the show "mtvJammed." A week later the band was in Dublin, walking the streets and playing at the Gaiety Theater as part of the filming of its second worldwide single, "Sometimes You Can't Make It on Your Own."
As the music landscape continues to change form, U2 has adapted far more than other bands, embracing new technology and media to showcase its music. Though U2 and Principle Management launched an impressive marketing campaign aimed at both new and old U2 fans to promote "How to Dismantle an Atomic Bomb," the fact remained that even the most impressive campaign would fail if the product was substandard. This, however, is now the case with "How to Dismantle an Atomic Bomb," praised by fans and critics alike and debuted at the top of sales charts worldwide. In the case of advertising this album it's very simple—a great album deserves great marketing.
Very very good Chrissi! Your writing was really articulate and well thought out....I'm looking forward to seeing more of your stuff. 
