(11-14-2004) Don't Push Me 'Cause I'm Close to the Edge - Newsweek*

[HelloAngel]

Don't Push Me 'Cause I'm Close to the Edge


Music: The iPod-ification of U2 on their new album, 'How to Dismantle an Atomic Bomb

Newsweek Nov. 22 issue - Ignore the iPod commercial—U2 has not morphed into a hipster rave outfit for dreadlock-flipping twentysomethings. For one thing, they already tried that with 1993's "Lemon" (and it was). And anyhow, why change course when you're the biggest band in the world?

The iPod-ification of U2 is an attempt to make the aging rockers look relevant among a younger generation of pop artists unfamiliar with such relics as the guitar. But this latest marketing strategy is ridiculous. U2 are (once again) at the top of their game and probably couldn't make a bum album if they tried. On "How to Dismantle an Atomic Bomb," they apply that winning U2 formula: Bono's raggedy vocals, the Edge's shimmery guitar and plenty of Guinness (OK, I guessed on that last one). The songs already feel like FM classics—just slightly tweaked (some industrial grind here, some Spanish influence there) to set them apart from the bazillion other U2 songs you know.

"Love and Peace or Else" (co-produced by Brian Eno) is the best track. It's big, bombastic and complete with Bono's Biblical references and war analogies. Is he talking about a woman, God, the Iraq war—or all of the above? The more obvious, straight-ahead pop-rock tunes (like "Vertigo," the first single) ensure that this record will last through next summer.

U2 are no longer an angry band. They're old enough, and famous enough, to know that donating millions to poverty-stricken Africa or speaking at the United Nations against Third World debt has more impact than screaming about it on an album. Old fans may miss that passion, but this is still U2. And nothing, not even an embarrassing iPod commercial, can bring them down right now.

—Lorraine Ali

© 2004 Newsweek, Inc.

http://msnbc.msn.com/id/6471861/site/newsweek/

 

[shrmn8rpoptart]

who is embarrased by this commercial? i for one enjoy seeing and hearing my fav band as much as possible

 

[Homerpalooza]

who is embarrased by this commercial?

Me, very much so. I never expected U2 to pull a Lenny Kravitz type of cheeseball commercial like this. I almost expect the Target logo to appear at the end or something. I'm glad they're only hawking music, but they come off as goofballs with the performance...

 

[Sneaky Neil]

I am a bit indifferent about the whole thing. I definatly do not like a band to sell products or things of that nature but I think this is a bit different. They aren't selling any products just the music. It almost seems as though they didn't even do the commercial and this was just an taken from a performance................plus they didn't even get paid for it.

Also, I really have to admit that I love seeing the band everytime that commercial comes on. I can't get enough of U2.

 

[Wildhit]

well, a band has to get it's stuff out there somehow. when was the last time you saw a music video on mtv anway?


plus its not like they're selling bed sheets or energy drinks. they're working with an inovative product that actually has something to do with MUSIC. kind of like how mtv was inovation in the 80's, thats the way the iPod revelation is.

 

[MBH]

Nothing to be embarrassed about

Me, very much so. I never expected U2 to pull a Lenny Kravitz type of cheeseball commercial like this. I almost expect the Target logo to appear at the end or something. I'm glad they're only hawking music, but they come off as goofballs with the performance...

I strongly condemn selling music to large corporations and hearing my favorite songs in commercials that sell products. However, what U2 have done here is an intelligent marketing strategy: times change and so must people and the way we communicate. Millions of people are getting their music for free via the internet and artist's must utilize different methods of reaching the market.

U2 are in the process of doing just that with the Apple I-POD. This is quite different than hearing Led Zeppelin, Sting, Madanna, the Stones, the Clash or numerous other artists sell an actual product instead of selling their own music which is what U2 is trying to do here. These aforementioned artists, although great and the favorites to many including me, have not only tarnished their image but have oversaturated certain songs(i.e. "Rock n' Roll" by Led Zeppelin now always inspires images of a Cadillac in my head!).

To be fair, U2 (especially Bono) have always had a desire for the spotlight, relevance, fame and fortune. Especially in recent years they have straddled the fence of commercialism/credibility and have times probably gone too far.

With that said, let's not forget that this is the same band who reportedly rejected $25 million to sell "Where the Street Have No Name" for a car commercial.......

 

[AtomicBono]

I'm not sure if this article is positive or negative the tone is critical but it's saying good stuff, mostly... when has U2 ever actually "screamed angrily" about stuff though? The article makes it sound like they used to be Linkin Park or something... I guess they're referring to political songs like Sunday Bloody Sunday. I also dunno why the author would say U2 no longer has passion but is still great... that kinda contradicts itself, and you can tell U2 still has passion by listening to ANY track off of HTDAAB. Also, I don't like how she says that the songs are basically like every other U2 song, just tweaked - yeah, they sound like U2 because, guess what, it IS U2! But the songs don't all sound the bloody SAME...there's a difference between having a distinct style and repeating yourself (Creed, take note.) And while many of the songs reach back to classic U2 style, they sound fresh and have their own distinct feel. Every U2 album has its own identity.

I'm seeing too much into this.

I love the iPod commercials...and, regardless of your opinion, they seem to be doing their job - making the younger generation pay attention. I've had so many people come up to me and say "dude, that U2 iPod commercial is really cool!" or "The new U2 song, Vertigo, is so cool! I saw it in a commercial on TV last night!" I've also recently had numerous people mention the U2 iPod to me... they all think it's really awesome and want me to get it (they want it too, actually.) I have a feeling U2 will reach out more to the young generation with the A-Bomb... my friends all love Vertigo (and these are non-U2 fans) and the iPod ads and whatnot. Some of my friends already plan to buy the album... and I'm gonna make a serious effort to get EVERYONE I know to buy it, hell, I might buy a bunch of copies to give out to people, to show them that U2 IS fresh and modern and bloody brilliant and that THIS is what real music is.

 

[sue4u2]

Fuck all this analysis... I'm Loving Every Minute Of It...

 

[ulove2]

What Sue4u2 said!!

 

[Headache in a Suitcase]

kinda hard to call u2 sell outs for the commerical when you consider the fact that they took no money for it...