U2 Plugs Leak on MTV

[artdirector]

U2 Plugs Leak with MTV

by Charlie Amter
Nov 10, 2004, 5:25 PM PT

The U2 leak has been partially plugged.

In an effort to stop the wholesale looting of U2's forthcoming How to Dismantle an Atomic Bomb by illicit file-sharers, the band has partnered with MTV.com and VH1.com for exclusive, and legal, online streaming of the new album.
a d v e r t i s e m e n t




Ever since an unfinished copy of the album went missing in France in July, the band and its label have been bracing for the album to hit the net before the Nov. 23 release date.

Then last week, songs from the band's eagerly anticipated 11th studio set began circulating online.

While it's not known for certain whether the AWOL copy was the source of the leak, the band and its management have reportedly been scrambling in recent days to figure out a way to thwart the pirates without the logistic nightmare of rush-releasing the disc to retail outlets.

Their solution: Make How to Dismantle an Atomic Bomb available for free, via streaming audio (as opposed to more easily swappable MP3 files), on the two Viacom-owned Websites beginning next Tuesday--a full week before the official drop date.

"U2 is one of the greatest rock bands in the history of music and is one of the few artists that continually acquire new fans of every generation," Jason Hirschhorn, MTV Networks' senior VP of digital music and media, told E! Online Wednesday. "We are honored to have them…they never disappoint."

Certainly having the record on both Viacom sites is a coup, especially since speculation had centered on U2 releasing the album for download on Apple's iTunes Music Store--something the band itself suggested at the time the recordings disappeared this summer.

But such a move would likely have angered traditional retailers like Best Buy and Virgin Megastore.

Those brick-and-mortar chains are already smarting over the band's promotional pairing with Apple, which traditional retailers see as the band encouraging people to stop buying CDs and focus instead on digital music. The band is also releasing a special edition black iPod and has offered the single "Vertigo" as a download on the iTunes Website for weeks.

In addition to the free stream of How to Dismantle an Atomic Bomb next week, fans visiting either VH1.com or MTV.com will be able to watch the video for "Vertigo."

The move by U2 is a compromise stopgap solution to the download dilemma. While the leak of the record could undermine sales of the foursome's highly anticipated set, selling the album early only on iTunes would jeopardize valuable relationships already in place for what is sure to be a huge seller this fall into the Christmas season for music retailers.

The trend of streaming sneak previews of records is certainly nothing new in the music business--U2 is just the latest band to join the wide-ranging list of artists who choose to premiere part, or all of their new albums on sites like MTV.com, VH1.com, AOL music, Real Network's Rhapsody and Napster. R.E.M. streamed its Around the Sun on the indie site MySpace Music, while Norah Jones previewed tracks from Feels Like Home on VH1.com.

MTV.com has featured exclusive album premieres from such high-profile artists as Usher and Green Day.

 

[TheFlyOnTheWall]

MTV.com has featured exclusive album premieres from such high-profile artists as Usher and Green Day.

 

[jick]

Once again, U2 deserves accolade for a brilliant marketing effort.

They "leak" the album to their hardcore fanbase. Who else but hardcore U2 fans would get to access or even care about the album at this point anyway?

Then, the get some media mileage when the leak is reported.

And after the hardcore fanbase (aka their test market) proclaim in unison that this album is the best thing since sliced bread, U2 quickly decide to "take action" and stream it on MTV and VH1.

This achieves the following goals:

1. U2 gets yet another press release and more media mileage for "plugging the leak" so to speak.

2. Such advanced plug isn't that high risk anymore, because U2's "test market" (aka us hardcore fans who are the only ones who have the leak) has been all thumbs up for the new album. So U2 are certain that casual fans or non-fans who go to MTV.com or Vh1.com will definitely like the U2 album. So it can mean higher anticipation and massive sales.

3. U2's tie-up with MTV and Vh1 would definitely mean more hits for the respective websites of MTV and VH1, so and more hits for their advertisers also. In short, MTV and VH1 will gain nothing but exposure and mileage with this stunt. What does U2 get in return for their tie-up with MTV and Vh1? Well, most likely an under-the-table deal to give heavy rotation to the music videos of U2's latest album.

Isn't it a wonder that there are so many other sites (even the Aplle site) to choose from yet U2 chose MTV and Vh1? Those two companies specialize in video, not in audio. U2 could have gotten to a radio station or any other medium. BUt they chose MTV because it's a win-win situation - I give you website more hits by offering my songs up for download while you give me exposure and play my video regularly. It's a pretty good deal if you ask me.

For the gazillionth time, I say that U2 are are marketing geniuses. They are great artists, but perhaps even greater as salesmen. The strategies U2 employs are fair game and not scandalous, yet U2 come off slicker than a used-car salemen! Kudos to U2!

Cheers,

J

 

[Flying FuManchu]

LOL... but will that translate into huge album sales? Huger than ATYCLB b/c IMO I think the band is aiming for HTDAAB to be much greater than ATYCLB.

 

[Folkelig]

Once again you nailed it! I agree with you. Wasn't there an insider this summer that said fans wouldn't believe what you was planning to promote the new record? If all of this was planned from the beginning, I think we might have lost our wonderful band from now on.. Major cooporations may want the lads to work for them, doing marketing strategies8)

 

[Phi]

Seriously, I don't think they wanted it to go this way. They're good at rolling with the punches though.