In order for a classic rock band likeU2to reach their iconic status, it involves taking risks. In fact, for their very important album 11 years ago,they decided to release it in the most unprecedented way. The legendary rockers shouldn’t feel alone, as many bands have tried to shake things up. Frombands changing soundsto allowingother band members to singsongs, and even branching out to formrock supergroups, numerous musicians will do whatever it takes to make an impact, even if it’s a genuine gamble.
Of course, prior to 2014, U2 had plenty of time in the spotlight. Up to that point, they had been together for almost thirty years. Over that time, they had become seasoned musicians, releasing some of the biggest hit songs in their genre. Their legacy was also already cemented, as they were inducted into the Rock and Roll Hall of Fame in 2005.
There was nothing they had left to prove, and yet,when things didn’t go as they perceived they should, they sought to change with the times. However, embracing growing technology didn’t mean everyone would praise them for it, leading to another obstacle for the band to overcome.
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U2 Made Songs Of Innocence A Purely Digital Release… Forced Onto Everyone’s iTunes
In 2001, iTunes was originally introduced to be the “world’s easiest jukebox software.” Eventually, this revolutionary software continued to develop to match Apple’s growing technology. iTunes would go from being a computer program to a mobile app, giving people all the music they wanted at the click of a button. By the time 2014 came around,users of the app were growing by the millions, making it one of the best platforms for marketing.
For U2, they were coming off a disappointing 2009 release of their album,No Line on the Horizon. By their standards, only a few million copies being sold was not good enough. In some areas, the band still thrived, as the album reached number one in many countries, including on multipleBillboardcharts in the United States.
Additionally, their360° Tourthat followed the release became one of the best-selling tours of the 2010s, and of the band’s history. Still, the low numbers of traditional record sales didn’t sit well with the band,particularly Bono, who feared they could become irrelevant.
In an effort to get their newer music back into the mainstream, U2 teamed up with Apple for what the company’s CEO, Tim Cook, touted as the biggest album release of all time. This statement was correct, as over 500 million users would be receiving U2’s new record,Songs of Innocence. The partnership, for which, according to theNew York Times, Apple paid 100 million dollars, was announced during the iPhone 6 launch in September 2014. Although it seemed like it would be a huge success for both sides, a backlash quickly ensued.
Why U2’s Songs Of Innocence Release Met Such Backlash
Not Everyone Wanted This
It was reasonable for U2 and Apple to assume that free music would be met with great appreciation. However, the assumption was incorrect, as many Apple users were unhappy with this new album being forced upon them. For some, it felt like it was an invasion of privacy, because the music was automatically downloaded to their devices without prior consent.Many believed they should have had the option to decline the material if they wanted, but instead, they encountered corporate intrusion.
They felt like it was an invasion of privacy because the music was automatically downloaded to their device without prior consent.
Another major problem with the release was the fact that users were not provided with a proper way to delete it. Many could accept that the album was downloaded, but expected a convenient way to get rid of it if they didn’t like it. Eventually, Apple made it easy for users to remove the album permanently, but it didn’t happen until much frustration was expressed. Unfortunately, users' resentment did not stop there.
There were many people who felt this release devalued music, making it a pushy giveaway rather than something that was truly desired. Some big names in music also had an issue with U2’s tactics, including Patrick Carney of the Black Keys and Nick Mason of Pink Floyd, both of whom disliked the free nature of the music (Pitchfork). Certainly, things could have been thought through more, but U2 took a chance they felt was necessary. Even after all the back and forth, the band still managed to rise above like they always have.
U2 Has Still Been Able To Rebound From This Unorthodox Incident
Legends Don’t Stay Down
Although U2 had what many considered a marketing blunder with their 2014 release, it didn’t keep them down. Since then, they have debuted two more albums; the first was released in 2017 and featured the likes of Lady Gaga and Kendrick Lamar. Another came in 2023, which became the band’s first number one album in the UK since 2009. Not only that, but they have gone on to have multiple successful tours, including another one that ranked in the Top 10 of tours during the 2010s.
On top of that, the band became the first act to have a show at the Sphere in Las Vegas. They completed an entire residency at the venue, which consisted of 40 performances. This was yet another career highlight for a band that had already accomplished so much.
The Sphere is a music and entertainment arena in Las Vegas which seats over 17,000. Highlights of the venue include a 16k resolution wrap-around screen and 4D physical effects.
While their Apple release will always be a part of their history, most fans have been able to accept it as a publicity stunt that was less than stellar. Clearly, the band has moved past it, and now,U2 continue to build on their legacy in more traditional ways.
