When U2 met with Steve Jobs in 2004, they came away with a deal for a rather baffling piece of cross-promotion. Apple would produce a piece of hardware designed to reflect the band’s latest album at the time, How To Dismantle An Atomic Bomb. With 30 GB and the signatures of all four members of U2, the special edition iPod was priced at US$349. Source: Wikipedia)
But it wasn’t just the kit that fans could love – if they bought the U2 iPod, they would also get a different version of the album to anyone buying it the old way, in the shops.
U2 iPods gave the owner special privileges, such as downloading songs for free, they also scored a US$50 coupon for a US$149 collection of U2’s entire back catalog.
Together, the band and the brand appeared were redefining the music industry. But if they did, where are all the follow-up music/hardware integrations? Why can’t I buy a Foo Fighters album pre-loaded on an iPhone or even a Ben Folds LP on a USB stick? The whole plan stalled at the starting line, leaving us buying CDs and downloading MP3s, occasionally with bonus videos or imagery in a ‘digital booklet’. This is not awe-inspiring stuff.
The biggest movements since then have seen Radiohead offering their song in your choice of format and at the price you think its worth. Beck offered his album in sheet music only in 2012 (hoping for a mash-up that never came), while last week, David Bowie was lauded as an innovator for streaming his album for free. Oh please.
While streaming services such as Spotify and Pandora may already have rendered the purchase of an album irrelevant for the next generation, I still like to have a physical object to show for my money. I make exceptions to this rule when the digital offering is far better than what I would get from a CD with its inserts. But this remains rare, and so, record stores still have kilometers of shelving dedicated to popular bands and their back catalogs. I am certain the CD wil not phase out until a new replacement comes.
Here’s one way things might play out, according to Bono…
The App as Music
I decide to buy an album … I download an app to my smartphone or tablet … I get a preview of songs and a teaser video of what else is on offer … I can then opt-in for the album (together with bonus extras, just like a DVD) or just select some singles to download and be done with it.
Sounds good so far.
But what if the app took me even further? Perhaps it could unlock a back-catalog of videos, or a list of demos and b-sides that took me into the studio like a producer, watching as the band developed each track and sifted through snippets, hooks and riffs to find the gold?
Here’s how Bono describes it, speaking, as he does every few years, of the band’s need to reinvent themselves.
He shrugs off the fact that the band have just recorded the biggest-grossing live tour in the history of popular music and wonders whether U2 can still be relevant. “We can play the big music in big places. But whether we can play the small music, meaning for the small speakers of the radio or clubs, where people are living, remains to be seen,” he says. “I think we have to go to that place again if we’re to survive.
“There are so many U2 albums out there. We need a reason for another one. The whole point of being in U2 is that we’re not here to be an art-house band. Our job, as we see it, is to bring the art house to the mainstream; our job is to puncture the mainstream.”
Earlier, he was using an iPad with the Achtung Baby songs and videos on it. “That’s probably what our new album will look like,” he says. “I’ve been talking about this for the past four years.
“Our last album was the first album to be made available as an app with BlackBerry devices, but it didn’t work: the functionality was not what it could have been. New formats are going to happen. I’m always banging on about this. The app format brings you back to that world of gatefold sleeves, of being able to read lyrics – and [now of] being able to play the album at home on your plasma TV.”
(c) Irish Times, 2011.
Socially, an app as an album could lift the experience to another level again. Imagine if, while listening, I can read other my friends’ comments on the songs, just as I should be able drop comments into the stream for others to see, if they so choose.
An in-built forum should also capture fans’ debate of the lyrics or the band’s missteps.
I should also be able to share it with a group of friends, having a virtual listening party, helping promote the songs to my friends.
I don’t really see why this is all yet to happen. I guess it could have something to do with the all-powerful triumvirate of record labels.
Right now, Spotify tells me – via Facebook and ad nausea – what some of my friends are listening to. But this form of socialised music listening fails at the first turn.
If I have never heard of the song or artist, there ends my interest… I’m done. I know I said I’d like to find out music recommended by my friends, but it turns out an automated feed of what they are listening to right now does not equal useful recommendations. (Now, please leave me alone to continue sifting through the already mindless landscape of posts from ‘friends’ I barely know.)
Moreover, Spotify makes me annoyed not just at the technology but even at my real life friends who should know better. This is all little better than Apple’s Ping – an ill-fated foray into social music sharing. Nor is it any more user-friendly than the Washington Post ‘social reader‘ – a Facebook experiment that gained massive notoriety for increasing traffic then even more infamy following the mass exit of millions of users who felt violated by its sharing of all articles they had read.
Turns out we don’t need Bono or Steve Jobs. I am simply longing once more for music parties, where your friends came over, you put on a CD and you just discuss it; You tell why you like it, who it reminds you of, or you tear it apart because it’s rubbish.
If an app or online service can deliver that, sign me up.