Rock band U2 has yet again proven why they’re one of the best in the world by releasing a surprise new album, Songs of Innocence, without warning, and entirely for free.
The world was watching today’s livestreamed Apple AAPL +0.17% press conference expecting certain things, all of which came true. While the company hadn’t been able to keep the iPhone 6 or iWatch under wraps (if there were actually even trying at all), it wouldn’t be an Apple event without something special. Globe-trotting rock stars U2 made a surprise entrance, exciting everybody in attendance and many watching at home. The band performed their new single “The Miracle (Of Joey Ramone)”, an ode to the Ramones frontman, who apparently was one of the first concerts the members of U2 saw together, a show they say changed their lives.
U2′s new album Songs of Innocence (Island Records)
After their performance, CEO Tim Cook and U2 frontman Bono played with the crowd, carrying on a clearly-scripted and rehearsed conversation where they let the world in on their secret. The Apple lead congratulated the band on their new song, saying “Wasn’t that the most incredible single you ever heard? We would love a whole album of that.”
Bono responded “The question is now, how do we get it to as many people as possible, because that’s what our band is all about. I do believe you have over half a billion subscribers to iTunes, so—could you get this to them?”, and much to the delight of attendees, Cook cheekily retorted “If we gave it away for free”. Only a moment later, the album was live on the digital music store, ready for download.
Songs of Innocence is the band’s thirteenth full length, and their first since 2009’s No Line on the Horizon. The band has been in the studio for some time now, promising new material only to push back release dates or scrap material and try again. Apple has said that it will give away 500 million copies of the album for free—one for every iTunes account on the planet, though it’s hard to imagine that many people will actually download and listen to the CD.
Interestingly, while everybody in the world can legally access the album for free, Songs of Innocence does also have a street date for a physical edition. Anybody who wants to actually hold a copy in their hands will have to wait until October 13th, when it will be available for purchase in stores and will no longer be offered for free online. Since so many will get the record at no cost, it will be interesting to see how many copies the band can move in their first week, putting their charting success in the hands of diehard fans.
The new album is a good mix of recent sounds mixed with references to where the band has been before, bringing in everything from slight punk influences to electronica. For the project, the band recruited a handful of the world’s most sought after producers, such as Ryan Tedder (of the band OneRepublic, and who has produced a slew of big hits for many acts), Paul Epworth (best known for crafting Adele’s 21 album, and the Oscar-winning “Skyfall” theme), Danger Mouse (one half of the groups Broken Bells and Gnarls Barkley), and Flood (who previously produced, mixed, and engineered for the band on How To Dismantle an Atomic Bomb and The Joshua Tree).
Songs had been announced and was no secret, but the band was able to surprise everybody in the manner of release and its timing. While Beyoncé has surely set a new standard when it comes to surprise albums, the rock stars made sure to put their own spin on the tactic, partnering with Apple and announcing it in such a fun way.
