U2 and Apple: An Editorial of Gratitude

Joshua Tree era U2.  Young, angry Irishman in the New World.
Joshua Tree era U2. Young, angry Irishman in the New World.

As is more than well known, U2’s latest album showed up in every single person’s iTunes library, wanted or not. A cursory google search reveals how angry this gratuity made a whole lot of folks out in the world. The complaints run as follows: if rock is free, it’s not rock; pulling out guys in their fifties to celebrate the latest piece of technology is just tacky; the music is terrible., etc., etc., etc.

My reaction to these reactions is so strong, my head (and maybe my soul) really really really want to explode. Really.

Admittedly, I’ve not kept up with U2 as well as I once did.

For what it’s worth, I was rather obsessed with them from 1982 to 1987. My love of U2 never came close to equaling my love of Rush, Talk Talk, Yes, or even Thomas Dolby at the same time, but I still knew about everything there was to know about the four guys from Ireland.

To this day (September 12, 2014), I think October and The Joshua Tree are two of the greatest rock albums ever made, “New Year’s Day” a contender for the greatest rock song ever written, and “Under a Blood Red Sky” second only “Exit Stage Left” as the greatest live album of all time.

I still can’t listen either to October or The Joshua Tree (the latter especially) without becoming emotional. The first time I listened to The Joshua Tree, I cried and cried. Perhaps not very manly, but certainly very human. Bono’s voice and lyrics spoke to my lifelong desire for social justice.

As strange or paradoxical as it is seems to me now, I can state with some certainty that while Neil Peart’s lyrics taught me to love myself, Bono’s lyrics taught me to love that which is not myself.

I thought Rattle and Hum a great rockumentary, and I continued to defend—sometimes vehemently—U2’s music post “Rattle and Hum.” I couldn’t do that now. While I think post-Rattle and Hum U2 is very, very good, it’s not excellent. U2 enjoyed a streak of genius from Boy to The Joshua Tree. After 1987, though, it did great things but not brilliant ones. The song with Johnny Cash on Zooropa and Fez from No Line on the Horizon still show that old brilliance, but the glimpses of genius have become rarer as U2 has aged.

I’m sure there are reasons for this, though I’m not sure I could identify them easily. I do think that U2’s social justice made much more sense in the Cold War than it does in the post Cold War period. By this, I don’t mean that Social Justice is less important than it was in the 1980s. It’s ALWAYS important. It’s just that the social justice U2 espoused was anti-Cold War, a focus on problems that did not fit into the Cold War scheme of things. With the Cold War over, U2’s position seems less full, somehow watered down. In hindsight, I think their positions were necessarily anti-Cold War as opposed to a-Cold War. The troubles of early 1980’s Ireland or South Africa just don’t hold the kind of gravitas they once did.

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Tim Cook and three members of U2, September 9, 2014.

This is all a very long way of saying to U2 and to Apple, thank you. When I look back at my 1980s, Steve Jobs stands next to Bono as heroes. Both spoke for excellence in the human condition. I have no problems with the two being connected, in my memory or in the actual present. Do the guys of U2 looks like they’re in their fifties. Three of the four do. The Edge still looks young. But, hey, who cares? Age is utterly and completely relative. Do I at 47 act like I did at 22? Thank God, NO! Wouldn’t it be much worse if U2 spent their money on plastic surgery rather than advocating aid for the poor in Africa?

And, I really, really like the new album. Is it The Joshua Tree. No. Is it even Actung, Baby? No. Is it good? Yes. Bono’s voice still sounds excellent, the lyrics are quite strong, and, perhaps most importantly, the music is completely earnest. No gimmicks, no fads, no tricks—just four older guys making music.

Thank you, Tim Cook. Thank you, four guys from Ireland.

 

[P.S.  This is my 500th post at progarchy.  Tempus fugit.]

A Note From BONO

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BONO, the lead singer for U2, has written a letter on the band’s website explaining why iTunes is offering their new album, Songs of Innocence, for free. Read on.

Hello, bonjour, ciao, hola, hallo, zdravo, dobar dan, Dia duit, hæ, hej,hei, cześć, olá, ćao, namaste, sawatdee, jambo, pozdravi, Γεια σου, привіт, שלום, مرحبا, こんにちは, , سلام, 你好, Привет….

Remember us? Pleased to announce myself, Edge, Adam and Larry have finally given birth to our new baby… Songs of Innocence. It’s been a while. We wanted to get it right for you/us. We just finished it last week and thanks to Apple and iTunes it’s with you today. That’s already amazing to me as it normally takes a few months to turn this stuff around.

Part of the DNA of this band has always been the desire to get our music to as many people as possible. In the next 24 hours, over a half a billion people are going to have Songs of Innocence… should they choose to check it out. That is so exciting. People who haven’t heard our music, or weren’t remotely interested, might play us for the first time because we’re in their library. Country fans, hip hop afficionados from east LA, electro poppers from Seoul, Bhangra fans from New Delhi, Highlifers in Accra… might JUST be tempted to check us out, even for a moment. What a mind blowing, head scratching, 21st century situation. Over 500 million people… that’s a billion ears. And for the people out there who have no interest in checking us out, look at it this way… the blood, sweat and tears of some Irish guys are in your junk mail.

You’ll have noticed the album is free to U2.com’ers from the band. It’s also free to everyone on iTunes thanks to Apple. To celebrate the ten year anniversary of our iPod commercial, they bought it as a gift to give to all their music customers. Free, but paid for. Because if no-one’s paying anything for it, we’re not sure “free” music is really that free. It usually comes at a cost to the art form and the artist… which has big implications, not for us in U2, but for future musicians and their music… all the songs that have yet to be written by the talents of the future… who need to make a living to write them.

We’re collaborating with Apple on some cool stuff over the next couple of years, innovations that will transform the way music is listened to and viewed. We’ll keep you posted. If you like Songs of Innocence, stay with us for Songs of Experience. It should be ready soon enough… although I know I’ve said that before…

I hope after listening to our new long player a few times, you’ll understand why it took so long. We really went there… it’s a very, very personal album. Apologies if that gets excruciating… actually, I take that back. No apologies if it gets excruciating. What’s the point in being in U2 if you can’t go there?
There is no end to LOVE.’
BONO