U2 Manager Discusses $100M 'Songs of Innocence' Marketing Deal and Future Plans With Apple

As part of its iPhone 6 and Apple Watch announcement, Apple featured U2's latest "Songs of Innocence" album, making it the company's biggest album release ever by providing the title to 500 million iTunes customers for free. The album and its lead single "The Miracle (Of Joey Ramone)" are the cornerstone of an upcoming marketing campaign by Apple that is worth an estimated $100 million, although the deal has received some criticism from users who do not wish to have the album added to their iTunes accounts and in some cases automatically downloaded to their devices.

But the deal is a significant one by any measure, and Billboard Magazine sat down with U2's new manager Guy Oseary to talk about the deal and the band's future plans with the Cupertino company.

cook_u2
In the Billboard interview, Oseary shot down criticism that the deal was disruptive to the music industry and detrimental to other artists, arguing that the release is a "big concept" and should serve to inspire other musicians to innovate in their own way.

Well first of all, when music becomes a piece of the conversation at an Apple event, that’s always a good thing. Two is, the power of music and the fact that it can actually be shared with 7 percent of the planet in one push of a button. That’s a pretty big concept. Any sort of innovation may inspire other people to do things that are innovative. We may see someone sitting with another manager, or another band going, "Hey, what can we do that's interesting maybe with our lyrics or our videos or something interactive with the ticketing to our shows?"

Oseary also confirmed that the Apple-U2 deal is a "long-term relationship", with the parties working together to promote innovation in music.

We're working on other things as well with Apple that have to do with how music is heard and innovation, with [iTunes VP of content] Robert Kondrk leading that charge. There’s a lot of things still to come that are really interesting. The band really wants people to engage with albums, they want them to support the art form of artwork and lyrics and video content and just get into their music in a much different way than an MP3 file.

Focusing on the deal itself, Oseary stopped short of confirming that Jimmy Iovine played a role in negotiating the deal, saying only that the Beats co-founder and now Apple employee has long been "a source of support and guidance" for the band. Given Apple's long-standing interest in music and its dominant position that has been threatened in recent years by subscription services, Iovine has been viewed as a key reason for the Apple-Beats deal for his extensive relationships within the music industry.

Top Rated Comments

Nunyabinez Avatar
90 months ago
Considering 99% of customers are complaining about having U2's album put on their iTunes and iPhones, I don't think they should be discussing future plans of any kind.

Proving again that 87.6% of all statistics are made up on the spot.
Score: 46 Votes (Like | Disagree)
Patriot24 Avatar
90 months ago
The deal is fine. Apple should have just set the album to "Free" on the store and let everyone download it as they pleased rather than putting it in "Purchased", which had a lot of undesirable ramifications.

My guess is that they won't do that again.
Score: 31 Votes (Like | Disagree)
Harrycooke Avatar
90 months ago
Considering 99% of customers are complaining about having U2's album put on their iTunes and iPhones, I don't think they should be discussing future plans of any kind.
Score: 15 Votes (Like | Disagree)
HenryDJP Avatar
90 months ago
Yep it's selling so well that they had to force Apple users to have the album on iTunes even if we didn't like it or want it. Really, on my Purchased Songs Apple? :rolleyes:
Score: 13 Votes (Like | Disagree)
X-X Avatar
90 months ago
I will never forgive Apple for forcing this into my personal Library.

That sets a horrible precedent - next time they push Justin Bieber onto everyones devices because they struck a deal with the label...

Or all of a sudden apps that you don't want show up on your devices, because of a marketing campaign.

NEVER TO THIS AGAIN.

Fire Robert Kondrk immediately!
Score: 12 Votes (Like | Disagree)
gugy Avatar
90 months ago
U2 rocks!

Love the new album.
Great marketing strategy by them and Apple.
Score: 12 Votes (Like | Disagree)

Top Stories

Pro Display XDR Yella

Apple Working on External Display With Built-In A13 Chip

Friday July 23, 2021 9:37 am PDT by
Apple is developing an external display that includes an A13 chip with Neural Engine, according to a new rumor from 9to5Mac. The A13 chip with Neural Engine would presumably serve as an eGPU, though details are light at this time. Having a CPU/GPU built into the external display could help Macs deliver high-resolution graphics without using all the resources of the computer's internal chip....
iOS 14 on iPhone feature emergency

Apple Releases iOS and iPadOS 14.7.1 With Fix for Touch ID Apple Watch Bug

Monday July 26, 2021 9:48 am PDT by
Apple today released iOS and iPadOS 14.7.1, minor bug fix updates that come just a week after the release of iOS 14.7, software that introduced new Apple Card features and support for the MagSafe Battery Pack. The iOS and iPadOS 14.7.1 updates can be downloaded for free and the software is available on all eligible devices over-the-air in the Settings app. To access the new software, go to...
discount m1 macbook yellow

Deals: Shop Record Low Prices Across Apple's Full MacBook Pro and MacBook Air Lineup (Up to $499 Off)

Friday July 23, 2021 8:23 am PDT by
Apple's MacBook Pro and MacBook Air lineup is seeing all-time low discounts across the board today, including the 2019 16-inch MacBook Pro, 2020 13-inch MacBook Air, and 2020 13-inch MacBook Pro. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. 13-Inch M1...
iphone 12 pro gold

Report: iPhone 14 Pro Models to Feature Tough Titanium Alloy Chassis

Monday July 26, 2021 1:12 am PDT by
Next year's "iPhone 14" series is expected to feature high-end models with a new titanium alloy chassis design, claims a new investors report by JP Morgan Chase. According to the report, the use of titanium alloy will be one of the biggest changes to the case design in the 2022 iPhone series, and Foxconn will be the exclusive manufacturer of the titanium frames for the high-end models....
FaceID iMac REREREREMIX

Gurman: Face ID on the Mac Coming Within a 'Couple of Years'

Sunday July 25, 2021 7:09 am PDT by
Apple plans to bring Face ID to the Mac within the next "couple of years," respected Bloomberg journalist Mark Gurman said today in the latest edition of his Power On newsletter. In the newsletter, Gurman says that he believes Apple's ultimate goal is to shift all of its products to Face ID, including the lower-end iPhones such as the iPhone SE and the iPad Air, which feature Touch ID....
airpods 3 gizmochina Feature

AirPods 3 Rumored to Launch Alongside iPhone 13 at Expected September Event

Friday July 23, 2021 12:54 am PDT by
The third-generation AirPods will likely launch at the same event revealing Apple's upcoming iPhone 13 lineup, according to a report from DigiTimes, which makes the claim citing sources familiar with the matter. The report as a whole echoes previous reporting that production of the third-generation AirPods will kickstart in August, meaning a launch shortly after can be easily expected. DigiTi...
imac with accessories

Larger Redesigned High-End iMac Rumored to Launch Next Year

Monday July 26, 2021 3:45 am PDT by
Apple's larger redesigned iMac will arrive sometime in 2022 rather than later this year, according to the leaker known as "Dylandkt." On Twitter, Dylandkt claimed that Apple's "high end iMac" is not expected to release in the fourth quarter of 2021 alongside Apple's "M1X Macs" – a reference to Apple's redesigned MacBook Pro models – because "Apple simply does not want their devices to...
apple bitcoin hack

Is Apple Really Buying Bitcoin?

Monday July 26, 2021 3:07 am PDT by
A large number of websites and posts on social media are stoking rumors that Apple has purchased $2.5 billion worth of bitcoin in the company's first move into cryptocurrency, but is there any validity to the claims? Many people are citing the fact that Apple was looking for a Business Development Manager with experience in alternative payments, including cryptocurrency, earlier this year as ...
apple mac business page

Apple Shares 11 Reasons Why Business Users Should Choose Macs

Monday July 26, 2021 11:35 am PDT by
Apple today updated its Apple at Work website with a new section dedicated to the Mac, which offers up 11 reasons why "Mac means business." On the webpage, Apple highlights the M1 chip as the number one reason why business users should choose a Mac, offering up an M1 overview [PDF] that explains the benefits of the M1 chip. The information isn't new, but it does provide a look at all of...
magsafe battery pack iphone 12 mini

Top Stories: Hands-On With MagSafe Battery Pack, iPhone 13 Always-On Display?

Saturday July 24, 2021 6:00 am PDT by
Apple's new MagSafe Battery Pack is now available, and we went hands-on this week for some early impressions of the new accessory to get more battery life out of Apple's iPhone 12 lineup. Subscribe to the MacRumors YouTube channel for more videos. This week also saw a number of rumors about the upcoming redesigned MacBook Pro models, the iPhone 13 lineup, the next-generation iPad mini, a new...