In the Headlines...
The Newest Collaboration in Music: U2 and iPod
By: Erica Futterman
"It's the most interesting art object since the electric guitar in terms of music,” said U2’s Bono in Rolling Stone’s November 5 e-mail, almost two weeks after the announcement of the special edition U2 iPod. When Bono and fellow U2 member The Edge joined Apple’s Steve Jobs to announce the U2 iPod on October 26, it was the first marriage of portable mp3 storage and artist input.
Of five major music-downloading services currently available – iTunes, Sony Connect, Napster, Rhapsody and Wal-Mart – three (iTunes, Sony Connect and Napster) offer the ability to transfer music between a computer and a portable mp3 storage unit, in addition to continuous computer play and CD burning. And of these three programs, iTunes and Sony Connect restrict this transfer to specific devices (the iPod and Walkman, respectively).
iPod/U2 box: Apple Store
Most of these services have been making themselves attractive to purchasers via exclusive selections, ranging from tracks specifically recorded for the service to musician play lists. Music fans can log on to Napster, Sony Connect, iTunes and Wal-Mart to download songs released solely through the program, such as a special remix of Gwen Stefani’s “What You Waiting For” available via download from Wal-Mart, the audio from live performances seen on “Jimmy Kimmel Live” courtesy of Sony Connect or a collection of live shows from John Mayer’s summer tour on iTunes.
Even with all of these enticing download options stretching the imagination already, the U2 iPod takes the lure a step further. Those willing to shell out $349 for the 20gig iPod will receive a coupon for $50 off of “The Complete U2” – the entire up-to-date U2 catalog (400 songs) as offered on iTunes. U2 has also taken advantage of the iPod’s artistic potential; rather than a white face, white click wheel and silver back, the U2 iPod is adorned with a black face, red click wheel and inscribed band signatures on the back.
This poses the question, what next? Apple introduced the photo iPod simultaneously with the U2 version, but there are currently no announcements of other musician collaborations. Even so, the possibilities certainly are endless and exciting; although the market is becoming flooded with attractive alternatives to the iPod, Apple’s baby is retaining its position as top model. It goes hand in hand, then, that iTunes is also retaining what seems to be the largest collection of music, both in official and exclusive releases. Its catalog is stretching past audio, offering music videos and movie previews for streaming and also providing the three presidential debates for download free of charge.
U2’s contribution is only an indication of what’s to come: for a band that has generally strayed away from lending their music to corporate use, they have jumped into this partnership with wide eyes. In addition to the iPod, the band has shot and released a version of their single “Vertigo” specifically for iPod and iTunes promotion. Bono explained (in a press release on the band’s website) that the band recognizes the potential of digital music and is excited to see the direction it will take: “With iPod and iTunes, Apple has created a crossroads of art, commerce and technology which feels good for both musicians and fans.” The Edge added, “iPod and iTunes look like the future to me and it’s good for everybody involved in music.”
With so many artists already participating in exclusive iTunes agreements, music fans can only guess at what the next venture will be.