The band initially released their latest record ‘Songs Of Innocence’ for free last month in a deal with Apple that saw it automatically downloaded by every iTunes user worldwide, a move that sparked widespread controversy. Following complaints over the unconventional release of ‘Songs Of Innocence’, Apple were forced to release a tool that allowed its customers to remove the album from their devices.
Speaking in the latest issue of Rolling Stone, Bono revealed that the group weren’t aware of the intricate details of the promotional stunt beforehand, something he now regrets.
“It’s like we put a bottle of milk in people’s fridge that they weren’t asking for,” he says. “It is a gross invasion! But it was kind of an accident. The milk was supposed to be in the cloud. It was supposed to be on the front doorstep.”
The singer had previously described the release as a “drop of megalomania, touch of generosity, dash of self-promotion”. “I had this beautiful idea and we got carried away with ourselves. Artists are prone to that kind of thing,” he added.
Elsewhere in the Rolling Stone interview, it’s revealed that Bono once told late Apple founder Steve Jobs to “go fuck yourself”. “I had a tantrum, like a child,” the singer says of the disagreement. U2 subsequently jumped ship to a rival company as a result of the dispute, teaming with Blackberry for their ‘360 Tour’ before later reconciling with both Jobs and Apple before his passing.
‘Songs Of Innocence’ charted at Number Six in the Official UK Albums Chart over the weekend, despite its free release in September. The band’s manager, Guy Oseary, recently hailed the feat as a great victory, saying: “We’re heading for Top10 all over the world with ‘Songs Of Innocence’, in our sixth week after release which is a great result, added to the over 26 million people who have already downloaded the album”.
Meanwhile, U2 appeared on Later… with Jools Holland earlier this week, performing ‘Volcano’ and ‘Every Breaking Wave’ live on the BBC 2 show.