Just Say Bo-No: Mark Hosler Of Negativeland On Apple's 'U2Rusion'


01:44 pm

Pop Culture

Mark Hosler

A guest editorial from Mark Hosler of Negativland on Apple’s ‘U2rusion’

1) Of course it’s very entertaining and amusing to me to see the backlash that U2 is getting for doing this.

2) I actually like some of U2s music, and always have. Yet have no interest in paying to hear what they are up to now ( I think I’ve paid them enough! About $45,000, to be exact. That is how much their lawsuit against Negativland cost us), so getting it for free sounded fine to me.

3) The way they are “forcing” it on the users of Apple products is actually a very curious thing! Certainly *someone* was going to do this sooner or later, at least as an experiment, so I am not surprised. That a band this large is giving away its music to pretty much everyone who will want it and many who won’t (regardless of what Apple paid them to do so, which is a separate issue) is also curious as a “business” model. For Apple, perhaps it’s the largest “loss leader” in history. And curious that something that is digitally free is made to look like the test pressing of a real world vinyl LP. How many folks out there even know what a test pressing is or looks like?

4)  Given the endless ways we all often willingly grant these corporations and our government access into to our lives by how we use and sign up for these fucking devices and apps, I am unclear as to why so may folks are so shocked and angry about this. We all get SPAM and we delete it, so… .. is this any different? Maybe it is. Or maybe not.  I am still pondering that one.

5) I use iTunes as a music player and a way to store a bit of the music I listen to, but I have never signed up for their service and never purchased anything from their store. So…guess what?  When I opened iTunes and looked for the dreaded U2 intrusion ( a U2rusion) into my iTunes app, there was nothing there. So this felt to me more like I had unwittingly opted out of being on iTunes mailing list, whereas all of you have signed up for it have opted in.  (BTW, my understanding is that what gets dropped in to your player is a playlist of U2’s new album, but not files. You still have to click something in to download the files.  A nuance, possibly, but one that is being missed in all the hoo ha).

6) Regardless of what anyone thinks, I’ll be curious if the overall outcome is seen as good or bad, plus or minus, by Apple and U2. WIll Apple do this again as a way to push product, or will it seem like such a bad press headache resulting from such arrogant tone deafness that they never do it again? 

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