All That U2 Can't Leave Behind

When U2 (wikipedia) released All That You Can't Leave Behind in 2001 it appeared that they were intent on (and capable of) remaining relevant in the 21st century. However, as the first decade of the century draws to a close we find that U2 is being left behind. Superficially they seem to be in touch with the direction the music industry is headed with a variety of special packages for their latest release and a presence in social media.

A closer look reveals that they are out of touch. In the build up to the start of their current tour they began posting video clips taken while preparing for the tour. But these clips were 30 second video clips that revealed little. Their presence on Facebook and Twitter (U2 360, Edge) is just meaningless drivel. None of their efforts really make any attempt to actually connect with their fans, to actual share with them. They are old school, still believing that sharing a video of an entire performance of a song or three from their current tour will result in fans choosing not to attend concerts.

In the midst of a global financial crisis/recession they decide to hit the road playing stadiums using expensive staging with huge personal, transportation, energy requirements. If a band wants to go an a massive ego feeding, resource wasting tour, I don't have a major problem with that. It's a little silly, but whatever. However, this is a band with a front man constantly preaching about extreme poverty. If you want to be relevant in the 21st century your words kinda have to match your actions.

Fortunately for U2, they has plenty of money and they'll be able to live out the rest of their lives in comfort if they don't come to terms with reality and disappear into obscurity. However, they need to be reading Mike Masnick (TechDirt) and Bob Lefsetz (the Lefsetz Letter) and paying attention to what Trent Reznor (Nine Inch Nails) is doing if they want to be relevant and you know, actually sell a few records and sell out a few concerts in the coming years.

On the other hand, maybe, just maybe, they are starting to see the light. Tonight their Rose Bowl concert will be broadcast live on YouTube (U2 on YouTube). Is this U2 starting to come to terms with the 21st century? Or just a momentary lapse from a bunch of dinosaurs?

here is their performance from Letterman to get you amped up for the show.