Digital Home Thoughts: Exclusive Content Boosts Net Music

"U2 singer Bono strode onto stage at Apple Computer's iPod release party last month with his trademark swagger and sunglasses, along with words of praise for the company and its music products. In the online music business, where top artist exclusives are the subject of bitter competition, this was a singular coup. On the eve of a major record release, U2 was freely giving Apple the rights to use its first single in an iPod commercial, was lending its brand to a new version of the music player, and giving the company first crack at selling its new single and album online. Bono and guitarist David "The Edge" Evans even played a few tunes together at the release event. "

Artists are increasingly using online music services and the web as a means of promoting new albums. Although in the case of U2 there is a slightly different reason; trying to infuse a sense of hippness and excitement back into U2's image, so to speak. U2 primarily appeals to an older audience, and obviously the band wants to tap a younger tech driven audience and remain "cool". One can almost say that U2 needs Apple more than the reverse.