"'You talked us into an experiment,' he said. Still, Bono credits Cook with supporting the idea. As one social media wisecracker put it, 'Woke up this morning to find Bono in my kitchen, drinking my coffee, wearing my dressing gown, reading my paper.' Or, less kind, 'The free U2 album is overpriced.' Mea culpa." "I'd thought if we could just put our music within reach of people, they might choose to reach out toward it. And others are lactose intolerant."īono says that at first, he thought the controversy would quickly pass, but then he realized "we'd bumped into a serious discussion about the access of big tech to our lives." He also says the onus falls squarely on him. And some people like to pour their own milk. In some cases we poured it on to the good people’s cornflakes.
"On 9 September 2014, we didn't just put our bottle of milk at the door but in every fridge in every house in town. Wouldn't it? Like taking our bottle of milk and leaving it on the doorstep of every house in the neighbourhood. But what was the worst that could happen? It would be like junk mail. "But if the idea was getting our music to people who might not have had a remote interest in our music, maybe there might be some pushback.
"If just getting our music to people who like our music was the idea, that was a good idea," he writes. The singer admits the idea was "overreach" but remained optimistic that it would ultimately succeed. I mean, it's their choice whether they want to listen to it." And this is just to people who like U2?" Bono replied, "I think we should give it away to everybody.
Wouldn't that be wonderful? … Like when Netflix buys the movie and gives it away to subscribers.'"Ĭook remained uncertain, saying, "There's something not right about giving your art away for free. I think you pay us for it, and then you give it away free, as a gift to people. The singer adds, "'No,' I said, 'I don't think we give it away free. The point is to make sure musicians get paid.' "'But the whole point of what we're trying to do at Apple is to not give away music free. "'You want to give this music away free?'" Cook said. In Surrender, Bono writes (via The Guardian) that Apple CEO Tim Cook responded with "mild incredulity" when the singer explained the idea to him.
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