The Irish rockers U2 surprised the music industry on Tuesday by releasing their first new album in five years – and giving it away for free to iTunes users.
The unexpected announcement was made by the band during Apple's high-profile event in Cupertino, California, as the technology firm unveiled its latest smartphones and gadgets. All customers with iTunes accounts can download the 11-track Songs of Innocence for free. The Apple chief executive Tim Cook, who joined U2 frontman Bono on stage for a playful countdown to the unexpected announcement, described the move as "the largest album release of all time".
Bono described the album, the band's first since No Line on the Horizon in 2009, as deeply personal and said the release served as "instant gratification".
“From the very beginning, U2 have always wanted our music to reach as many people as possible, the clue is in our name I suppose – so today is kind of mind-blowing to us,” Bono said. “The most personal album we’ve written could be shared with half a billion people – by hitting send. If only songwriting was that easy.”
Apple – which also revealed its first smartwatch, as well as the iPhone 6 and iPhone 6 Plus at the event – said it would provide the album for free to customers who set up iTunes accounts in the next five weeks.
A physical copy – featuring acoustic versions, four additional tracks and a liner booklet – will be released on October 13. Apple did not disclose its financial deal with U2.
Songs of Innocence is described as an exploration of U2's influences from the 1970s and 1980s with themes of "home and family, relationships and discovery". Musically, it harks back to the band's 1980s sound, with The Edge's tight guitar leading the way with occasional supporting keyboards. It was produced by Danger Mouse.
U2 played the opening track from the album at the event, The Miracle (of Joey Ramone), a tribute to the late singer of the New York punk pioneers The Ramones.