U2 force-fed iTunes users with Songs of Innocence, its first album in five years, on Tuesday during Apple's iPhone 6 event. Now, the band is explaining the lead-up to the album's unconventional release.
In a two-minute video posted to Twitter Thursday, U2 takes us inside the creation of the band's 13th studio album, which automatically appeared as "purchased" for half a billion iTunes users earlier this week.
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'Get on the guitar, grab the microphone...' A studio, exclusive with @U2 recording #SongsOfInnocence the #NewU2Albumhttps://t.co/jMVLoYDMff— U2 (@U2) September 11, 2014
"When your art is only limited by your imagination that's a wonderful moment," Bono says.
Apple promoted the album with a colorful ad set to U2's "The Miracle (of Joey Ramone)," which U2 performed before Apple CEO Tim Cook announced the 11 new songs would be available in 119 countries on iTunes, iTunes Radio and Beats Music. Apple confirmed to Mashable it was a paid partnership.
Though music fans this year have heralded the release or upcoming releases of new music from veteran acts such as Pink Floyd, Tom Petty and Weird Al, the comeback for Bono and the boys of U2 has faced significant criticism for its forced-download tactic.
The album reportedly won't be eligible for the Billboard 200 chart until its official release Oct. 14.
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