A week ago, U2’s entire album appeared uninvited in Apple devices worldwide. Many customers (especially Tyler, the Creator) did not enjoy the experience, and Apple decided to create a site to help remove the offending entities. U2 bassist Adam Clayton described the reaction as “everyone’s vomiting whatever their first impression is,” aka internet.
But don’t worry, music. Bono has another idea. U2’s partnership with Apple will also include a brand new digital music format. In an interview with Time, Bono explains the desire to create something so “irresistibly exciting to music fans that it will tempt them again into buying music.” No word yet on how the tempting will proceed, nor are there any clues as to which of the five senses will be tempted. It will probably look something like this:
“I don’t believe in free music,” says Bono. “Music is a sacrament.” The new format will (potentially) reopen revenue for songwriters who can’t support themselves through touring. “Songwriters aren’t touring people,” Bono said in the interview. “Cole Porter wouldn’t have sold T-shirts. Cole Porter wasn’t coming to a stadium near you.”