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@U2 QOM April 2008: What could U2 do better in its relationship with fans?

@U2, May 07, 2008

 

(Each month, @U2 puts a spotlight on U2 fans with our "Question of the Month." We pose a question to our readers and invite answers of 200 words or less. If you're interested in taking part, check our home page to see if the current question is still open. If not, check back shortly after the beginning of next month and we'll have another question ready to be answered!)

@U2 Question of the MonthU2's relationship with its fans is a dichotomy. On one hand, the members of U2 seem to be gracious with individual fans who can get close enough for an autograph, a photo or a chat. They couldn't seem to be nicer guys.

On the other hand, U2 seems to underestimate the sophistication of its fans, hurting itself in the process. The world no longer cuts them the slack it might have a few years back, before it became a multi-million dollar operation.

I'd recommend a couple of things. First, get a better Web site, since that's the primary way bands now communicate. Backstreets.com is a great example of a fan site that is pretty much the official Springsteen site. There are great message boards, up-to-date information, tips on when concert tix go on sale, lots of direct info from Bruce and the band, and it's free. They should study that (and @U2 while they are at it!)

Second, have a better response when issues come up. I guess that boils down to better PR/communication with the public, which refers back to No. 1.

They really dropped the ball on shifting the publishing company to Holland and McGuinness' remarks on file sharing. It seemed like their response was, "We're U2, we run our business our way. All you need to do is listen to the music."

That is starting to come off as arrogance. And it doesn't need to. U2 still has a lot of currency in its image as a band that cares about the world around it. But that won't last forever if they don't get a little wiser.

-- Brenda

I think U2 this week has taken a huge step in fixing the only major problems we've had with them. Which was their website and that whole presale fiasco on the last tour. The deal with Live Nation I can see helping not only their tour, but ticket sales and website. I think U2 has always had a great relationship with fans. But they have never really wrapped their head around the world wide web, and I hope Live Nation helps them do this!

Other than that they can release an album soon...=)

-- Malcom Smith

The fans need one thing from the band right now - release an album this year!

-- Anita Smith

Easy: lose Fanfire

-- Tara Mimnagh-Bacsa

U2 does a great job of taking care of their fans. They are accessible before shows and always sign autographs. They provide lots of material for fans to purchase (CDs, live shows, DVDs, etc.)... The one thing that I think they could do next for fans is a tour where they play more obscure tracks that we haven't heard in a long time or ever. For example, I would love it if they played the following songs during a tour... * Acrobat * Zooropa * Heartland * Stories for Boys * Tomorrow * Two Hearts Beat as One * Red Hill Mining Town * Exit * B-sides are always nice (Spanish Eyes, Unchained Melody, Luminous Times, Deep in the Heart, Love Comes Tumbling, etc. So many they have never played or very rarely played.) U2 should copy what Pearl Jam did several years back where they played different set lists every night based on fan requests prior to the shows and then release them online or on CD. Fans would LOVE that!

-- Kevin

To me it is very simple.....they could just go back to the U2.com where everybody could access everything. Those restriction are absurd to me. You can only see snippets of interviews and videos, and for the Vertigo tour only paying users could read Willie's diary.

I understand they have to differentiate between paying subscribers and simple visitors but....find a different way. Internet is the easiest and fastest way for fans to "get in touch" with the band and what's going on.

Ciao from an Italian living in Spain.

-- Simone Miduri

It would be great for one/all of the band members to write a blog during recording/touring and put it on u2.com. (Not sure if a blog exists there, as I have not re-renewed my membership). I would love to learn more about life in U2 during exciting times such as recording and touring, from the band members themselves. The 'Classic Albums' documentary featuring The Joshua Tree was awesome and to gain that sort of insight into it all would be great.

-- Graham Semple

I'd love to see the band communicate more directly with their fans via their website. Adam Duritz from the Counting Crows does it and speaks honestly (even bluntly) to his fans. Sometimes it's trivial bits of information and other times he's sharing his views or news. The point is, it's from him directly and not second-hand or filtered by press agencies.

-- Michael

Release a series of landmark shows (through the website or (GASP!!!) a brick and mortar outlet) on CD similar to what Pearl Jam did/does. It may not be an original idea, but it's a good one. At least fans will have access to product that they want instead of swallowing a CD version of an already released DVD as a "thank you" for the exorbitant u2.com membership.

I for one would love to play a classic Lovetown, Zoo TV, Joshua Tree or show from any tour for that matter at my convenience rather than just on a digital music player or through my DVD/stereo system -- the latter allowing me to only listen to the same show over and over again.

-- Sean William Home

U2 can better its already great relationship with fans by asking for their participation in helping to forge concert setlists. Hearing the right song on the right night can forever shape one person's view of any band, not least a renowned LIVE band like U2.

-- Sean King

One thing I'd love to see from the band is for them to sell recordings of each show to the fans who were in attendance. Many other bands do it, and we know they record every show, so it shouldn't be difficult to do. They could also make it available as a download on U2.com. I would gladly pay $20 for a souvenir recording of any concert I attend, and I'm sure many others would as well. It would be a win-win for the band and their fans.

-- Glen Hoos

Perhaps the greatest controversy in U2-fan relations has been the Vertigo ticket crisis, and it's an issue that must be addressed well ahead of the next tour. If asked, I would advise the band to embrace the paying members of the fan club, and to recognize their ticket wants and needs. U2 could accomplish this by creating and communicating a thorough ticket policy that will provide maximum supply to the fan club. They would also realize success by playing stadiums.

First and foremost, each fan club member would be able to purchase two tickets to one show in the city of closest proximity to their residence. This offer would be the primary offer and would receive top priority. Fans would be able to stipulate price levels and seating areas. If inventory doesn't match demand, then fans would have the same opportunity for another show.

By adopting common practices found in pro and collegiate sports, the band could capitalize on the desire of fans to attend multiple shows. In NCAA sports, for example, universities establish a priority system for their supporters, and each supporter has various opportunities to earn points. Supporters who meet the point criteria have the opportunity to buy a season ticket package to multiple games, and have first priority to purchase tickets for games that are not part of the season ticket package. As it relates to the U2 tour, the band would establish a priority point system that would serve as the method of processing requests. Fans would earn points based on fan club membership level; consecutive years as a fan club member; membership of the former Propaganda club; number of U2 tattoos; etc. Club members would be offered a form of multi-show package, where they could purchase two tickets for shows of their choosing, or perhaps from a predetermined list. Fans could link their requests with other paying members in order to be seated together. After fan club ticket demand is met, remaining tickets would go on sale to the general public.

Ticket brokers & touts can be filtered out by selling nontransferable ticket licenses to fan club members. A unique license for each show would specify the details of the seating, etc., and would be redeemed for the actual ticket(s) on the day of the show. As with most will-call transactions, the holder of the license would present ID in order to redeem the tickets. A ticket is a revocable license, and with identity-related restrictions attached and agreed upon by the buyer, the venue has the ability to enforce this type of policy. U2 could even implement technology to verify identity using a biometric finger scan (eg. Walt Disney World).

If necessary, club members would be permitted to surrender their license to U2 by a predetermined date, and receive a full refund. Unused ticket inventory and other specially designated inventory would be made available to members throughout the build-up to each individual show. U2 would not offer ticket inventory on the secondary market in the form of an auction unless these tickets were not purchased by fan club members.

So I'm givin' 'em something to think about. I'm sure others have ideas, too.

-- Brett McMurrain

I truly believe that U2 has a great relationship with their fans already. They already make the best seats in the house the cheapest. They are constantly bringing fans up on stage. They always play the songs we want to hear with a great selection of new songs.

I personally don't have any gripes, but rather one suggestion. It's been done before by The Rolling Stones, but I think U2 should play some club shows dispersed during their tour and play a "whatever we feel like playing" setlist.

For the club shows, you have to pick up your tickets the day of the show, and must go inside once you get the tickets. You must present your ID and the CC you used to purchase the tickets. Hopefully this will discourage scalping.

And, while I'm not a member, fan club members should always get first crack at tickets.

-- Tito Sanchez

I would love to see a concert in a smaller venue. Up close. It would be a setting like MTV'S Unplugged...think about that!! Telling the stories behind the music and hearing them raw in a small venue...hmmm.

-- Jen Willins

I don't really think U2 need to do anything different to better their relationship with their fans. I think that the boys have always had a great and very special relationship with all of us fans. They are always so nice as long as people respect them as they should. It would be so hard to be as famous as they are and not let it all go to their heads.

I have been lucky enough to meet quite a few other famous people and some other bands and some of them aren't so friendly. The U2 boys will go out of their way to meet and talk to their fans whenever possible whether it is before a show, outside the studio, or just when they are going about their daily lives. I know that Adam and Larry don't come out as much as Bono and Edge but when they do they are just as sweet.

In my opinion any band, especially one as big as U2, who will be late for a show just so that they can greet their fans and even invite them backstage so a dream can come true is truly something special. That is what makes U2 such a great band.

-- Elsha Stockseth

I'm really glad this question was asked because I've been wondering not so much what U2 could do to improve their relationship with fans, but what we can do to improve our relationship with the band and with other fans:

Of course the band can do things like giving out free tickets to fan club members or playing in cities where they don't typically play. I live in south central Pennsylvania, and we are ridiculously spoiled with the number of shows that are within a 200-mile trip on each tour. Give other cities a chance!

I think U2 fans can be more respectful of the band and one another by not thinking that they are "entitled" to be up front at a show. By not butting in line or going to EVERY SINGLE SHOW. By not thinking that the band "owes" you for your loyalty or that you are superior to other fans. Because you're not.

I went to a show at the Meadowlands during the Elevation tour where there were security problems with the GA line. Some folks who were further back in line got into the Heart. A couple of guys near me had never been that close and were jumping up and down and were so excited. I realized that I don't need to be so greedy and that everyone should have that opportunity. We are incredibly fortunate to have this band in our lives and we should be grateful.

-- Abbey Fisher

Easy -- have us all over to Bono's for a BBQ. : )

-- Craig Baker

Nothing. Just keep going.

-- Glenn Benavides

(c) @U2/individual contributors above, 2008.

    



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