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We don't want to be in that subdivision called 'heritage,' so we're trying to figure out how to age and not make dull music. -- Adam

U2 Planning a 'Digital Application'


U2 has hired Blitz, a Los Angeles-based digital advertising agency, to create some kind of "digital application."

The Los Angeles Times let the cat out of the bag a couple days ago in an article about Southern California ad agencies that are working heavily in the web and mobile space. You can read the full article here; the brief U2 mention is on page two:

Blitz currently is working on a digital application for the Irish rock band U2.

Blitz's website also lists U2 on its Clients page.

In an Irish Times interview last year, Bono talked about U2's next album having some kind of app version.

Earlier, he was using an iPad with the Achtung Baby songs and videos on it. "That's probably what our new album will look like," he says. "I've been talking about this for the past four years.

"Our last album was the first album to be made available as an app with BlackBerry devices, but it didn't work: the functionality was not what it could have been. New formats are going to happen. I'm always banging on about this. The app format brings you back to that world of gatefold sleeves, of being able to read lyrics – and [now of] being able to play the album at home on your plasma TV."

Prior to that, there was also app-related talk in 2010 while U2 was on tour in Europe. An Italian newspaper included this quote from an unspecified band member:

We are planning to release our next record as an application. Today, with laptops, iphone and ipad music can go back to being a visual phenomenon.

Based on the LA Times article and the appearance of U2 on Blitz's client page, it appears those quotes are going to come to fruition. But when is still anyone's guess.

(Thx to Ronan for the tip.)