Tuesday, November 23, 2004

How To Dismantle An Atomic Bomb

U2 is back. It's been four years since their last album, All That You Can't Leave Behind, but now they're back with a new album called How To Dismantle An Atomic Bomb. And they are back with style!

When they released ATYCLB 4 years ago, Bono was quoted that U2 is re=applying for the job as best band in the world. That album was their presentation and they did succeed very well in reclaiming the position of best band in the world. How To Dismantle An Atomic Bomb is the continuation of just that. The best band in the world doing what they do best.

The first single Vertigo is already a killer. It's rockin and will make you jump up and down screamin "Hello Hello, you're in a place called Vertigo". Edge's guitar is loud, but not too loud. Going further in the album, most of the songs have that classic Edge sound - lots of reverb and a bit of delay. Some of these songs won't sound out of place if you cram it in between Where The Streets Have No Name and With Or Without You. U2 just dug back to the days and sound of The Joshua Tree, but this time more uplifting.

Anyway, I noticed that I haven't seen the video clip of Vertigo on MTV. Granted, my TV was out for a week or so, but still I haven't seen it. Which is weird that a band like U2 is not advertising via MTV. They weren't even at the MTV European Music Awards, when in fact it could have been a good advertising spot for Vertigo and the new album as well.

What I do know is that U2 is advertising heavily via iTunes. Vertigo was out a few days earlier on iTunes, U2 have their signature iPods for sale and Vertigo has been used as the advert song for the new iPod. I believe that U2 is embracing the internet as the new advertising medium and is shoving MTV away. Which is good news. You could even listen to HTDAAB a week before its release on NME. Time will tell whether U2's new advertising campaign is successful but I believe that they are pioneering the way to go.

MTV is crap anyways these days.


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