Following the disappointing public reaction to the album “Pop,” Bono quipped that U2 was “reapplying for the job of best band in the world.” He was determined to ensure the band’s future artistically and commercially in a landscape in which music-buying was changing fast.
“In the late ’90s, Bono told me that he perceived that the future of music and the future of Africa were totally dependent on what was going on in Silicon Valley,” said venture capitalist Roger McNamee, who has since become Bono’s business partner.
Noting that technology held the keys to delivering music, as well as spreading his message of helping the disadvantaged, Bono sought allies in the valley. McNamee had gained a reputation as a savvy digital marketer by helping the surviving members of the Grateful Dead sell their music online, so Bono got in touch.
In 2004, Bono, McNamee and three others founded the venture capital firm Elevation Partners. It was around this time that Bono and his bandmates, struck by the potential of portable iPod players and the iTunes store, forged a relationship with Apple and its leader, the late Steve Jobs.
“So we had the idea to offer (the U2 song) ‘Vertigo’ for an iPod commercial, and we went out to see Steve at his house in Palo Alto,” Bono recalled in a recent interview with Rolling Stone magazine. “And he was like, ‘What? You guys want to give me a song for a commercial? Wow, that’s great, that’s amazing.’ Then we said we wanted to be in the commercial, and he said, ‘Maybe, yeah, I don’t see why not.’ “
For U2, which had never allowed its music to be used in advertisements, it was a huge shift.
Fast friends
Bono and Jobs became such good friends they reportedly vacationed together. Apple and Jobs’ wife, Laurene, were big supporters of Bono’s global AIDS fight. Bono told Rolling Stone he was drawn to Jobs’ fierce intellect, as well as his “very tender” side and that the Apple founder, ironically, often expressed concern about Bono’s health. When Jobs died of cancer in 2011, Bono, along with Joan Baez and Yo-Yo Ma, performed at his memorial.
“(Jobs) is, in many ways, the Bob Dylan of machines — he’s the Elvis of the kind of hardware-software dialectic,” Bono told Rolling Stone. “He changed music, he changed film, he changed the personal computer. It’s a wonderful encouragement to people who want to think differently. That’s where artists connect with him.”
Bono, who was not available to interview for this story, arguably has an even bigger connection with McNamee and Elevation Partners, which is known for its investments in Facebook, Yelp, Palm (an Apple rival) and Move Inc. McNamee said the rocker has “amazing marketing instincts” and brings his intense “seven-day-a-week” drive and considerable motivational skills to the table.
“Bono’s contribution to Elevation exceeded the expectations of every participant … including himself,” McNamee said. “When he would go and talk to the employees at Facebook or Yelp, the effect was profound.”
McNamee said Bono’s intellect, ambition and belief that technology will dictate the future of art and culture naturally drew him to Silicon Valley and its like-minded entrepreneurs.
“He said to me, ‘Roger, you know the dirty little secret of the music business? (Musicians) are software. And because we’re software, we are totally at the mercy of the hardware that people have. And the most successful bands (have been) the people who figured out new hardware and made it work.’ “
For most U2 fans, all this brings the hope that U2 will always keep the Bay Area in its touring and performance plans.
“It means more concert dates and special appearances,” said Bay Area megafan Nicholas Buckmaster, who has seen U2 approximately 65 times in 15 countries. “(And) their ubiquity here means more chances of bumping into them on University Avenue or Sand Hill Road.”
Bono has also leveraged his ties with local tech companies to raise money for his charity work, which many admire.
“Bono has always really annoyed people by talking about all this ‘do the right thing’ stuff — he’s totally in your face about it,” said KFOX radio DJ “Big” Rick Stuart. “The thing that is different about Bono, compared to a lot of other people, is he actually tries to back it up.
“Bono is kind of a self-righteous guy,” he adds, “but he’s also a righteous guy.”