As reported by Stereogum (via Billboard) this week, it looks like U2 is taking a completely different approach to record pricing than the latest trend of “pay what you want.” Instead, for their upcoming new box set, Bono and the guys will be asking a whopping $96. Wow.
Planned for a March 3rd, 2009 release, the box set, titled “No Line on the Horizon” will be quite the package, available in three limited edition versions. The regular release will consist of slick digi-pack, with a comprehensive 36-page booklet and will be priced around $36…the middle-priced version will have a 60-page soft cover “magazine” and will be around $50… and the expensive, $96 box set version will, naturally, come in a box with a 60-page hardcover book, a poster and a U2 film by Anton Corbijn on DVD. And apparently, the album includes a special song with will.i.am of Black Eyed Peas fame, which I’m not sure I really understand. I mean, this is u2 for pete’s sake. Call me narrow-minded, but how can will.i.am possibly enhance the value of a U2 song? I guess we’ll have to wait and see…
Okay, so it’s going to be a really sweet box set, perfect for the uber U2 fan that wants to have it all. But $96? Really? I think I’ll pass…
Honestly, I think U2 is taking a chance with their strategy here…and I think they’re wrong. I’m a believer that CDs and records will eventually be free – merely a promotional tool for artists to market themselves…ultimately selling the live show and other merchandise. Asking fans to fork over $36, $50 and $100 for some special, hyped-up release is the wrong approach. Thankfully, no one is going to make you buy this.
Here’s the whole story at Billboard.com: http://www.billboard.com/bbcom/news/high-five-u2-unveils-album-configurations-1003924362.story
Here’s Stereogum’s take: http://stereogum.com/archives/new-u2-album-will-cost-96_042811.html
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