U2 might basically be the Apple house band, but the Irish rockers hope to be even more than that-- frontman Bono tells Time the band is working with the company on nothing less than the salvation of music.
But how will the U2-Apple team up save music, exactly? Via the creation of a new digital music format, one "so irresistibly exciting to music fans that it will tempt them again into buying music," at least according to Bono.
Apparently the point is not to help U2-- which is already more than successful enough-- but other, less well known artists who cannot make money from live performances, arguably the only means musicians can make money in the early days of the 21st century.
“Songwriters aren’t touring people,” Bono says. “Cole Porter wouldn’t have sold T-shirts. Cole Porter wasn’t coming to a stadium near you.”