In a previous post, Walter called our attention to U2's music video as iPod commercial. In today's USAToday, there are a few articles on U2 (they were on the cover of the "Life" section). This one addresses their approach to the commercial.

Bono emphatically states, "No money changed hands. There were about three people in the universe who shouted sellout. Selling out is when you do something you don't want to for cash. We really wanted to do this. What could be cooler than having our own iPod and exploring new digital formats?"

The pact had practical benefits. Pop radio isn't quick to embrace noisy rock tunes, and declining sales led to belt-tightening that precludes labels from bankrolling expensive album launches. The iPod TV spots provided invaluable exposure. "Apple seemed like the most natural collaboration and something our fans would not be embarrassed about," Edge says. "Nobody wants to see their favorite band attached to something uncool. This is about looking into the future. It's a stepping stone to where the business is heading."