U2 is kicking off its relationship with RIM with The U2 360° Tour, sponsored by BlackBerry. The Tour is the band’s first stadium outing since the Vertigo Tour 05/06 and follows the release of their acclaimed album, No Line On The Horizon. U2 will be touring 14 cities across Europe including dates in Milan, Gothenburg, Amsterdam, Paris, Nice, Dublin, Chorzow, Berlin, Gelsenkirchen, London, Sheffield and Glasgow before finishing at Millennium Stadium in Cardiff on 22nd August. The European tour will be followed by dates in North America beginning at Chicago’s Soldier Field on September 12th, 2009.
“This tour announcement marks the first stage of a relationship and shared vision between RIM and U2 that we expect will lead to new and innovative ways to enhance the mobile music experience on the BlackBerry platform for U2 fans. We look forward to sharing more details as the relationship unfolds,” said Paul McGuinness, the band’s manager.
Everyone remembers the long relationship U2 and Bono had with Apple and it seems to be the end of an era. There are rumors that U2 and UMG weren’t elated about the relationship with Apple. UMG’s chief Doug Morris late in 2007 claimed his company had been ensnared by the “golden handcuffs” of Apple’s music portal. The executive explained that Universal became dependent on iTunes after insisting on copy protection and then allowing Apple to use its own proprietary format.
Partnering with U2 is a great move on the part of RIM. Not only will it help solidify BlackBerry as a company that is in touch with a wide demographic, but Bono’s charitable causes make him a formidable representative of the company. We should expect to see some interesting developments come of this, including initiatives along the same vein as Product Red.
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