Inspiration Can Be Found in Mysterious Ways
6 BX Lessons from U2 at Sphere
Brian Fallers
It’s not too often you get the opportunity to write about two of your great passions — brand experience and music. Like many of you, the path through my teenage years of the 80s and 90s was forged by an amazing music era. Us Gen Xers were truly blessed. In the summer of ‘84, I stumbled upon U2 Live at Red Rocks: Under a Blood Red Sky during one of my multi-hour MTV binges. It rattled me to my core and, from that day, the musical magic of Bono, The Edge, Adam Clayton and Larry Mullen provided a soundtrack for my life. Beyond the influence and power of their music, no band has mastered branding like U2. Since their origins in 1970s Dublin, they’ve remained authentic to their vision and identity as a politically and socially aware band. Like most great brands, U2 has evolved over years while holding strong to their values and beliefs, despite the polarizing effect it’s had in their popularity. Their tours stand as a testament to the transformative power of brand experience and storytelling. And don’t forget, this is the band that partnered with Apple and dropped an album on 500 million iCloud accounts — for free.
Enter their recent residency at Sphere. While I had attended a show in October, I made it a priority to attend another and view it purely from an experience perspective (in full transparency, it also helped justify attending their 40th and final show of their Sphere residency). Watching from this filtered lens, I was inspired to share how we, as both consumers and marketing leaders, can take away a few simple but powerful lessons in brand experience from the U2 playbook.
Lesson 1: Think Immersive
U2’s use of advanced technology over the decades to create a fully immersive experience highlights the importance of engaging audiences on multiple sensory levels. The band’s Sphere residency took their immersive strategy from previous tours to new levels. Whether the interactive onsite fan experiences at the Venetian, the pre-show experience (including U2 ambient music and futuristic Sphere visuals) or the show itself with sensory seating, 167K speaker drivers and 1.2M LED lights, every experience was designed with precision. While this scale of immersion is extraordinary, brands can leverage cutting-edge technology and multimedia elements to create memorable experiences that resonate deeply with their audience. As new technologies emerge, consumers are expecting a customer experience that is multi-sensory.
Lesson 2: Don’t Be Afraid to Take Risks
U2 embraced the Sphere concept and accepted the risk of an unknown venue. Rather than kick the opportunity to another band, they embraced the challenge. Too often, we get trapped in the safety of traditional strategies, paralyzed by the ability to make true change and be disruptive. It’s ok to step out of your comfort zone and explore. It’s also ok to occasionally fall on your face and learn from your mistakes. That’s where true inspiration lies. But your brilliance can only shine when you take that step forward into the mystery of the unknown.
Lesson 3: Innovate and Adapt or Die
U2’s willingness to embrace and innovate with new performance technologies shows the importance of staying ahead of the curve. U2’s prior tours had pushed the limits of the concert experience, so it was already in their brand DNA to be disruptive. Marketers should be open to exploring new platforms and technologies to keep their brand relevant and exciting. Seek new partnerships that allow for expansion and don’t settle for the norm. Push boundaries or your competition will do it for you.
Lesson 4: Storytelling Is Everything
Whether through their albums or shows, the U2 experience is opera-like. The band’s ability to weave powerful narratives and incredible visuals into their performances optimizes the power of their storytelling. The Sphere’s unique visual presentation only heightened the band’s storytelling to new emotional levels. Do you have a storytelling strategy? Are you optimizing and integrating your visual and verbal storytelling? Delivering a connected multi-sensory story will elevate it to new levels and drive more emotion.
Lesson 5: The “Experience Economy” Is Here to Stay
Humans crave new and personal experiences. It’s more important than ever to maintain an audience-centric approach. U2’s performances are designed with the audience experience in mind. Marketers should focus on understanding and prioritizing their audience’s needs and preferences to deliver personalized and impactful experiences. If you deliver an exemplary and memorable experience, consumers will pay a premium.
Lesson 6: Think Omni-Channel
The future is achieving cross-platform synergy. Leveraging different media and platforms to amplify the impact of the Sphere performances, U2 demonstrates the power of integrated marketing. Brands can benefit from creating a cohesive strategy that utilizes various channels to reach and engage their audience effectively.
It’s a beautiful day when we can find inspiration in our everyday experiences. Hopefully, these six lessons will elevate your brand experience and foster one that connects deeper, more emotionally with your audiences.
Have an experience you’d like to share? We’d love to hear from you.
What a great article!
How you’ve connected U2’s evolution with effective branding principles is insightful and engaging—well done!