乔布斯传第568期:波诺(1)（打印版）

Bono

波诺

Bono, the lead singer of U2, deeply appreciated Apple's marketing muscle.

波诺是U2乐队的主唱，他非常欣赏苹果的营销策略。

He was confident that his Dublin-based band was still the best in the world,

这支来自爱尔兰都柏林的乐队曾是世界上最棒的乐队。

but in 2004 it was trying, after almost thirty years together, to reinvigorate its image.

2004年，在乐队成立了将近30年之后，他们希望重整旗鼓。

It had produced an exciting new album with a song that the band's lead guitarist, The Edge,

他们制作了一张非常棒的新专辑，其中有一首歌，主音吉他手“刀刃”

declared to be "the mother of all rock tunes."

宣称这首歌是“摇滚乐之母”。

Bono knew he needed to find a way to get it some traction, so he placed a call to Jobs.

波诺意识到他需要想办法给这首曲子一些推动力，于是他给乔布斯打了一个电话。

"I wanted something specific from Apple," Bono recalled.

波诺回忆道；“我需要从苹果那里得到一个具体的帮助。

"We had a song called 'Vertigo' that featured an aggressive guitar riff that I knew would be contagious,

我们有一首歌叫《眩晕》，里面有一段吉他的即兴片段，我认为非常有感染力，

but only if people were exposed to it many, many times."

但是这种感染力需要人们听很多很多遍之后才能体现出来。”

He was worried that the era of promoting a song through airplay on the radio was over.

他担心通过电台宣传歌曲的方式已经过时了。

So Bono visited Jobs at home in Palo Alto, walked around the garden, and made an unusual pitch.

所以波诺去乔布斯在帕洛奥图的家中找他，借着他们在花园里散步的机会，进行了一次“不寻常的推销”。

Over the years U2 had spurned offers as high as $23 million to be in commercials.

多年来，U2乐队曾拒绝了累计2300万美元的广告邀请。

Now he wanted Jobs to use the band in an iPod commercial for free -- or at least as part of a mutually beneficial package.

而如今，他们想免费为乔布斯拍iPod广告--或者至少是进行一次双赢的合作。

"They had never done a commercial before," Jobs later recalled.

乔布斯回忆道：“他们从来没有拍过广告。

"But they were getting ripped off by free downloading,

但是他们已经深受盗版下载的伤害，

they liked what we were doing with iTunes, and they thought we could promote them to a younger audience."

他们更喜欢iTunes的运作模式，而且他们认为，我们能把他们推广到年轻群体中。”