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Bono
波諾
Bono, the lead singer of U2, deeply appreciated Apple's marketing muscle.
波諾是U2樂隊(duì)的主唱，他非常欣賞蘋果的營(yíng)銷策略。
He was confident that his Dublin-based band was still the best in the world,
這支來自愛爾蘭都柏林的樂隊(duì)曾是世界上最棒的樂隊(duì)。
but in 2004 it was trying, after almost thirty years together, to reinvigorate its image.
2004年，在樂隊(duì)成立了將近30年之后，他們希望重整旗鼓。
It had produced an exciting new album with a song that the band's lead guitarist, The Edge,
他們制作了一張非常棒的新專輯，其中有一首歌，主音吉他手“刀刃”
declared to be "the mother of all rock tunes."
宣稱這首歌是“搖滾樂之母”。
Bono knew he needed to find a way to get it some traction, so he placed a call to Jobs.
波諾意識(shí)到他需要想辦法給這首曲子一些推動(dòng)力，于是他給喬布斯打了一個(gè)電話。
"I wanted something specific from Apple," Bono recalled.
波諾回憶道；“我需要從蘋果那里得到一個(gè)具體的幫助。
"We had a song called 'Vertigo' that featured an aggressive guitar riff that I knew would be contagious,
我們有一首歌叫《眩暈》，里面有一段吉他的即興片段，我認(rèn)為非常有感染力，
but only if people were exposed to it many, many times."
但是這種感染力需要人們聽很多很多遍之后才能體現(xiàn)出來。”
He was worried that the era of promoting a song through airplay on the radio was over.
他擔(dān)心通過電臺(tái)宣傳歌曲的方式已經(jīng)過時(shí)了。
So Bono visited Jobs at home in Palo Alto, walked around the garden, and made an unusual pitch.
所以波諾去喬布斯在帕洛奧圖的家中找他，借著他們?cè)诨▓@里散步的機(jī)會(huì)，進(jìn)行了一次“不尋常的推銷”。
Over the years U2 had spurned offers as high as $23 million to be in commercials.
多年來，U2樂隊(duì)曾拒絕了累計(jì)2300萬美元的廣告邀請(qǐng)。
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，他們想免費(fèi)為喬布斯拍iPod廣告--或者至少是進(jìn)行一次雙贏的合作。
"They had never done a commercial before," Jobs later recalled.
喬布斯回憶道：“他們從來沒有拍過廣告。
"But they were getting ripped off by free downloading,
但是他們已經(jīng)深受盜版下載的傷害，
they liked what we were doing with iTunes, and they thought we could promote them to a younger audience."
他們更喜歡iTunes的運(yùn)作模式，而且他們認(rèn)為，我們能把他們推廣到年輕群體中。”
