U2’s latest album, Songs of Innocence, was given free to every iTunes subscriber on Tuesday in what was dubbed “the largest album release of all time”, reaching 500 million customers in 119 countries. According to unspecified sources quoted in the Wall Street Journal, as part of the massive distribution U2 and Universal Records also netted a blanket royalty and marketing campaign worth up to $100m.  But U2 has been one of the biggest bands in the world for decades. They are not hurting for record deals or mainstream exposure. There are, however, a few acts who could benefit from this opportunity of a lifetime. This type of deal could set a new precedent with Apple, bypassing the record label middleman or the fickle music press and instead give emerging or more diverse artists the opportunity to shine.  We still can’t figure out why Monae hasn’t reached the levels of stardom that she so deserves. Unlike many other contemporary pop stars, she’s truly the triple threat: a magnetic vocalist, dancer and personality. Perhaps all she needs is a boost by one of the biggest technology companies in the world?  Grizzly Bear are one of the only acts to speak publicly about the difficulties working as contemporary musicians. Droste in particular was frank about the logistics in a profile for New York magazine. Despite their top-20 albums and choice song placement in numerous well-publicized ads or teen vampire movies, they still struggle to stay afloat. With their latest releases featuring some of their strongest and most captivating work yet, this deal would be right opportunity to finally give the band the sort of leverage they rightfully deserve.  Critically acclaimed but commercially unsuccessful, Marnie Stern’s music is bright, relatable and in need of a much, much larger audience. Her work – a mix of brash and bold guitar riffs, bright melodies and cheery vocals – might not sound immediately accessible. But she deserves another spin, at least for her bold, empowering lyricism that is feminine and biting.  Little Dragon has quietly produced music that is soulful and reminiscent of the 90s neo-soul movement. Surprising for a Swedish band, but not that surprising once you’ve heard vocalist Yukimi Nagano’s winsome pipes that would sound perfectly at home on your local r&b station – or in anyone’s home during a long, lazy Sunday.  When will Sharon Van Etten breakout? Hopefully soon, but a little push from Apple wouldn’t hurt. Its nostalgia-fueled, earnest-leaning commercials as of late would be a perfect compliment to Van Etten’s tunes, which are filled with the sort of longing, frustration and beauty that we can all relate to. There are very few contemporary female singer-songwriters with the kind of Big Money push U2 was given, but there should be and Van Etten would be a great place to start.
iTunes gave U2’s latest album to half a billion people, but U2 are already huge. How about giving someone else a chance? asks Britt Julious