Posted on June 9, 2011 in
Articles
Stunningly accurate:
Big Market
Imagine youâre a middle-aged, upper-middle class male.You live in a large metropolitan area. You have a good job. Your wife does Pilates. Your oldest just started Kindergarten. Yes, youâre an adult but youâre still cool! Your jeans cost $125. Sometimes you wear sneakers with a blazer!
You like the idea of being a guy whoâs âinto live musicâ but the last few concerts youâve been to were a) too loud b) too crowded c) too foreign (you’re lucky if you recognize one song). Yes, youâll snap a few photos with your smartphone and tell your bros about it to get some street cred but letâs face it â you didnât enjoy yourself. There are millions of you. And youâre willing to drop cash to have a concert make you feel cool again.
Product Market Fit
Then you learn that U2 is coming to town â U2! Earnest, melodic, Oprah-endorsed U2! $200 a ticket? No problem. You get a sitter. Your wife is excited â this is going to be great! You invite some friends from college to join you.
On the way, you listen to the âearly stuffâ. Joshua Tree pumps through the speakers of your Lexus SUV (no judgement – you have two kids!). The harmonies soothe. The lyrics are straightforward. You recall a simpler time before car seats and prostate exams. The nostalgia is so thick you have to wipe it from your face. You havenât looked at your phone in nearly 11 minutes.
You arrive at the show and see yourself everywhere. Tasteful North Face and Patagonia jackets abound. The stands are awash in earth tones. No one is shoving. No one has a nose ring. These are your people.
Usability
The band begins with A SONG YOU RECOGNIZE! Youâre on your feet. Youâre drinking âcraftâ beer. Everyone is singing terribly.
And hereâs the best the part â YOU CAN DANCE HERE! 80,000 people surround you and thereâs not a coordinated movement in sight. Even the band sets a low bar. Bono doesnât so much dance as lunge and bounce. The other guys seem content to nod and rock. All around you, middle-aged people are rocking and lunging and bouncing and singing badly. Is that guy wearing Todâs loafers and a Barbour jacket? Yes he is. And heâs in the zone.
The set is basically a greatest hits playlist. The band graciously performs two new songs that no one recognizes to give you a few minutes to use the john and grab another IPA. They might as well flash an intermission sign.
Even the political statements go down smooth: âDemocracy!â âFight AIDS!â How could you possibly disagree? Youâre not only dancing and reminiscing â youâre spreading freedom and reasonably-priced medicines to distant lands!
And the kicker: not one but TWO encores, the ones you know best â the ones you first heard that summer you painted houses or kissed Katie at the beach party or whatever. Youâre closing your eyes now. This is sad and sweet. You put your arm around your wife. Youâre wondering if Katie ever got married. A third of the crowd departs after the first encore. Itâs no big deal â some of us have work in the morning! Anyway, the traffic will be better if everyone doesn’t leave at once.