KOT: Why is the idea of associating a song with a product a good idea?

BONO: I accept that that is alarming. I really do. Our being on TV, I don't have a problem with that -- we should be on TV. But OK, associating our music with a product. You've got to deal with the devil. Let's have a look. The devil here is a bunch of creative minds, more creative than a lot of people in rock bands. The lead singer is Steve Jobs. These men have helped design the most beautiful object art in music culture since the electric guitar. That's the iPod. The job of art is to chase ugliness away. Everywhere we look we see ugly cars, ugly buildings... Everywhere. And these people are making beautiful objects. Selling out is doing something you don't really want to do for money. That's what selling out is. We asked to be in the ad. We could see where rock music is, fighting for relevance next to hip-hop. And I love hip-hop. It's the new black entrepreneur. It's about being out there, loud and proud about what you're doing. Selling it on the street corner if you have to. From pent-house to pavement. Advertising the new song in another song. Taking on the world. Meanwhile, a bunch of white, middle-class kids are practicing in Daddy's garage, saying [adopts fake Midwestern whine], "No, man, that is just so un-cool." As hard as it is, as ghetto as it is, hip-hop is pop music. It's the sound of music getting out of the ghetto, while rock is looking for a ghetto. We never wanted to be a garage band. We wanted to get as quick as we could out of the garage. The people who say they like the garage usually have two or three cars parked outside. Rock music is niche. We want people who aren't in our niche listening to our music. If you pour your life into songs, you want them to be heard. It's a desire to communicate. A deep desire to communicate inspires songwriting. Rock music was most exciting when it was in the 45 [rpm single], when it was disciplined into a single. Whether it was the Sex Pistols, Clash, Buzzcocks, Nirvana, the Beatles, the Stones. The 45 is the pure rock to me. That is why I wanted to be in a band.