Dublin's Web Summit 2014 has finished with U2's Bono appearing on stage to talk about music and technology. The venerated musician had no problem poking some fun at himself, at one point saying he was a "spoilt rotten, overpaid, over-nourished rock star."
He also discussed the modern music landscape, saying he doesn't believe in the free music model, artists should get paid more, and the industry needs to become more transparent about the money it generates.
When asked about U2's recent deal with Apple, which saw their latest album 'Songs of Innocence' given away for free with the iPhone 6, Bono quipped: "We got a lot of people who were uninterested in U2 to be mad with U2, and to me, that's an improvement in the relationship".
He said the band were delighted with the deal, calling it "one of the proudest things for us". The reason being it helped them achieve in three weeks what it took them 30 years to do with Joshua Tree - to get their whole album heard by 30 million people, and an additional 70 million to listen to a portion of the album.
When in discussions with Apple's CEO Tim Cook, he revealed that Cook initially thought U2 were willing to give the album away for free, to which he responded: "No, no, no, no. We don't believe in the free model... buy it from us, and then you give it as a gift." He also revealed that this was likely a one-off deal, one that could never be repeated.
Bono hit out at the free music model, claiming artists should get paid more, and calling for greater transparency around money in the music industry.
Challenged by David Carr of New York Times as to what we would find if Bono was to 'lift his skirt' and be more transparent about what he earns, he responded, "probably a lot less than you think. Maybe I should lift my skirt."
Technology in music has changed the creative process for those starting out. Everyone with a laptop, or even a phone can become a producer. It's no longer a case that we have "a garage band from garage land, now it's the bedroom" - and Bono claims he would be very excited if he were 17- or 18-years-old and starting a band.
In his time though, there was a simple solution to any problems: Jameson. "It's one of our proudest technologies here. We don't remember the answers, but it solved a lot of problems," said Bono.
As for the future, Bono talked of how music looks set to change, with new technology which will soon give us animated digital album covers.
Bono was joined on stage by Dana Brunetti (Producer, House of Cards), Eric Wahlforss (Soundcloud), and David Carr (New York Times) for a panel discussion in a packed auditorium, whilst crowds were disappointed outside as they couldn't gain access.