If there’s one thing that aging rock stars don’t want to be reminded of, it’s their age. Particularly, when they are in the midst of a world tour promoting a new album. Now the “world’s biggest rock band” U2, has dealt with that not once but twice.
A few months back, front man, Bono, suffered several broken bones in a nasty bicycle accident. As the tour kicked off the singer even went on late night TV both to lampoon his accident and to prove to fans, he was ready and raring to go for the show.
Then, just last week, lead guitarist The Edge, fell off a stage at the Rogers Arena in Vancouver. The 53-year-old hit the arena floor hard, shocking fans and sending a torrent of “news” blasting out across social media.
Fortunately for U2, The Edge and concert promoters across the tour, the guitarist has both a sense of humor and an adept understanding of the very social media that sent shockwaves through the band’s fan base. Shortly after a video of the incident hit social media, The Edge posted a photo to his Instagram account, showing fans the extent of his “injury.” Included with the photo was a tongue in cheek caption: “Didn’t see the edge, I’m ok!”
You could almost feel the huge sigh of relief from both excited fans and tour promoters in the other 69 destinations on the tour schedule. Sure, Bono has taken his share of tumbles off the stage, most recently at a Miami concert back in 2001 and also in 1987 and 1983. But a singer can still get it done, even if he’s a little banged up. The Edge, on the other hand… Had the lead guitarist ended up in a sling or a cast, the show, probably would not have gone on.
Even the rumor of tour cancellations may have hurt ticket sales, so it was imperative that The Edge reassure fans ASAP. Social media makes that possible though brands don’t always do the best job keeping their fans informed. But, when timelines and volume are needed, count on The Edge to deliver.