U2-Y
by Gareth Averill
U2-Y follows the design story of one of the biggest bands in rock and roll history.
It aims to celebrate a unique relationship; The creative partnership between designer/art director Steve Averill and the band U2.
This collaboration thrived and endured for over four and a half decades.
Before the sleeves, before any poster or visual ephemera, came the name itself. Steve gave them this name.
'U2'. A letter and a number. We will explore how the name itself became a monolith of design, whether it’s use is dominant or invisible.
Just the 2ofUs.
Steve is guided through the story of his career by his son, giving the series a unique and personal tone.
‘In recent years, I became fascinated by the idea of this creative collaboration enduring for such a long time', Gareth Anton Averill says.
The relationship that my father had with U2 was unique. I recognise this as being one of the longest-running creative relationships in music history, if not any creative or cultural industry.
I believe this is worth exploring and celebrating and asking the question, 'Why?’.
Alongside Steve's personal story, U2Y delves deep into design specifics. Topics discussed include the process of the pre-digital age, early computer-aided design, the advent of the Compact Disc and the explosion of promotional materials.
In essence, U2-Y tells the story of one of the biggest bands in the world from a different perspective; the record sleeve.
From Punk to Pop.
The story begins in 1977 with the Cultural explosion that was punk. Ireland's first punk group, 'The Radiators From Space', founded and fronted by Steve (Rapid), was the catalyst for his connection with U2.
The U2-Y Podcast will examine an album per episode. It begins with the invention of the name, 'U2' itself. It then journeys through each major campaign, up to and including the hyper-vivid years of the Pop album and Pop-mart tour.
Out now:
Episode 1 - Introduction
Episode 2 - Boy
Episode 3 - October
Coming Soon:
May 8th - Episode 4 - War
May 15th - Episode 5 - Unforgettable Fire
May 29th - Episode 6 - The Joshua Tree
TBC - Episode 7 - Achtung Baby
TBC - Episode 8 - Pop
U2's catalogue appears courtesy of Universal Music Publishing.
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Copyright: Gareth Averill
Episodes
Bonus - Typesetting, Advertising and Liquid Lights
29m · PublishedA short bonus episode, taken from an outtake from our very first conversation about Steve's early days as a young man in Ireland, obsessed with rock and roll and design.
https://www.stephenaverill.com/store
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Chapter 10 - Epilogue Part 2
52m · PublishedThe second of two parts that bring the U2-Y podcast to a conclusion.
Here in the final episode, Gareth and Steve look back across the the series and talk generally about the later stages of Steve's role with U2 and his retirement years.
NEWS: Steve's store is now live, featuring limited edition prints from his trip to Death Valley in 1986 with U2 for the Joshua Tree cover shoot.
https://www.stephenaverill.com/store
Thank you for listening.
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Chapter 10 - Epilogue Part 1 - Q&A
1h 14m · PublishedThe first of two parts that bring the U2-Y podcast to a conclusion.
Here in part one, Steve answers questions as submitted by you, the listener.
NEWS: Steve's store is now live, featuring limited edition prints from his trip to Death Valley in 1986 with U2 for the Joshua Tree cover shoot.
https://www.stephenaverill.com/store
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Chapter 9 - Pop
58m · PublishedU2's 9th full length release and possibly their most provocative to date, sees the boundaries pushed even further than before.
What U2 could look like and what they could sound like was challenged yet again, and possibly for the last time.
Firmly in the digital age of design, yet its biggest influences were from the Pop Art movement, the design policy for 'Pop' was born out of 'what would Warhol or Liechtenstein do with a computer?'.
With a highly elaborate tour programme release alongside a stage show that fed back into the sleeve design, there is plenty to talk about in our penultimate episode.
Got questions for Steve?
Ask him anything and we'll answer your questions on the finale.
https://www.stephenaverill.com/u2y
https://www.stephenaverill.com/asksteve
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Chapter 7B - Zooropa
28m · PublishedVorsprung durch technik .. or 'Advancement through technology'.
'Zooropa', U2's 8th record, is effectively a companion release for 'Achtung Baby' that sprung out of the Zoo TV and Zooropa tour.
This release holds great significance to our story. It is the first time the computer finds its way into the design studio and thus the first digital record sleeve that Steve art directed. It marked the dawn of a new era of design.
In this shorter chat, we talk about Zooropa and the wide gamut of merchandise in the campaign including the Propaganda magazine, U2's own dedicated publication.
https://www.stephenaverill.com/u2y
www.instagram.com/stephenaverilldesign
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Chapter 7 - Achtung Baby
55m · PublishedBono has said that 'Achtung Baby' is the sound of four men chopping down the Joshua Tree.
For graphic designer and art director Steve Averill, he would also take part in this ritualistic creative evolution to make way for the kaleidoscopic explosion that was the sleeve for U2's 7th LP.
Working for the first time with designer Shaughn McGrath, we explore what happened with U2's image and design sensibility after they went away, 'to dream it all up again'.
https://www.stephenaverill.com/u2y
www.instagram.com/stephenaverilldesign
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Bonus - Death Valley '86
33m · PublishedSteve Averill and Marc Coleman in conversation in 2017 about their trip to Death Valley in 1986 to shoot the iconic cover sleeve for The Joshua Tree with photographer Anton Corbijn.
Steve and Marc add a beautiful and personal touch to the story of the great voyage to the inspiring landscape of Western USA.
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Chapter 6 - The Joshua Tree
1h 10m · PublishedIn 1986, a small crew embarked on a three day journey across the stunning landscape in the deserts of California.
This was the photoshoot for the upcoming 5th album from U2, then known by its working title of 'The Two Americas'.
The Joshua Tree would eclipse everything that came before it. It would become a critically acclaimed and top selling cultural touchstone that still looms large today.
With plenty to analyse in the cinematic design and iconic art direction for the sleeve, we come to realise that the personal stories of that journey were as important as the work carried out afterwards.
Next week we will publish a conversation from 2017 between Steve Averill and Marc Coleman, former U2 assistant, about their shared memories of being in the desert with U2 in 1986.
www.stephenaverill.com/u2y
www.instagram.com/stephenaverilldesign
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Intermission - The Night The Hype Became U2
8m · PublishedWe're taking a short break this week, but found something very interesting in Steve's archive and are briefly revisiting the night of March 4th 1978 ..
Normal service resumes next week.
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Chapter 5 - The Unforgettable Fire
1h 1m · PublishedAs U2 forge a hugely successful creative-partnership with production duo Brian Eno and Daniel Lanois on The Unforgettable Fire, the sleeve for the fourth LP brings a set of challenges.
The result is a much-loved album cover created in the 11th hour, bringing along with it some controversy and lessons learned.
We also discover how The Unforgettable Fire would lay the foundations for what would be their biggest breakthrough record (The Joshua Tree), and how some confusion amongst printers as to what colour 'magenta' actually was.
As big a record as The UF was, it ultimately was still the calm before the storm.
www.stephenaverill.com/u2y
www.instagram.com/stephenaverilldesign
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U2-Y has 14 episodes in total of non- explicit content. Total playtime is 11:07:07. The language of the podcast is English. This podcast has been added on May 7th 2023. It might contain more episodes than the ones shown here. It was last updated on May 5th, 2024 20:40.