ON THE WORLD STAGE
U2 – Though AMP Visual is a relatively new entity, its founders have worked together as a team for a number of years. Steve Averill and Shaughn McGrath’s relationship with U2 goes back to the band’s very beginning. It began with the very first poster and has carried on through every album campaign and beyond. There are few collaborations in the music industry that have been as fruitful for both parties.
It has given the band a sense of consistency and it has allowed U2’s brand to be carefully monitored, developed and protected. In that light, it is no different to any corporate brand. Crucial to the working relationship is a mutual respect and an understanding of what the band is and what they mean to their many fans, without ever slowing the process down or preventing it from exploring new horizons with the band’s visual language.
From the time of the band’s first sleeve, a 7″ vinyl called U23, the relationship has grown and expanded. Through Boy, War, The Joshua Tree and Achtung Baby, All That You Can’t Leave Behind up to No Line On The Horizon bar Rattle and Hum – the one album not directly designed by us, and through to the related marketing campaigns, singles, tour merchandising and video packagings beyond, the range and scope of involvement continues to grow and is a reflection of the mutual respect that both parties have for each other.
Projects have also included high profile books such as the extensive band history U2 x U2 and the book on the band’s record-breaking U2360 world tour – From The Group Up. The AMP Visual team are currently involved in a number of U2 related projects that utilize their unique understanding of the band’s ongoing visual language.