AC/DC Shitstormstruck

Angus has hearing problemsThere’s a shitstorm going on against AC/DC. The most dedicated fans of the most dedicated fan community that you can imagine are turning against the band. AC/DC Italia decided to shut down their much respcted and famous-among-fans website. Pictures like the one in this article spread in the community. 

The band managed for six years to keep it secret that Malcolm Young was facing dementia and nobody else learned about it. But now road crew members turn to the media with shocking internal information. It’s terrible. AC/DC have lost control over their brand perception. How did that happen?

They may not care, because with Axl Rose as singer, stadiums will fill up with Guns N’Roses fans who will fill in the gaps left by AC/DC fans. So what? – It is an interesting case to learn from.

Why is one of the most dedicated fan community turning against their heroes? – Because Brian was fired? – We don’t even know this. And that rumor is not the reason.

The answer is hidden in AC/DC’s brand identity. In The AC/DC Strategy I explain the core values of AC/DC. The relevant selection of values that AC/DC stands for and that apply in this case are: reliability, loyality, humbleness and authenticity.

Axl Rose stands for the opposite of all of these values, except authenticity. (That only comes into play in the context of all those rumors about the true reaons behind all that.) Axl uses to leave the stage when he doesn’t like the audience. He presents himself as an arrogant guy who gives a f*** about the fans. And now he is presented as the guest vocalis following on this reliable, loyal and nice guy Brian Johnson? Fans perceive this as a serious breach of faith.

Found a better singer than AxlIt could have worked if Brian would have made the announcement. But without Brian’s blessing, dedicated fans, who live and breath these values, could not accept this. And they didn’t.

The following shitstorm only calmed down after Brian made a statement and gave his blessings.

It helped a bit but it didn’t help very much.

And the reason for this is that Brian made the statement alone, not together with the band. Now people wonder if he did it by himself in a deserate attempt to save the band’s reputation, while the band missed that opportunity. It would have given much more credibility had they done this together.

Here is what would have worked: a singer like Mark Storace or Steven Tyler who represents the same or similar values and is so engaged with his own band that he clearly is only a guest singer. An announcement together with Brian Johnson.

That chance was missed.

Is there anything else they can do now?

May this?

  1. Fly in Brian Johnson to Lisbon, have him go on stage and open the show by explaining the situation and introducing Axl personally as a guest vocalist for only this year.
  2. Make sure Axl doesn’t leave the stage during Have A Drink On Me.

Part 1 is not going to happen. Part 2…

AC/DC Without Brian Johnson Or Angus Young?

I was in the middle of writing a 2nd edition of«The AC/DC Strategy» (in German «Das AC/DC Prinzip» when the news about singer Brian Johnson having to stop hit. The major change to the 1st edition was to include the following thoughts, which arose already when rhythm guitarist Malcolm Young was replaced by his nephew Stevie Young. No true fan of AC/DC would have thought AC/DC could continue without Malcolm Young. But then they did and even released a new album, the first one without Malcolm. In my opinion «Rock Or Bust» is even one of their best albums ever. Can the members of AC/DC be replaced without damage to their brand?

The current discussion and wild rumors about AC/DC hiring a new singer made me wait with the 2nd edition and reconsider these thoughts and the discussion I had with the new (and former) rhythm guitarist Stevie Young in June 2015. I will not comment on any of the rumors but the question whether Brian Johnson can be replaced without AC/DC becoming their own tribute band is keeping the fan community busy and concerned.

If the band continues their current tour without Brian Johnson many of their most loyal fans – most of them since three decades – will either sell their tickets or go and watch the new band only as a reminder of «the real AC/DC» they once celebrated. Is there a way to replace Brian Johnson without such a «damage»?

As I have shown in my book «The AC/DC Strategy» AC/DC has a strong, simple and very clear concept of who they are, what music they play, how they interact with their audience and who their audience is. In general my analysis has shown that they follow the 14 Strategic Campaigning Guidelines, as far as one can tell from the outside.

But is AC/DC a concept band that has the power to replace Brian Johnson without damage to their brand and fan community? – I don’t think so, unless they change a few things, especially their current communication.

In my understanding a concept band would be a band following a clear concept of who they are, which music they play and how they interact with their fans, with members that can be replaced without damage to the brand. In a concept band individuals do not count; only the roles they play. These roles must be clearly defined.

In this understanding AC/DC as we know them cannot be a concept band. First of all, as Stevie Young expressed it when we talked: Angus Young cannot be replaced. If he stops, AC/DC stops.

Second there is the fact that AC/DC had more or less – with short interruptions – the same members for more than three decades now. And when in 2014 two members had to be replaced, the band came back with the same musicians who replaced them earlier temporarily.

Loyalty is a core value of the AC/DC brand. This does not mean that it is also a value of the band. A brand is more what an audience perceives about a company, organization or product, not what it truly is. However, if a brand value is not reflected by visible corporate behavior, the brand will be damaged.

As a consequence of loyalty being a brand value, it has become one of the core values of the AC/DC fan community. If being an AC/DC fan makes a person more loyal or if AC/DC simply attracts loyal people does not matter in this context. But true AC/DC fans are loyal as much to their friends as they are to the band’s individual members. We know who these members are and if there is another guy on stage this will not go unnoticed. Should Brian Johnson be replaced without transparent and understandable explanation, many fans will turn away from the band. This has been expressed in endless E-Mails and online discussions.

Can AC/DC continue to provide the world with AC/DC-style hard Rock’n’Roll music, even if the remaining members one day have to be replaced, can AC/DC turn into a concept band without damage to the brand and the fan community?

In order for this transformation to succeed, the following conditions must be met:

  1. AC/DC must publicly respect the value of loyalty: Ideally Brian Johnson should be the one to announce his successor. At least he must publicly express his support. This is the only way to assure acceptance by the most loyal part of the fan community and give the new singer the authority to step into Brian’s and Bon’s footsteps. It would also demonstrate respect to the value of loyalty and respect to Brian Johnson whose contribution to the band as their singer for 36 years cannot be denied.
  2. Should option 1 be impossible, due to heavy disagreements within the band, then the band must at least provide the fan community with transparent and understandable information – again as a sign of respect to the value of loyalty.
  3. The band should officially announce a new era of AC/DC as a concept band in which individual musicians can be replaced. There is enough understandable reason for this: even Angus has to stop one day and if the world wants to get more AC/DC music it is time to think about a future for the band without its founding members, of which only one is left anyway.

Of course, there will be more things to consider, like legal issues etc. but as far as the brand is concerned and the loyalty of the band’s fan community these few recommendations would serve to make the transformation possible. As a result AC/DC would stand for an idea, for a concept of Rock’n’Roll music that can be further developed and continue to provide the world with the music and emotions that AC/DC stands for.

Should AC/DC replace Brian Johnson without respect to loyalty there is a huge risk of the band becoming a shadow of themselves and touring smaller venues, perceived as their own tribute band – like so many bands did before and are still doing.

It’s a lot about respect. And writing about this: I do respect a lot what Angus, Brian, Bon, Chris, Cliff, Malcolm, Mark (Evans), Phil and the others have done for AC/DC, for us fans and for the heritage of Rock’n’Roll. And out of this respect the world should stop speculating about potential successors for Brian and wait for official information instead.

AC/DC without Briand Johnson and Angus Young? – Hard to imagine but not completely impossible.


Da verkauft einer mein Buch «Das AC/DC Prinzip» auf eBay für doppelt so viel wie es offiziell bei amazon kostet…

Hier zum normalen Preis:

How it came that I talked with AC/DC about quantum mechanics

It’s no big secret that I’ve been a hard-boiled AC/DC fan for 35 years. And of course I always wanted to meet them in person, but that seemed unattainable.

Last October, the goal seemed within reach. I learned a week in advance that they would be in London to shoot the video for the new album Rock Or Bust. Many of my friends would fly there and can now be seen among the 500 fans who attended the film shoot. But I stayed with my wife, who had her birthday on the same  day and wished herself a motorcycle tour with wellness and hiking, so I surprised her with that. (However, I dreamed all night of AC/DC).

To save our marriage, I told her, she would have to make sure that during the next tour I can snap a selfie of Angus and myself. Of course I could not really expect it, but our marriage had to be rescued.

And so two friends and I took a first attempt on 21st May in Munich. We left the concert before the end and drove to the hotel where the band was supposed to stay. But other than that we got to know Paul Panzer (a famous German comedian), who also stayed there and also waited for AC/DC, nothing happened. It turned out that they were at another hotel.

Well I grabbed the ambition. I put our investigator on the issue, in which hotel they would be in Zurich. However, he was not as fast as my mate André and I together. Two days before the concert we walked around the venue and looked at the stage setup. André met a tour photographer who said AC/DC were going to be at the same hotel as during the last tour. I again knew where that was.

So the next day André drove quite early there and waited outside the hotel. In fact he saw Angus and his wife, but they were shielded. Approximately an hour later he called me again to tell me that he had just received an autograph from Angus. I cursed, because I thought that tis was it now. But André said singer Brian Johnson was still out somewhere and maybe we could meet him when he comes back.

So I rode my Harley there to see what would happen. In fact, Brian came back shortly afterwards. He was immediately surrounded by a dozen fans who wanted autographs and pictures, but then were too pushy, so he left very soon.


We thought that tis was it now, stayed briefly, but when we were about to leave, I discovered Stevie Young, as he was smoking a few yards away from us and was talking to two people, one apparently from the crew.


Although he kept looking over at us, he made no move to come over. I thought he might be just too shy. So I waved at him, he waved back, I waved him over, he said goodbye to the two and came to us. We chatted for an hour with him. When he learned that I am a physicist, he showed himself as a physics fan and we talked about interpretations of quantum mechanics and other physical phenomena, about the possibility that we create the world with our expectations and the mythology of the Australian aborigines.


Of course, his role as a successor to Malcolm Young was an issue, too. He told us how Malcolm had asked him to replace him, but first he asked Angus for his approval. Sad Story …

I told him about my book, «The AC/DC Strategy». This interested him very much. I had tried at noon to deliver to the band five copies, via the hotel reception. But the staff refused to take them, on the grounds that they would admit that AC/DC stayed with them if they would accept the books. Stevie called someone from the crew and asked him to take care of this. What I found especially funny was that he did not want to give him my business card, maybe because the flash in our logo stands not only for interventions, but also for AC/DC. This pleased him particularly well.

After about an hour there was a photo session and autographs. Someone asked him about a plectrum. He reached into his pocket and pulled out a handful of them, all seemingly unused, and he distributed them. Then he got one that seemed particular, because he paused, looked at the plectrum and then at me and gave this plectrum to me with the words, «I used this to play For Those About To Rock at the last concert in Madrid. It is totally worn out».


Then he left us. We thought for a second time, this was it, kept chatting a little further and wanted to leave, as André suddenly said, «Here comes Angus».

In fact, Angus was just very relaxed strolling from the hotel lobby, probably to smoke, saw us, came straight to me and asked, «Are you back again?». I laughed and replied that I had not been there before, but it was nice to finally meet him and shook his hand. After that we chatted for two hours about everything under the sun.


Of course, I talked with him about my book and about physics. He wondered how I can apply physic in my current job. I replied that the logical-analytical, and creative thinking is very helpful. Others asked him several questions, including about his favorite guitar. Of this he had two, that were built in the late sixties or early seventies, both Gibson SG. He uses them almost exclusively in the studio. One,however, fell during the opening of a cabinet during a tour in Japan, the neck broke, and although it was mended, he can barely use it because it sounds different now. While an electric guitar wood body should have no effect on the sound, Angus thinks that the timber body has an impact on how you play the guitar and therefore an indirect influence on the sound.

Another issue discussed was the radio transmitter between guitar and amp, and how Malcolm in New York tested the first  one and was thrilled because it enabled them to play even louder than with a cable. The company that produced it, no longer exists today. He had 11 pieces of it, but with time, the sweat made them all broken.

Then we still came to the special sound of AC/DC which no other band can imitate properly. In my opinion next came only the band ’77 from Barcelona, in their original composition. Angus did not know them, although the band once knocked on his doorstep and gave their albums the Angus’ wife Ellen. Angus confirmed what his wife had said back then, that he wouldn’t listen to music younger than the seventies, because he does not want to be influenced by it. Then however, he got curious and I played Big Smoker Pig for him. His comment: «Very close, but they use smaller amps». It continued with stories of how they composed during the seventies in the rehearsal room until exhaustion, so long that actually permanently at least one of them was asleep. Of course, the my other three friends talked to Angus as well. He then signed autographs and we made a photo session and then he left.

IMG_0210 IMG_0216What was I particularly impressed by, was how normal this encounter was. I can now confirm what is written in my book: there is no difference between these world class Rock’n’Roll stars  and their fans, except that the band is on the stage and the fans are in front. Other bands of this caliber would not take so much time for their fans and would not be so easy going. The AC/DC strategy relies very heavily on modesty, loyalty and service mentality. Perhaps this has to do with Melbourne, the place that accelerated their career, and where the common saying of service personnel, which one hears, reads: «Wer’e here to serve you.»

After that I saw the two during their stay in Zurich only during the concerts on Friday and Sunday.

But on Monday morning at 7:11 clock in the morning (!!!) – for a rock band surely in the middle of the night – Stevie sent me an e-mail, that at the reception deck an autographed copy of my book was ready for collection. So it was. In the evening when I picked it, the hotel staff told me that the band had left in the morning. Next time I’m going to see AC/DC it will be in a different light. But above all, my marriage is saved 🙂


Wie es kam, dass ich mit AC/DC über Quantenmechanik plaudern konnte

(I’ll have this post translated into English soon)

Es ist kein grosses Geheimnis, dass ich seit 35 Jahren hartgesottener AC/DC-Fan bin. Und natürlich wollte ich sie mal persönlich kennenlernen, aber das schien immer unerreichbar.

Letzten Oktober schien das Ziel in greifbare Nähe zu rücken. Ich erfuhr eine Woche im voraus, dass sie in London das Video zum neuen Album Rock Or Bust drehen würden. Viele meiner Freunde flogen hin und sind nun unter den 500 Fans zu sehen, die dem Filmdreh beiwohnten. Ich jedoch blieb bei meiner Frau, die am gleichen Tag Geburtstag hatte und sich eine gemeinsame Motorradtour mit Wellness und Wandern wünschte, womit ich sie dann überraschte. (Ich träumte allerdings die ganze Nacht von AC/DC).

Zur Rettung unserer Ehe sagte ich ihr, sie müsse dann aber dafür sorgen, dass ich bei der nächsten Tournee mit Angus ein Selfie knipsen kann. Natürlich konnte ich das nicht wirklich erwarten, aber unsere Ehe musste gerettet werden.

Und so unternahmen zwei Freunde und ich einen ersten Versuch am 21. Mai in München. Wir verliessen das Konzert vor Schluss und fuhren zum Hotel, wo die Band angeblich wohnen sollte. Doch ausser dass wir Paul Panzer kennenlernten, der ebenfalls dort wohnte und ebenfalls auf AC/DC wartete, passierte nichts. Es stellte sich heraus, dass sie (mittlerweile?) in einem anderen Hotel waren.

Nun packte mich der Ehrgeiz. Ich setzte unseren Ermittler auf die Frage an, in welchem Hotel sie in Zürich sein würden. Der war allerdings nicht so schnell wie mein Kumpel André und ich zusammen. Zwei Tage vor dem Konzert schauten wir uns den Bühnenaufbau an. Dabei traf er einen Tourfotografen, der sagte, AC/DC seien im gleichen Hotel wie während der letzten Tournee. Ich wiederum wusste, wo das war.

„Wie es kam, dass ich mit AC/DC über Quantenmechanik plaudern konnte“ weiterlesen

Was eigentlich ist AC/DC?

Diese Frage beschäftigt mich vermehrt seit die Band wieder auf Tournee ist.
In meinem Buch «Das AC/DC Prinzip» hatte ich Ende 2012 zum Strategischen Campaigning Grundsatz Nr. 4 (Aufbauen auf bestehenden Stärken) geschrieben:
«Aufbauen auf bestehenden Stärken kann man dann, wenn man sich seiner eigenen und wichtigsten Stärken überhaupt bewusst ist, und dann gezielt darauf aufbaut, sie pflegt und weiter ausbaut. «Konzentration auf Symbole», «permanente, strategische Ausweitung von Vernetzung und Terrains – unter Beachtung der „Konzentration der Kräfte”», «offene und selbstkritische Auseinandersetzung mit den eigenen Stärken und Schwächen, ohne Rücksicht auf Verluste», «Wiedererkennbarkeit und Redundanz in der Kommunikation», «never change a winning Team», sind weitere, im Zusammenhang mit AC/DC relevante, Interpretationen dieses Strategischen Campaigning Grundsatzes.
«Never change a winning team» ist die offensichtlichste der Interpretationen. Seit 1980 hat es – mit Ausnahme der mehrjährigen Auszeit von Schlagzeuger Phil Rudd und einer kurzen Auszeit von Malcolm Young – keinen Wechsel in der Band gegeben. Und Phil kam zurück.»
Wer die Musik von AC/DC versteht, weiss auch, wie wichtig das war. Oberflächlich betrachtet scheint es, wie wenn Lead-Gitarrist Angus Young und Sänger Brian Johnson die Hauptrollen spielen. In Wahrheit jedoch könnten diese beiden ihre Jobs bei weitem nicht so gut erledigen, wäre da nicht die Rhythmus-Sektion, bestehend aus Phil Rudd, Malcom Young und Cliff Williams. Jeder einzelne von ihnen spielt eine sehr individuelle und wichtige Rolle. Die Musik von AC/DC wäre einfach anders, würde man sie austauschen. Wer genau zuhört, stellt zum Beispiel fest, dass Malcolm niemals genau auf den Takt anschlägt. Es gibt immer eine ganz leichte Verzögerung zwischen Schlagzeug und Rhythmus-Gitarre. Diese Verzögerung gehört zu dem, was die Musik von AC/DC so einzigartig und gleichzeitig wiedererkennbar macht. Sie baut auch die Spannung auf, durch die die Musik getragen wird. Diese Verzögerung ist einer der Gründe, warum es nur wenigen Bands gelingt, so zu klingen, wie AC/DC, obwohl viele es versucht haben.
Keine drei Jahre später stimmt diese Aussage nur noch teilweise. Denn der Gründer und «Kopf» von AC/DC – Malcolm Young – befindet sich mit Demenz in einem Pflegeheim und kann sich angeblich nicht einmal mehr daran erinnern, dass es AC/DC überhaupt gibt. An der Rhythmus-Gitarre steht nun sein drei Jahre jüngerer Neffe Stevie Young. Schlagzeuger Phil Rudd muss sich wegen Drogenbesitzes und Mordandrohung vor Gericht verantworten und wurde wieder durch Chris Slade ersetzt. Sowohl Chris als auch Stevie waren schon einmal für Malcolm und Phil eingesprungen, in den achtziger Jahren, als diese wegen Alkoholproblemen jeweils eine Auszeit nehmen mussten.
ACDC and RosieIn Nürnberg, an meinem ersten Konzert während dieser Tournee, konnte ich deutliche Unterschiede hören und dachte, AC/DC sind nun halt nicht mehr wie ich sie kenne, sie sind Teil der Geschichte und das war’s. Doch schon beim nächsten Konzert in Dresden änderte ich meine Meinung. Es war kein Unterschied mehr zu hören und auch in der neuen Besetzung – genau genommen ist Angus nun das einzige verbliebene Gründungsmitglied – wird die Band bis in die hinterste Reihe fast manisch gefeiert.
Die Riten der Konzerte haben sich ein wenig geändert. The Jack wird nicht mehr gespielt und Angus macht auch keinen Striptease mehr. Aber trotzdem ist jedes Konzert identisch. Auf AC/DC ist Verlass.
Was würde passieren, wäre auch Angus nicht mehr dabei? Oder Brian? Könnte die Band weitermachen, indem sich die Neuen die bekannten und eingespielten Rituale zu eigen machen, darauf aufbauen und sie höchstens nur langsam weiter entwickeln? Sind die Menschen ersetzbar, weil die Band etwas Grösseres verkörpert, das über die Summe der Personen hinausgeht? Was eigentlich macht AC/DC aus?
Ich werde diese Frage mit Michel Philipona diskutieren, der für das Brand Identity Angebot bei  business campaigning GmbH verantwortlich ist. Mal schauen, was er dazu sagt. Seine Antworten werde ich dann wieder hier veröffentlichen.
For those about to rock, we salute you!

Michael Schumacher, die Rega und wie die Medien funktionieren

Gestern rief 20 Minuten an, um mich zur Frage zu interviewen, ob der Tod des Rega-Kadermitarbeiters im Zusammenhang mit der Herausgabe der Krankenakte von Michael Schumacher für die Rega ein Problem darstellen könnte (s. Artikel mit meiner Stellungnahme hier).

Ich sagte, es käme sehr darauf an, wie die Rega nun kommuniziert, aber wenn sie keine Fehler machen, sondern bei den Fakten bleiben und sich zuerst einmal um die Angehörigen ihres Mitarbeiters kümmern würde, sei nicht mit grösseren Imageschäden und Spendeneinbrüchen zu rechnen. Teil 1 wurde dann ausgelassen, weil „schon ein anderer Kommunikationsberater“, der ebenfalls interviewt worden war, darauf hingewiesen hatte. Die Medien brauchen spannende Geschichten, die sich oft durch Widersprüche ergeben. Der „andere“ Kommunikationsexperte Marcus Knill sagte eigentlich das gleiche wie ich, durch das Auslassen von Teil 1 ergab sich aber ein scheinbarer Widerspruch. Ich dachte mir dazu, kein Problem, denn einerseits regt dies zum Nachdenken an und zweitens können beide Experten sich so differenzieren, ganz im Sinne der Erkenntnis, dass es weniger wichtig ist, besser zu sein, als anders zu sein (Zitat aus Das AC/DC Prinzip).

When Rock’n’Roll meets Business Strategy it sounds like AC/DC

Today I started promoting my new book and sent the following media release to various Rock’n’Roll magazines. Curious, what’s going to happen.

When Rock’n’Roll meets Business Strategy it sounds like AC/DC

„The AC/DC Strategy – Rock’n’Roll and the 14 Strategic Campaigning Guidelines for Marketing, Communication“ is a new book written by Switzerland’s campaigning theory pioneer Peter Metzinger. Since 19th February the book is available in English.
Cover_The AC:DC Strategy_V01In his latest book Peter Metzinger examines how AC/DC, without even knowing them, comply with the so called «14 Strategic Campaigning Guidelines». These success factors are guiding principles that Metzinger „discovered“ in 1998 when he was working on a comprehensive campaigning theory as a foundation for lecturing at universities. According to Metzinger, complying with these guidelines will increase the probability of being successful, whether in political campaigns, general marketing, corporate communication or corporate strategy.
The book explains also, how these success factors can be implemented in practice and how they can be used both in personal and professional enterprises to foster success. They are guidelines that every business, every organisation and every band should know, as they are at the core of every strategy.
The author has been an AC/DC fan since 1980, a physicist (university master degree) since 1990. He worked for 13 years as a Campaigner and Campaigns Director at Greenpeace. Since 1998 he has been working as an independent strategic consultant, campaign manager and agency owner. He is a lecturer at various universities of applied sciences and further education institutions, as well as a startup trainer at various Swiss universities.
Click here for Kindle version
Click here for Paperback version

Table of contents
  • Introduction
  • AC/DC
  • The 14 Strategic Campaigning Guidelines
    • SCG 1: Polarizing, profiling, positioning
    • SCG 2: Controling the agenda
    • SCG 3: Concentrating forces
    • SCG 4: Building on existing strengths
    • SCG 5: Maintaining flexibility
    • SCG 6: Tenacity and perseverance in the pursuit strategy
    • SCG 7: Impact orientation and alignment of objectives and means
    • SCG 8: Utilizing synergies and multiplication effects
    • SCG 9: Awareness and foresight
    • SCG 10: Unité de doctrine
    • SCG 11: Efficiency and simplicity
    • SCG 12: Thinking in scenarios
    • SCG 13: Complying with success principles of communication
    • SCG 14: Building golden bridges
  • About the author
  • Sources
Media professionals may order a free copy for reviews by Email to – don’t forget to provide the receiver’s address. If you prefer a Kindle version, we will send you a voucher.
The book is also available in German: Das AC/DC Prinzip
Further information
business campaigning Switzerland GmbH
+41 44 440 44 10

Nachtrag zum Beitrag von gestern: Das AC/DC Prinzip ist seit gestern als Taschenbuch erhältlich

Als ich Das AC/DC Prinzip am 25. Oktober veröffentlichte, geschah dies aus Zeitgründen erstmal nur als Kindle-Edition. Erst danach suchte ich einen Verlag für die Taschenbuch-Ausgabe. Verschiedene Gründe bewegten mich schliesslich dazu, den Print-On-Demand-Service von Amazon in Anspruch zu nehmen. Damit ging es dann recht schnell. Seit gestern gibt es das Buch nun auch als Taschenbuch.

AC/DC bei iTunes – und nun?

Am 19. November gab Apple bekannt, dass nun auch AC/DC auf iTunes vertreten sind. Dies nachdem die Band sich mehr als zehn Jahre geweigert hatte, bei iTunes mitzumachen. Vor allem aber kurz nachdem mein neuestes Buch, „Das AC/DC Prinzip„, gerade eben fertig war, in dem ich unter anderem darauf eingehe, dass und warum AC/DC so lange nicht bei iTunes waren.

Laut eigenen Angaben sieht sich die Band als Album-Band. Sie wollten angeblich nicht, dass man auf iTunes einzelne Songs kaufen kann. Tatsächlich bietet iTunes den dort vertretenen Bands aber die Wahl, nur ganze Alben zu verkaufen. Dass AC/DC davon keinen Gebrauch machen, sondern auf iTunes einzelne Songs anbieten, wirft eine ganze Menge Fragen auf.

Hat die Band ihre Strategie aufgegeben und verraten?

Und sollte ich mein Buch nun kurz nach der Erstveröffentlichung schon umschreiben neu auflegen? – Ich habe mich dagegen entschieden. Zum einen hat die Band sehr lange am Konzept festgehalten, so dass die wesentlichen Aussagen in meinem Buch durch diese jüngste Entwicklung nur unwesentlich beeinträchtigt werden. Zum anderen kennen wir die Gründe nicht. Jede Strategie funktioniert nur so lange, wie die dominierenden Umfeldfaktoren sich nicht wesentlich verändern. Vielleicht gab es also gute Gründe, diesen einen Schritt zu machen, um den Kern der Strategie beibehalten zu können.

In den kommenden Jahren werden wir vielleicht mehr erfahren.