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When U2 Did Much In The Biggest Way Possible

August 20th, 2014


If there is one thing Much will always be known for, it’s our ability to throw the best live events and street parties you’ve ever seen. Over the course of 30 years, we’ve shut down the streets around Much headquarters for everything from the MMVAs and Much On Demand, to Live@Much interviews and Intimate & Interactive concerts with some of the biggest names in all of music and entertainment.

Just a couple of weeks ago we had thousands of screaming fans in the parking lot to see 5 Seconds of Summer perform live. Bringing you close to your fave superstars is what we love to do!

On May 25th 2001, Much hosted one of the BIGGEST live events in our 30 year history. It was the first and only time that all four members of U2 appeared live in the Much environment. We called it U2 Does Much.

Literally thousands of fans lined up for hours, if not days, in the rain to catch a glimpse of the rock legends, shutting down both Queen and John Streets.

U2 had just released their new album All That You Can’t Leave Behind in October 2000, and were enjoying somewhat of a career “comeback” after the underwhelming reception to 1997’s Pop album. They had also just mounted one of their biggest tours ever in the spring of 2001, so Bono & Co. were pretty much on top of the world at the time.

Making their appearance at Much even more unique, Much cameras followed U2 from the moment they got off the stage of their sold-out concert at the Air Canada Centre that same night, right to our headquarters at 299 Queen Street West, complete with police escort! This was a first for us, and it was also the first time a live Much event began at 11:45 pm!

I’ve been at Much for many huge live events, and I was an intern when U2 Does Much aired in 2001. I can honestly say that in all my years at Much, this U2 appearance truly was one of the biggest and most important events I’ve ever been a part of. It’s not every day that you can say you were in the same room as the biggest band in the world, and it is also one of the only events (other than the MMVAs) where it was literally ALL hands on deck. If you were working at Much on May 25th 2001, you were a part of U2 Does Much.

In celebration of Much’s 30th Anniversary we’re going to be looking at more amazing live events, like u2 Does Much, all month long. We’ll also be sharing more personal and behind-the-scenes stories from past and present Much employees. Keep up with the great anniversary content on and by using the hashtag #ForeverYoung. Our special, 30 YEARS OF MUCHpremieres Saturday, Aug. 30 at 9 p.m. ET.


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