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"Back in the U.S.," the new
DVD by Paul McCartney, represents a technological breakthrough: For the first
time, Apple users will be able to access Internet-based bonus content.
It wouldn't have happened without McCartney's personal intervention. The
world-famous artist worked with InterActual Technologies on what he calls his
"secret Web site," an online collection of live concert footage,
backstage moments and other material that didn't get included on the
two-hour, 36-song DVD. McCartney spokesman Paul Freundlich said the artist
was disappointed to learn that only PC users could view it.
McCartney decided to use his clout, and got Apple CEO Steve Jobs on the
phone. Soon thereafter, InterActual CEO Todd Collart found himself in the
same room with the two household names, and a solution was under way.
"The infrastructure just hadn't been available before," Collart
said. "But now it is, with InterActual doing the development and Apple
providing the resources. Apple has been great at supporting us."
McCartney realized that Macs represent only about 5% of computers. "But
at the end of the day, it didn't matter to Paul if it was one or 100
people," Freundlich said. "He turned over every single stone to
make sure that everybody could get access to this content."
The Web presence is a constantly updated work in progress and may in fact
turn out to be an ongoing project. "What this secret site does is create
tremendous flexibility for the future," Freundlich said.
Mac-using music fans may never know that McCartney made this technology
possible. Collart is well aware of it, however. As he put it, "There's
nothing like having Paul McCartney call Steve Jobs to make something
happen."
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