Jake Berry, a tour producer with more than thirty years of experience, describes leading the U2 360° Tour as the most difficult, and rewarding, project he's ever undertaken. "It was the longest production load out that I've ever experienced in 30 years. I've had breakfast on a load out, but I've never had lunch."
The 360° Tour was the biggest and most profitable tour ever completed, bringing in over $736M, hitting a total attendance of 7,268,430, and running for over two years. The tour's physical presence was equally gargantuan, a massive four-pronged construction reminiscent of an alien that weighed 400 tons. "People stop on the highway to take a picture of this alien ship landing in a small, sleep Belgian town was pretty fun. And then moving it for the first time..."
Below, Berry talks to Billboard about the difficulties and rewards of the massive undertaking, and being "sad to see it end."