Tarmac Act: Musician Dave Carroll mourns his broken guitar

To the dismay of every iPhone/iPod-connected twenty-something, there are still a few humans who have not yet seen the music video, United Breaks Guitars. Some haven’t even heard of it.

It’s a good story so let’s catch up.

About a year and a half ago, singer-songwriter Dave Carroll and his band, Sons of Maxwell, were headed to a performance. They flew United Airlines with a connection in Chicago. There, at O’Hare Airport, Carroll says baggage handlers chose to throw his guitar rather than stow it. The damage was significant, and the repair estimate came in at around $1,200.

Carroll tried to get United to accept responsibility for repairs; but after a year of getting nowhere, he informed United that his band would make not just one, but a trio of music videos to commemorate the way the airline had treated him.

You can see where this is going.

United probably thought that Carroll had more bravado than bravura; but to the viral delight of more than five million You Tube viewers, the singer was true to his word. The first video, United Breaks Guitars, has brought fame to the Sons of Maxwell, while the airline has become the current symbol of big business attitudes gone bad.

We’ve all encountered those companies that put a higher value their internal policies and red tape than on their customers. In such circumstances most of us huff and puff until our friends don’t want to hear any more about it. Sometimes we write a vitriolic letter. But here comes Dave Carroll to set that frustration to music — a gentler yet more powerful approach to upbraiding the company that was once the home of friendly skies.

The band’s second video, United Breaks Guitars: Song 2, was released a couple of days ago and has chalked up 200,000 views already.

So, United may have a PR problem (some would say self-inflicted), but you have the opportunity to hear the complaint and tap your toes at the same time:

United Breaks Guitars: Song One
United Breaks Guitars: Song Two
Dave Carroll Music

‒ Peg Prideaux, CTC
082509