Dave Carroll’s viral hit “United Breaks Guitars” strikes a chord and causes a corporate headache!
In a melodious blend of frustration and creativity, Canadian country musician Dave Carroll turned a travel mishap into an anthem that echoed around the world, causing more than just a stir for United Airlines. The ordeal began when Dave Carroll, a member of the band Sons of Maxwell, discovered that his guitar, valued at $3,500, had suffered severe damage at the hands of United’s luggage handlers during a flight across the US.
Despite his initial attempt to carry the guitar onboard as hand luggage, Carroll was forced to check it in, leading to the unfortunate incident. What followed was a months-long back-and-forth with United Airlines, which failed to resolve Carroll’s grievance. But rather than let the issue slide, Carroll, armed with his musical prowess and a rightful grudge, decided to fight back in the most 21st-century way possible: through a viral video.
Embed from Getty Images“United Breaks Guitars,” the result of Carroll’s musical retaliation, hit the internet in July 2009 and quickly became a sensation. With its catchy chorus—”You broke it, you should fix it, you’re liable, just admit it, I should’ve flown with someone else, or gone by car, ’cause United breaks guitars”—the song didn’t just resonate with frustrated travelers; it became an outright PR nightmare for United Airlines.
Carroll’s inspiration for the song stemmed from a particularly troubling flight to Chicago, where upon disembarking, a fellow passenger noticed United’s baggage handlers throwing guitars on the tarmac. This alarming observation confirmed Carroll’s worst fears when he found his guitar damaged.
The song’s impact was immediate and immense, racking up millions of views on YouTube and drawing widespread attention to United’s handling of the situation. Contrary to some reports, the viral hit did indeed leave a mark on United’s reputation, though claims of it affecting the company’s stock price might have been overstated. Regardless, the damage was done, and United found themselves scrambling to contain the fallout.
In a surprising turn of events, United’s managing director of customer solutions reached out to Carroll personally to apologize, even suggesting that the song be used in United’s training videos—an offer that underscored the song’s impact.
Dave Carroll’s “United Breaks Guitars” stands as a testament to the power of social media and the arts as tools for consumer activism. It serves as a cautionary tale for corporations everywhere, reminding them of the importance of customer care and the potential consequences of negligence. Meanwhile, Carroll’s experience has become a legendary tale of how one man, armed with a guitar and a grievance, strummed his way into the annals of customer service history.
