Pop is the ninth studio album by Irish rock band U2. It was produced by Flood, Howie B, and Steve Osborne, and was released on 3 March 1997 on Island Records. The album was a continuation of the band's 1990s musical reinvention, as they incorporated alternative rock, techno, dance, and electronica influences into their sound. Pop employed a variety of production techniques that were relatively new to U2, including sampling, loops, programmed drum machines, and sequencing. Recording sessions began in 1995 with various record producers, including Nellee Hooper, Flood, Howie B, and Osborne, who were introducing the band to various electronica influences.