The potential release of an EP was first announced by U2 bassist
Adam Clayton in an August 2010 U2.com video, after stating that the band was not yet ready to release another album. In mid-October, listings for the EP appeared on
Amazon, with a release date of 22 November. Details of the release were officially announced on 26 October with the track listing and release date information, along with details about its exclusive release to independent record stores, despite its listing on Amazon. On the day of the EP's release, U2.com streamed all three tracks for the site's subscribers for a 48-hour period. The EP originated with the creators of
Record Store Day as an exclusive release as part of the "Back to Black Friday" program along with over 30 releases from other artists. The program's objective was to draw customers to independent record shops on
Black Friday and throughout the 2010
holiday shopping season, as opposed to
big-box stores and shopping malls. An owner of a Milwaukee, Wisconsin store compared ordering the EP to
roulette, saying he "ordered 15 [copies] hoping to get 6". Twenty of the copies were given away in a December 2010
sweepstakes for U2.com site subscribers.
Pre-orders for the EP were available from online retailer The Ideal Copy, but had sold out by the end of October, almost a month prior to the release. New Jersey–based retailer Vintage Vinyl Records described the EP as an "Indie-Exclusive Black Friday item", and also sold pre-orders online, but had ended pre-orders early to ensure copies were available for Black Friday. On the day of its release, several record shops in the US reported
Wide Awake in Europe as one of their best-sellers. The EP was sold for around US$10–20, ==Content==