LARS ULRICH To Discuss METALLICA's Special Relationship With Band's Fans At This Year's SOUTH BY SOUTHWEST

On March 11, METALLICA‘s Lars Ulrich will join Apple Music‘s global creative director and Apple Music 1 lead anchor Zane Lowe at SXSW (South By Southwest) conference and festivals for a session at the Austin Convention Center in Austin, Texas titled “Breaking The Fourth Wall”. Lars and Zane will explore how the band is continuing to use revolutionary technology to connect more deeply with fans, bringing them truly inside their dynamic live performance. In this candid chat, attendees will hear from Lars how METALLICA has leaned into technology throughout their career to the present day, to reinvent storytelling and redefine the fan experience that ultimately breaks the fourth wall. Join this rare conversation spotlighting the special relationship METALLICA has with their fans and how they are engaged in elevating the fan experience. bringing that connection into the live performance.

Learn more and register at this location.

Back in July 2023, METALLICA put out a casting call for “superfans” of the band to possibly appear in an upcoming documentary. The filmmakers were looking for “big personalities, unique characters and unexpected stories from METALLICA fans who consider METALLICA to be their favorite band, real ‘Fifth Member’ types. All stories and walks of life” were “welcome and encouraged to reach out.”

The documentary was reportedly being produced by METALLICA and Mercury Studios, powered by Universal Music Group.

Two years ago, Ulrich credited the use of “Master Of Puppets” in 2022 in the hit Netflix series “Stranger Things” with creating a whole new generation of METALLICA fans.

As a result of the song’s appearance in the show, “Master Of Puppets” — the title track of METALLICA‘s 1986 album — went on to top of the iTunes Rock Chart and crack the Spotify Top 50.

Ulrich told Japan’s TVK: “I’m just so happy that hard music and hard rock still has a place. To see so many young people connecting with music again. . . I can see it my kids; I can see it, in the last nine months, the ‘Stranger Things’ phenomenon of so many young kids discovering ‘Master Of Puppets’ and that being a gateway to maybe more METALLICA music or to more heavy music or heavy rock music.”

Lars went on to say that the possibility for METALLICA‘s music to reach a new audience seems endless.

“I see that there’s still so much, all over the world, a coming of age when kids are 12, 13, 14 years old, to get into music and for us to be part of that discovery is an incredible thing,” he explained.

In a 2015 interview with Time Warner Cable News, METALLICA frontman James Hetfield was asked what it feels like to get such a strong reaction from the crowd every time the band performs live. He said: “Well, it’s like an ultimate family for us — especially for me. When I’m able to just be honest and ask, ‘Hey, help sing this part,’ or I screwed up the words and they sing it for me. It’s, like, ‘Man, they really do have our back.’ And we don’t look at things as mistakes. There are no mistakes that happen. There’s just unique ways of doing it for that day. We go up there and we play it. So there’s just such a freedom when you have… When the crowd has your back, there’s such a freedom to be able to even explore more up there or to even do better. ‘Cause you know you’re not out there to impress people, you’re out there just to deliver what you’ve got in you.”

In 2016, Ulrich told Vice that he and his bandmates don’t make a concerted effort to bring in new fans or win over naysayers whenever they release a new album. “I mean, we are all aware kind of aware of the fact of how wide the net is cast,” he said. “And like I said, most things that I see in the world is in grays, so it’s pretty easy with this stuff. So 40-year-olds, 50-year-olds, 30-year-olds, 20-year-olds, teens, it’s fine. We don’t go out of our way to do one thing more than the other. I think that there still there seems to be a rite of passage for 13 and 14-year-old boys and in lots of places around the world. There are still a lot of young kids. When I occasionally check our social media, I can tell that a lot of them are younger, which is cool. So I think we got a pretty good balance. There are certain places like in Scandinavia, they’re really young and there is like 14-year-old girls down in the front row. Sometimes parents bring their kids, or kids bring their parents. It’s fun.”