An album launch moment with a real difference for an unbelievably unique artist.

An artist that has become one of the leading brands in the skate & lifestyle space. From Justin Bieber to The Weeknd, Billions to Jimmy Fallon….Metallica’s cultural significance has never been higher.

What started off as an album launch show ended up being collaboration in every sense of the word.

From the initial idea of a show stemmed co-branded social filter’s executions, assets for Metallica to use globally, and a Vans PR campaign that saw Metallica end the year as one of the most talked about music marketing campaigns in the world.

From one-off band merchandise available on the night, to the re-emergence of an old ‘tallica’ Vans skate shoe the venue was decked head to toe in collaborative noise.

Be it the trademark Vans chequerboard wall as you entered the venue, a personalised Metallica / Vans Snapchat filter, Metallica’s ‘Hardwired’ album assets projected inside & outside of the venue or the limited edition giveaways the lucky fans were given on their way out of the venue – if the story could be woven together, it was.

Metallica ‘s Fan Club were given a chance to win tickets to the show exclusively on Metallica’s official website whilst fans could also win tickets from the Vans website.

In order to maximise the global impact of the launch we worked with Vans to produce a global live stream of the show (driven through MetallicaTV & Youtube).

The gig was streamed by over 550,000 on the night, and received a further 1.5m views in the next seven days. The show received amazing coverage across a variety of mainstream global press (ranging from exclusives on Billboard & Rolling Stone to NME, GQ & Esquire) and has already been highlighted in the US as one of the Best pieces of Music Marketing in 2016. The Metro’s reviews summed it all up when they gave the gig 5 stars, saying the show “acted as the perfect, sweat-fuelled introduction to their new record.” Who are we to argue?

•Kick-started a campaign that has the 3rd biggest opening week sales of 2016 & a Grammy nomination.

•Over £70million generated in editorial PR value from the noise created.

•Over 2 million social engagements on the campaign around the release of ‘Hardwired’.

•Over 280k organic engagements generated on Van’s channels.