Metallica Are Filming a Video for Every ‘Hardwired … to Self-Destruct’ Song
The band has already released videos for three songs from the album — "Atlas, Rise!," "Moth Into Flame" and the title track, all of which you can watch above — and as they recently told the Straits Times, that's just the beginning. Plans call for the group to post music videos for all 12 of the tracks on the record, a promotional decision that's both forward-thinking and defiantly old-school.
"You have to accept the way that the world is spinning," drummer Lars Ulrich argued. "Now that YouTube is the world's biggest television station, we figured we may as well knock a video out for every song."
It sounds like a simple enough idea, but with a tour looming, along with all the promotional work that goes along with putting out a new album through your own label, it's also — as Ulrich put it — a "giant undertaking," and making it work meant ironing out more than a few logistical wrinkles.
"The practicality of shooting 12 music videos is kind of crazy, especially when you're trying to promote your record, and you're all over the place, and trying to make sure it doesn't leak," he explained. "It's crazy but, at the same time, fun."
Part of the fun, added Ulrich, stems from the increased flexibility that goes with helming the band's Blackened Recordings label — and figuring out how to navigate a music industry that's been in digital upheaval for more than 15 years.
"Twenty to 30 years ago, there was a right way and wrong way to do things, but now it's just what suits you the best because it's a whole new game out there," said Ulrich. "It's almost like the music business is the Wild West now; you kind of roll the dice and hope it all works out the best way possible."
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