Metallica: a Video for Every ‘Hardwired … to Self-Destruct’ Song
Metallica has already released videos for three songs from their forthcoming album ‘Hardwired … to Self-Destruct’: the title track, 'Moth Into Flame' and now 'Atlas, Rise!' (watch it below) 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.”
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 (out Nov. 18), it’s also 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”, Ulrich explained. “It’s crazy but, at the same time, fun”.