A BRAND EXPERIENCE AGENCY WHERE MODERN CULTURE MEETS CREATIVITY + INNOVATION
Reimagining Music Engagement for the Digital Age
EMI X METALLICA
CREATIVE DIRECTION
EVENT
3D MODELLING
RESEARCH & STRATEGY
We started by getting under the hood of Metallica’s evolving fanbase, tapping into key trends in how younger audiences engage with music digitally. Combining these insights with our deep knowledge of the music scene, we crafted a strategy that spoke to both die-hard fans and fresh listeners alike, keeping the band’s legacy alive while connecting with the new generation.
INNOVATION
BLUP took over London’s Outernet with an immersive launch space that brought "72 Seasons" to life. We used 8K digital screens, synced with album-inspired visuals and 3D animations, to create a mind-blowing experience that repped Metallica’s iconic identity in a way that was bold, loud, and unforgettable.
IMPACT
Our insight-led approach gave Metallica a fresh boost, expanding their reach to a younger crowd. The experience redefined how fans connect with music, fusing cutting-edge tech with killer creativity to deliver a launch that wasn’t just a moment — it was a movement.