INSIGHTS

BLUP used CULTURE LAB to decode Metallica’s evolving fanbase, analysing digital music trends and audience behaviours. The goal—honour the legacy, attract new fans, and push engagement beyond streaming.

STRATEGY

Music is more than sound—it’s an experience. BLUP crafted a multi-sensory album launch, transforming 72 Seasonsinto a visual and digital event that bridged generations and amplified fan connection.

CREATE

London’s Outernet became a Metallica takeover. 8K digital screens, album-inspired 3D visuals, and motion-synced animations brought the music to life, creating an experience as powerful as the sound itself.

IMPACT

• Expanded reach, pulling in both new and lifelong fans
• Revolutionised album launches, fusing digital & physical engagement
• More than a moment—a movement, redefining how artists connect