Metallica Optimizes B(r)and for Digital


There are great content distribution lessons to be learned by watching the digital music space. Likewise, these content creators can also teach us quite a bit about brand building.

A short piece in Brand Republic about Metallica’s new album caught my attention. I was especially interested in the excerpt below. It touches on optimizing the presentation and delivery of the Metallica brand and their music across digital media.

The new album cover features a remarkable white coffin image, resting in a grave and surrounded by a magnetic field. The image was created to be recognizable, even on a cell phone screen. David Turner, a partner at Turner Duckworth, said: “It’s not just about sleeve art anymore, it’s about creating icons that work across media” (emphasis mine).



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