By Robyn Collins
Metallica have already released videos for three songs from their new album Hardwired… To Self-Destruct, “Atlas, Rise!,” “Moth Into Flame” and “Hardwired.”
Now, the band has announced that there are nine more videos coming — one for every track on the album. “You have to accept the way that the world is spinning,” drummer Lars Ulrich told the Strait Times. “Now that YouTube is the world’s biggest television station, we figured we may as well knock a video out for every song.”
Ulrich admits that shooting the video while preparing for the release of Hardwired… To Self-Destruct has kept the band occupied. “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 said. “It’s crazy but, at the same time, fun.”
Part of the fun, Ulrich added, comes from the increased flexibility that goes with heading 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,” he said. “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.”
Hardwired… To Self-Destruct comes out November 18.