SXSW 2025 Livestream and On Demand Keynotes & Featured Speaker Sessions + VOD Portuguese and Spanish language translations presented by Itaú (these will be available within 48 hours of VOD publishing).
Ahead of the next leg of Metallica’s M72 World Tour and an upcoming project with Apple, founding member and drummer Lars Ulrich sits down with Apple Music’s global creative director and Apple Music 1 lead anchor, Zane Lowe, for a conversation exploring how the band is continuing to use revolutionary technology to connect more deeply with fans, bringing them truly inside their dynamic live performance. In this candid chat, attendees will hear from Lars how Metallica has leaned into technology throughout their career to the present day, to reinvent storytelling and redefine the fan experience that ultimately breaks the fourth wall. Join this rare conversation spotlighting the special relationship Metallica has with their fans and how they are engaged in elevating the fan experience.
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24 Comments
My man Lars looking old, sick, skinny and frail with that vegan diet he’s following but hey, if he’s happy good for him I guess 👍🏻
Lars Ulrich and Metallica themselves were like the embassador of musician to talk about their things in the world of RockNRoll!! Metallica living legend!🤘💪🏻
Damn Lars is so skinny these days
Imagine if Lars would have ever even noticed one of these loser haters and not made the black album because of it, how empty will be the metal music and basically our lives the real heavy metal fans of America 🇺🇸
Yea for 6k you can get close.
Lars is one of the best drummers in Metallica
Put your phone down and enjoy the interview… a much better version of it is being shot than you will ever get on your cell phone…it’s sxsw people. 😂
He looks 10 years older than he is. Not meaning to be disrespectful. He mightn’t be well
Couple of right royal nobheads tbf
They could have picked a different interviewer instead of Zane the DB. You could regenerate the Amazon rainforest with the amount of fecal matter this guy shoots out.
All that tofu is really speeding up lars’ muscle loss
He's a little bit too skinny…
Hope everything's ok with him cause I love him and Metallica. Take care man, you're a living legend.
Never been a fan.
Lol Zane was not amused by the Steve Jobs joke clearly. Really awkward moment 42:57
Lara is the king! 🙌
Lars smells like old people
Niel Peart!! Your favorite drummer's favorite drummer.
Lars, although he looks skinny, is actually very healthy. A man his age undertaking lots of exercise on stage is more healthier being just underweight. He's ripped and fit as a fiddle. He's probably aware that less fat means a healthy heart and can ward off heart attacks. Also, his drums are triggered so hes not bashing them like in the 1980's. Him and Hetfield are definitely taking TRT. Hetfield definitely 100%
Large Oilrig 🤘😎
This guy spends too much time kissing the ass of his guests and its boring. Its an interview bud, try something different… get into a conversation that no one has heard before from Lars. Be unique, be different, be better……. repeated interview comments and questions are a bore and the ass kissing is over the top.
Lars 🥁🥁🥁🥁🥁🥁🥁
I always tell people who haven't been to a live Metallica show that there is no experience that quite compares to being on the field at a stadium show with 80k people screaming "Seek & Destroy!" in unison. Or when those same 80k people singing Marianne Faithful's ending to Memory Remains for 5+ minutes after the band stops playing.
But Jason’s fan boy side was never taken into consideration when he joined the band. 🙄🧐
I’m an not a huge Metallica fan music-wise, but I’ve always been impressed with how the band created their kind of fan and business empire over the years. They are definitely one of the best for connecting with their fans in a real genuine way. It’s impressive how committed Metallica fans are. Cool to see.