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. 

Speakers: Zane Lowe, Lars Ulrich

SXSW 2024 takes place March 08 - 15, 2024.

SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of tech, film, music, education, and culture.

SXSW 2024 takes place March 08 - 15, 2024.
SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of tech, film, music, education, and culture.

SXSW 2024 takes place March 08 - 15, 2024

SXSW

SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together. SXSW takes place every March in Austin, Texas.

Connect with SXSW:

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Twitter: https://twitter.com/sxsw
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SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together. SXSW takes place every March in Austin, Texas.
Connect with SXSW:
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