Featured Session: Breaking the Fourth Wall — Metallica’s Lars Ulrich With Apple Music’s Zane Lowe
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.
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.
Zane Lowe
Apple
Lars Ulrich
Metallica