Lars Ulrich: Metallica turn down 19 out of every 20 approaches from brands

download (5)James Swift, features editor at Campaign, reports on the latest thoughts from Metallica drummer Lars Ulrich, which were voiced at a press conference yesterday (22 June) at Cannes Lions.

Lars Ulrich, the drummer and co-founder of heavy metal band Metallica, says his band accepts one in 20 approaches by brands for commercial deals.

Ulrich was speaking at a press conference at The Cannes Lions International Festival of Creativity yesterday (22 June).

The drummer, whose band has struck commercial deals with brands including Coca-Cola, said: “You just sit there and get presented with a lot of options. I would say that we say yes to one out of 20 things.

“It’s about timing – who the brand is, what they’re offering. It’s pretty straight forward. Is it someone you want to get in bed with or not? Mostly it’s not.”

Read the full article: Lars Ulrich: Metallica turn down 19 out of every 20 approaches from brands

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