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