Metallica are the most successful metal band of all time, with more than 150 million album sales worldwide. They’ve been around since the 1980s and have attracted new fans while retaining old ones as the decades have passed.
None of this is by chance, though. Metallica have actively sought ways to expand beyond their music and ensure that they’re seen in as many places as possible. For metal acts that strive for the same longevity and success, Metallica provide an excellent blueprint to follow.
Why Is it Advantageous to Build a Franchise in Modern Entertainment?
When you think of entertainment franchises, it’s often television shows and films that come to mind. These frequently expand into other forms of entertainment and often inspire spinoffs and sequels too. Hollywood may have pioneered this model, but it’s now being seen in many other places too.
For example, Big Bass Bonanza online is a fishing-themed slot game that’s part of a much wider franchise of Big Bass titles. There are now more than 20 games available, giving players a variety of ways to encounter the series. This is being seen with other games in iGaming and on other platforms, showing how developing a franchise can be a strong marketing strategy.
One of the main reasons to develop a franchise is to increase the chances of being discovered, as all the titles in a series can help promote the others. Metallica realised the need to make sure they entered as many markets as possible, as different groups connect with them in different ways.
Metallica Have Explored Various Ways to Reach Fans
You can compare the journey of a successful metal band like Metallica to the growth of a franchise in other sectors of entertainment. They initially connected with fans through live shows and album releases. Over time, the more content that they put out there, the more touchpoints there are for people to discover them.
One of the best ways that Metallica have essentially grown their franchise has been through expanding into other content, including documentary films and live concert recordings. The various films have included Metallica: Through the Never, Metallica: Some Kind of Monster, and most recently, Metallica Saved My Life. There have been countless concert films too, including Quebec Magnetic and S&M2.
Another way that Metallica have expanded has been through the use of dedicated platforms and exclusive content. The Metallica Black Box is a digital museum with various unseen photos, videos, and studio outtakes. It’s free as well for members of the Fifth Member fan club, meaning the content is highly accessible. There’s also the Fifth Member community, which gives dedicated fans access to additional content and benefits.
Metallica have evolved greatly over the years, and have clearly realised the importance of embracing a franchise approach to their music and related content. Other metal acts that wish to be as successful should explore modern methods of expansion, such as through documentaries, games, and even dedicated platforms that house all their content online. As new technology emerges, there’s a good chance that Metallica will keep adapting.
