Metallica to Release Free Halloween Masks, Offer Fans the Chance to Hear Their New Single Thirty Minutes Before the Rest of the World

  • Axl Rosenberg

Metallica have announced their latest marketing strategy for their new album, Hardwired… to Self-Destruct, and it’s, um, interesting:

“No surprises this time around! We’re giving you some heads up that we plan to unleash the next track from Hardwired… To Self-Destruct, ‘Atlas, Rise!’ to you streaming online and via your favorite radio station this Halloween (October 31st) at noon PDT. Keep reading for details on how you can hear it early!

“To help you get into the Halloween spirit, starting this Friday, October 28th, fans around the world can visit select independent record stores for the chance to obtain a free limited edition Hardwired… To Self-Destruct Halloween mask. Inside of each mask, you’ll find a special access code that will allow you to hear ‘Atlas, Rise!’ 30 minutes prior to its official release on Halloween. To see a complete list of participating record stores, click here.

“We’re less than a month away now… looking forward to celebrating Halloween with you as we take the next step toward the release of all 12 songs!”

Wow, thirty whole minutes? That’s amazing. I’m gonna go set up camp outside one of these record stores right now.

I suspect the lame lead time is part of an attempt to make sure that the song doesn’t wind up on the internet before it gets to radio. So now radio stations may have as many as one opportunity to play the song before everyone hears it regardless. I guess that’s good.

Hardwired comes out November 18. Stay tuned to learn how you can hear it five minutes before it’s Spotify!

[via The PRP]

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