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Metallica Invest in TrillerNet

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Metallica are diversifying their portfolio.

The much-ballyhooed metal band have become investors in TrillerNet, parent company to Triller, VERZUZ, Triad Combat, Triller Fight Club, FITE, “and other leading media brands.”

I’ve never actually heard of any of those things, but Triller is apparently a video-sharing social network that “encourages its influencers to post the content created on the app across different social media platforms—and uses proprietary AI technology to push and track their content virally to affiliated and non-affiliated sites and networks, reaching millions of additional users.” The platform reportedly has 65 million monthly active users. That’s impressive, obviously, so long as you don’t compare it to Facebook (2.89 billion active monthly users) or TikTok (1 billion active monthly users).

Other famous musicians who have invested in the platform include Marshmello, The Weeknd, Snoop Dogg, and Lil Wayne. According to the press release, “Terms of [Metallica’s] investment are confidential,” which makes me think in this case, “investment” may be synonymous with “endorsement deal.” Like, Metallica and Snoop hit the pavement trying to get Triller’s numbers up in exchange for stock in the company or whatever.

Metallica recently performed at Triller’s Triad Combat’s debut event on November 27 at Globe Life Field in Arlington, Texas. That event also included fights featuring Derek Campos, Frank Mir, Matt Mitrione, Mike Perry, and Kubrat Pulev. The aforementioned press release boasts “Over the last year, Triller’s Triad Combat and Fight Club have sold over 3,000,000 pay-per-views making it one of the top-selling combat sports/entertainment platforms.”

Metallica’s co-manager, Cliff Burnstein, comments:

“Metallica’s music is a natural fit with combat sports, and in Triller, we’ve found the perfect partner. The event opened our eyes to myriad possibilities, and we see greatness ahead for Triller. This investment represents our confidence in that shared future.”

What the press release did not include was a link to any sort of Metallica/Triller account. And using Google only brings up other versions of this very story. So they’re off to a good start. I guess the whole idea here is that Metallica can post Triller videos on other platforms, but still. This just seems like Marketing 101 shit.

Metallica will play two 40th anniversary shows this weekend, both of which will be livestreamed online for free. To coincide with those shows, the band recently announced a series of events in their hometown, dubbed “the Metallica San Francisco Takeover.” Learn more here.

Metallica also recently launched their own master class on Master Class, so that someday you, too, may be an investor in the next Vero.

Upcoming Metallica Live Dates
12/17/21 — San Francisco, CA — Chase Center [fan club only]
12/19/21 — San Francisco, CA — Chase Center [fan club only]
6/15/22 – Copenhell – Copenhagen, Denmark [tickets]
6/17/22 – Firenze Rocks – Florence, Italy [tickets]
6/19/22 – Prague Rocks – Prague, Czech Republic [tickets]
6/22/22 – Rock Werchter – Werchter, Belgium [tickets]
7/1/22 – Mad Cool – Madrid, Spain [tickets]
7/6/22 – NOS Alive – Lisbon, Portugal [tickets]

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