Dr Mumbo

Salesforce and Metallica: The day hardcore thrash metal and cloud marketing came together

Now and again, news crosses Dr Mumbo’s desk – or more accurately lands in his inbox – that just doesn’t look right.

Something that’s out of place, that’s absurdly incongruous.

So it was this morning, when a press release arrived from Edelman.

It’s fair to say that Dr Mumbo did not expect to see hardcore thrash metal rockers “Metallica” and “Cloud Marketing” appear in the same sentence during his lifetime.

But there it was.

“Metallica brings fans closer with Salesforce”, the press release proclaimed, as it detailed the bands achievements and revealed how Metallica has embraced cloud marketing.

Hell, they didn’t just embrace cloud marketing, they were positively thrilled by it, according to Metallica drummer and co-founder Lars Ulrich.

“We’re excited to be working with Salesforce to create new next-level fan experiences—it’s going to be way cool!,” he said, apparently.

“Way cool?”

Metallica have been with us for almost four decades, taking the music world by storm in the 1980s with their raucous, aggressive sound, alongside the likes of Megadeth, Anthrax and Slayer.

And now they’re chatting about cloud marketing.

Heaven help us.

Metallica is using the technology to connect with fans across email, mobile and social media and enables the creation of personalised content and experiences.

“Music to me is about connecting people and sharing experiences together,” Ulrich added. “We see technology as a way to bridge the divide between us and our fans and bring them closer.”

Dr Mumbo is no doubt of the merit.

But just sometimes he wishes for the good old days when cloud marketing was pie in the sky and rockers left the sensible stuff to the suits and did what they do best – go nuts on stage.


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