MUSIC

Breaking the Fourth Wall: Lars Ulrich in Conversation with Zane Lowe at SXSW

At SXSW, Metallica’s legendary drummer Lars Ulrich sat down with Apple Music’s Zane Lowe for a raw, unfiltered chat about the band’s deep connection with fans, their fearless use of technology, and their no-BS approach to storytelling. Yeah, they also introduced their new immersive concert experience for Apple Vision Pro, but let’s be real—the heart of this convo was all about Metallica’s legacy and why they still hit so damn hard today.

Metallica: A Band of My Generation

As a Gen X-er and founder of TMN, this was a special moment for me. Metallica is one of those bands that defined my era—one that still touches the very core of what music means to so many people. Growing up, their music was more than just heavy riffs and insane drum solos; it was an anthem for anyone who felt like an outsider, anyone who needed that extra push to break through. And here we are, decades later, and they’re still changing the game.

The Birth of a Lifelong Passion

Lars Ulrich got real about his first true rock ‘n’ roll awakening—seeing Deep Purple live. That night wasn’t just about hearing music; it was about feeling it, living it, breathing it. It flipped a switch in him, and he knew from then on he wanted to be as close as possible to the stage, to the musicians, to the energy. That passion led to the birth of Metallica, and the rest is history.

Lars Ulrich and Apple Music’s Zane Lowe during their conversation at SXSW 2025. Video and photo: Pablo Herrera for TMN®.

Always Ahead of the Curve

From day one, Metallica did things differently. They weren’t just making killer music; they were reshaping how bands connect with their fans. Who else was showing behind-the-scenes footage of warm-ups before shows on massive screens? Who else was experimenting with drones, new camera angles, and a first-person storytelling approach that made fans feel like they were inside the band’s world? They’ve never been afraid to mess with the formula, and that’s why their fans stick with them.

One of the most powerful moments in the chat was when Lars opened up about Some Kind of Monster. Back in 2004, showing vulnerability—especially in metal—was unheard of. Mental health wasn’t a conversation artists were supposed to have. The record label wanted to shut it down, but Metallica doubled down, trusted the filmmakers, and let the world see them at their rawest. And guess what? Instead of losing fans, they gained even more respect. People connected with their honesty in a way that no amount of polished PR ever could.

Humor & Unforgettable Moments

Of course, it wasn’t all deep talk. Lars had the crowd cracking up when he jokingly demanded that Apple give away free Vision Pro headsets. Zane Lowe fired right back, teasing that maybe Metallica should be the ones footing the bill. The audience was loving it, throwing out their own wild takes on what the “most immersive experience ever” really looks like.

The Legacy Lives On

Listening to Lars Ulrich at SXSW wasn’t just a trip down memory lane—it was a reminder of why Metallica still matters. Their music, their attitude, their relentless drive to push forward—it’s the reason they’re still packing stadiums and breaking new ground today. If there’s one thing to take away from this session, it’s this: stay real, take risks, and never stop telling your story. That’s what keeps legends alive.

LEGACY