Metallica Spotify Digital Activation

To mark the release of 72 Seasons, Metallica needed more than just a campaign, they wanted a music marketing experience that felt both personal and expansive. We created My 72 Seasons, a digital activation powered by Spotify that invited fans to explore their musical DNA. The result was a personalised, shareable playlist experience that blended each fan’s listening history with Metallica’s most iconic tracks, uniting individual taste with an immersive digital journey.

Built with a clear content strategy and seamless UX, the interactive microsite drew from decades of rock history, pulling in top global tracks dating back to 1955 and weaving them with Metallica’s catalogue to form a unique, dynamic soundtrack. Designed to drive discovery, social sharing, and fan engagement, the project became a standout example of how a creative digital agency for music can amplify a major release through smart, emotionally resonant music marketing.