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Lars Ulrich, co-founder and drummer of Metallica, has established himself as a significant figure in heavy metal, recognized for his percussive contributions and business acumen.
Metallica, including Lars Ulrich, has entered into commercial deals with brands such as Coca-Cola. Ulrich noted the band turns down a large majority of such proposals.
Lars Ulrich collaborated with Stone Brewing Company on 'Enter Night Pilsner,' a venture described as organic and effortless by Ulrich.
Metallica teamed with Coke Zero for a concert in Antarctica.
Vans has partnered with Metallica, as evidenced by a video featuring Pat Moore meeting Lars Ulrich to discuss music.
Lars Ulrich endorses TAMA Drums and hardware. He unveiled a limited-edition signature kit to celebrate 40 years with the brand.
Lars Ulrich was born on December 26, 1963, in Gentofte, Denmark. The son and grandson of tennis players, Ulrich initially pursued tennis, even moving to Los Angeles at age 16 in 1980 with aspirations of professional training. However, his interests shifted significantly after attending a Deep Purple concert in 1973 and receiving his first Ludwig drum kit around age 12 or 13. He discovered British heavy metal band Diamond Head in 1981, which deeply influenced his musical direction. Upon returning to the U.S., Ulrich placed an advertisement in a local classifieds newspaper, leading to his meeting James Hetfield and the formation of Metallica.
In 1981, Ulrich co-founded Metallica, securing a spot in a compilation album of local metal bands titled “Metal Massacre.” He was instrumental in naming the band, adopting “Metallica” after suggesting his friend use “Metal Mania” for a fanzine. Ulrich became known for his fast, aggressive thrash drum beats, which were a hallmark of Metallica’s early work, featured on albums such as “Kill ‘Em All” (1983), “Ride the Lightning” (1984), and “Master of Puppets” (1986). His drumming incorporated techniques like the double bass drum, notably showcased in the song “One” from the album “…And Justice for All” (1988). Post-1991’s “Metallica” album, Ulrich embraced a more simplified drumming style, reducing his kit from a 9-piece to a 7-piece to complement the band’s evolving hard rock sound.
Beyond his musical contributions, Ulrich has demonstrated business savvy. Between 1998 and 2002, he co-ran a record label called The Music Company with Metallica accountant Tim Duffy, though it ultimately folded. In April 2000, Ulrich became a prominent advocate against file sharing, testifying before the U.S. Senate Judiciary Committee regarding Metallica’s lawsuit against Napster for copyright infringement. The case concluded with an out-of-court settlement, resulting in the banning of over 300,000 Napster users. In 2009, Ulrich, along with other Metallica members, was inducted into the Rock and Roll Hall of Fame, making him the first Dane to receive this honor. He was later knighted with the Knight’s Cross of the Order of the Dannebrog by Margrethe II of Denmark on May 26, 2017.
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