The Day That Never Comes - Metallica marketing online

August 21, 2:32 PMBusiness ExaminerDarrell Proctor

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Using technology as a marketing tool is big business, particularly for musicians.

How many artists have launched their careers with a page on MySpace? (Katy Perry comes to mind immediately.)

Metallica is taking advantage of the Web by releasing its new single The Day That Never Comes over the Internet. It's from the album Death Magnetic, scheduled for release Sept. 12.

By the way, Metallica's MySpace page is here. It's also interesting to note that tickets to some of the band's early show on its tour to promote the album are available only online, and only to members who have signed up online to be eligible to buy them.

An earlier post on this page noted how Blendtec - a company that sells blenders - has used viral video in a marketing campaign that has made the firm (and some of its employees, particularly marketing director George Wright) Internet celebrities. It's the kind of out-of-the-box thinking that can thrive when teamed with technology, and its something that businesses that hope to be successful can't ignore. 

And be on the lookout for one of Metallica's next moves - a pairing with Guitar Hero on a Metallica version of the game.