Salesforce (NYSE: CRM), the global leader in CRM, today announced that Metallica is deploying Salesforce to transform the way they engage with their fans across every digital touchpoint.

Metallica is one of the world's most renowned metal bands, with more than 120 million albums sold and accolades including nine Grammys and Sweden's prestigious Polar Music Prize. For 37 years, the band has consistently innovated and broken-down barriers in their interactions with their fans, who now account for more than 60 million followers across Facebook, Instagram, Spotify, Twitter and YouTube—making them one of the most "social" bands online. Metallica recently partnered with Salesforce to take fan experiences to new heights as they geared up for their WorldWired Tour, currently playing across North America.

"Music to me is about connecting people and sharing experiences together," said Lars Ulrich, Metallica drummer and co-founder. "We see technology as a way to bridge the divide between us and our fans and bring them closer. That's why we're excited to be working with Salesforce to create new next level fan experiences—it's going to be way cool!"

Metallica is deploying Salesforce Marketing Cloud to get a single view of fans across email, mobile and social media. This will allow them to create personalized content and experiences for different types of fans, and deepen relationships with the entire Metallica family on social media. Metallica also launched its new website on Salesforce Commerce Cloud, which provides improved merchandising tools and functionality, as well as AI-powered ecommerce. This will make it easier to shop online, with exclusive access to tickets, content and merchandise highly curated for each and every Metallica fanatic.

"When it comes to deep fan engagement there is no better band than Metallica," said Alex Dayon, president and chief strategy officer, Salesforce. "With more than 60 million social media followers and millions of live performance tickets sold this year, Metallica is changing the game in connecting fan experiences across every channel to deliver experiences that are truly unique. Salesforce is thrilled to be a trusted partner on this journey."

Learn more about how Metallica is transforming fan engagement at Dreamforce, September 25th-28th, 2018. Metallica will be speaking during the Dreamforce keynote pre-show on September 25th, and the Metallica experience will be featured in the Dreamforce Customer Success Expo. Metallica will also be performing at Dreamfest, the concert for UCSF Benioff Children's Hospital, on September 26th, 2018 at San Francisco City Hall & Civic Center Plaza. Find out more at this location.