Marketing Music with Games

Metaliica and Guitar Hero make a powerful marketing team.
In the three years since Guitar Hero stole the video game stage, fast-fingered consumers have bought more than 22 million units. Now, Activision and developer Neversoft are looking to kick the franchise up a notch with Guitar Hero: Metallica, launched this spring 2009.

Designed to challenge hard-core players, the game “is a lot harder, especially on drums. Well, it’s a lot harder all around, to tell the truth,” says lead designer Alan Flores. “Most of the songs have a higher level of difficulty, certainly at the end of the game when you are playing the old-school Metallica stuff where you play really, really fast and there’s lot of double bass (drum) playing, fast guitar playing and crazy leads.

The time is right for a Metallica game.

The band is back atop the heavy metal world. Its latest album, Death Magnetic, has gone platinum after premiering at No. 1 on Billboard’s Top 200 chart — its fifth consecutive album to do so.

It also received four Grammy nominations,best rock album, best recording package, rock instrumental (Suicide and Redemption) and best metal performance (My Apocalypse) and the band is a 2009 Rock and Roll Hall of Fame nominee.

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