‘Enter Tradesman:’ Metallica’s nonprofit teams with Carhartt for building trades recruiting


Diving letter:

  • The workwear brand Carhartt has teamed up with All Within My Hands, a non-profit organization founded by the members and management of the heavy metal rock band Metallica, to bring a new generation of workers into the craft.
  • Carhartt has announced that he will donate all Labor Day online sales to AWMH’s Metallica Scholars, an initiative designed to help students learn skills and services when entering business schools and programs.
  • The Christmas campaign reproduces a 1981 “Musicians Wanted” ad placed in a Los Angeles newspaper by Metallica drummer Lars Ulrich, which eventually led to the formation of the band.

Dive Insight:

The two and a half minute video shows the band members reminding a little of the recruiting efforts from WWII and talking about the importance of the craft. During the advertisement, students and job seekers are given guidance to visit Carhartt’s website to learn more about how to get involved with Metallica Scholars.

Metallica founded the AWMH organization to encourage people to find craft jobs knowing that the music tour industry is inextricably linked to the craft. Metallica has been touring for decades and had to postpone gigs when the pandemic first started.

“The music industry, and the country in general, can’t function without the craft,” Metallica frontman and guitarist James Hetfield said in the video. “Behind every concert we play and every song we sing, there is a symphony of carpenters, electricians, workers, welders, truckers, mechanics, painters and much more who make everything possible. But we need more of you. “

Like the title of the band’s 1993 hit, “Sad But True,” the number of craft workers is dwindling and has been exacerbated by the pandemic. In addition, millions of people in the live events industry became unemployed when it closed and the industry has still not fully recovered.

To keep up, the construction industry will have to hire at least 430,000 more workers in 2021 than in 2020, according to one Analysis by associated builders and contractors March. That number could climb to 1 million in the coming years.

The industry has already turned to music for recruiting. In January 2020, St. Louis subcontractor UP Companies worked with Howard “Chingy” Bailey Jr. to create a song and video called. to write and produce “Old Construction Road”, Parody of the hit “Old Town Road” by rapper Lil Nas X.

When speakers and job fairs didn’t get the job done, UPCO hoped to reach young employees more creatively, UPCO President Michael B. Kennedy Jr. said at the time. The video had more than 23,000 views on YouTube in early September.



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