After expanding their charity the All Within My Hands Foundation to financially support more community colleges, Metallica is now celebrating after raising $377,450 for the Metallica Scholars Initiative.
Over Labor Day weekend, the band teamed up with workwear brand Carhartt on the initiative. The clothing brand donated all of their sales proceeds on Monday (September 6) to the band's cause.
"Thank you, Carhartt! Thank you, shoppers! Thank you, AWMH supporters! Labor Day was an exciting day for All Within My Hands," the charity tweeted on Tuesday night (Sept. 7).
"You helped raise $377,450! We are excited to turn this donation into more training, more tools, and more certifications by expanding our program to reach even more people interested in the skilled trades across the US."
THANK YOU, @CARHARTT! THANK YOU, SHOPPERS! THANK YOU, #AWMH SUPPORTERS! You raised $377,450 & we're excited to turn that into more training, tools & certifications for people interested in the skilled trades. #LaborDay #HardRockIsHardWork #MetallicaGivesBack #MetallicaScholars pic.twitter.com/LFywVGnD6k— All Within My Hands Foundation (@AWMHFoundation) September 8, 2021
“Carhartt and All Within My Hands are bound by our shared passion for supporting workforce education," said AWMH executive director Dr. Edward Frank in a statement. "As two organizations dedicated to providing opportunity, we hope to expand the Metallica Scholars program to include even more schools this year and to get even more students trained for a career in the skilled trades."
Additionally, the Carhartt campaign tapped into a bit of Metallica history. Almost four decades ago, a legendary classified ad drummer Lars Ulrich placed in a Los Angeles newspaper teamed him up with singer James Hetfield. According to a video made about the Carhartt campaign, the company similarly used a classified ad to recruit young workers for a skilled trades workshop at Upstaging: a live music and events production company.
The want ad promoting the Labor Day event aimed to recruit a new generation to take on skilled trades as the nation faces a labor shortage, especially in the live events space, according to AWMH. The reimagined ad featured bandmembers from Metallica paired with copy containing a World War-era "We Want You" feel. Job seekers and supporters alike were directed to visit Carhartt's website to learn more about how to get involved with Metallica Scholars.
"A few lucky job seekers who answered the ad attended the stage-building workshop hosted by our friends at Upstaging, who have worked with Metallica for decades and put on shows for some of the biggest names in the music and entertainment business," the band's charitable foundation said.
Metallica launched their Metallica Scholars Initiative in 2019 with support for 10 community colleges in the United States. Last year, that number expanded to 15 schools and in 2021, the initiative has offered support to 23 community colleges. The band’s foundation will invest $1.6 million for selected schools. Additionally, a contribution will come from Wolverine Boots and Apparel.
Watch a video about the Carharrt campaign below.
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Article Image: A purple-colored Metallica logo on a green background. (finnish wiki [Available through Public Domain] via Wikimedia Commons.)