METALLICA’s Official Web Site Gets Makeover

Website Pipeline, a Greenville, outh-Carolina-based web development firm, recently launched the new official web site for METALLICA.

Two years ago, METALLICA decided to fold all three of their sites (,, into one definitive source for all things METALLICA located at The goal was to provide an enhanced experience for Metallica Club (official fan club) members and fans and to streamline internal business processes.

The merged web site provides easy access to the band’s history, complete touring information, photo galleries, videos, timelines, wallpapers, message boards, and fun facts and details about every album, video, song, tour date, band member and event. It also includes a store loaded with METALLICA merchandise, and online registration and renewals for fan club members. The fan club members also use the site to access concert ticket pre-sales, limited edition product sales, and a massive private archive of articles, magazines, photos, and videos.

“It has been a great experience working with the METALLICA team and their web site is a tremendous addition to our portfolio of work. METALLICA is worldwide brand and we appreciate their confidence in our ability to deliver a web site that meets their needs,” said Brian Seidel, CEO of Website Pipeline.

The web site was opened to the public on March 28. Within hours of posting a message on their Facebook wall and tweeting about the new site, METALLICA drove millions of visitors to the web site.

Website Pipeline designs, builds, hosts, and supports ecommerce websites that integrate with popular ERP systems. Since the company started in 1999, Website Pipeline has deployed over 1,000 websites for companies throughout North America.