The above video was filmed on September 28, 1991 at Tushino Airport in northwest Moscow. “Enter Sandman” was the first song of Metallica’s set, as part of a larger Monsters of Rock concert featuring Pantera, AC/DC, and other heavy metal bands.
Take another look at the video. Mute if you want. Look at the people. Count them. Best estimates are 500,000 to 1.6 million people attended. With former President Mikhail Gorbachev allegedly inviting Metallica to perform, there was free admission and so it is hard to accurately know how many were there. Lots. of. people.
Metallica have built their tribe over time. Their best-selling albums, most-played songs, and widely-attended concerts were the beginning. They moved on to fan clubs and autograph signings — and eventually the web, with 1.2 million fans on MySpace and 4.2 million more on Facebook, let alone 11,000 fans of an unofficial Twitter club, @fansofmetallica.
Market to your fans and they will love you. Share pictures and videos, if even to say hi, and they will come out en masse.