Workwear brand Carhartt is recognizing the importance and value of labor by teaming up with heavy metal band Metallica’s All Within My Hands foundation, with the goal of training a new generation of skilled workers. Carhartt will donate all online sales on Labor Day 2021 to the foundation’s Metallica Scholars workforce education program, which connects students to hands-on learning and provides support to 23 schools via the American Association of Community Colleges.
The campaign also includes a video, titled Hard Rock is Hard Work, that showcases band members and young workers building a mock stage piece for Metallica at production and transportation company Upstaging Inc. COVID-19 affected the jobs not only of touring performers like Metallica but also the armies of skilled tradespeople responsible for sets, lighting, audio and other vital but rarely spotlighted areas.
“To build the workforce of the future, we need to connect more people to the training and education that helps fill essential jobs,” said Janet Ries, VP of Marketing at Carhartt in a statement. “With our partnership, we’re sending the message that whether you’re in high school looking for a first step, or out of work looking for a new start, come join the skilled trades. What better time to recruit job seekers into these exciting, high-demand opportunities than on Labor Day?”
The workers featured in the video were themselves recruited via a “want ad” designed to raise funds and connect people toward workforce education opportunities. The inspiration came from the 1981 “musicians wanted” ad taken out in a Los Angeles newspaper by Metallica’s Lars Ulrich — an ad that landed him and his soon-to-be band co-founder James Hetfield with their own dream jobs.