The research project revolves around the Danish metal culture and maps the processes taking place in the promotion of metal bands’ concerts. The contents and conclusions of this research is with a focus on the Danish metal scene, but it can be applied to other niché genres and other Western countries. The research provides an ethnographic subcultural analysis of metal fans (with charecteristics), a study of online communities and elements of the Internet, and tool assessments for applied usage in subcultural marketing. The title of this book, “Promoting Metal: Digital Promotion of Concerts”, is derived from the original title of the BA project “Metal: A Marketing Perspective on Digital Promotion of the Live Experience”. This BA was written by Stud. Cand.negot in Marketing, Martin Nørlev, who holds the title B.Sc. Media Science & Marketing and is currently finishing his master thesis on Social Media Marketing at the University of Southern Denmark.