When
Load was unveiled in May 1996, fan reactions were mixed, with many criticizing Metallica's new image and change in sound. Some regarded it as a betrayal of the band's heavy metal roots. In 2022, Rock commended the band for not caring what the fans think and doing "what they feel is right for them".
Load was released on June 4, 1996, The album was a commercial success, debuting and spending four consecutive weeks at number one on the US
Billboard 200 chart. In 2003, it was certified
5× platinum by the
Recording Industry Association of America (RIAA) for shipping five million copies in the United States. Its avant-garde
music video displays the band in their new image and features neo-biblical imagery, including references to the
Hieronymus Bosch paintings
The Garden of Earthly Delights,
The Haywain, and
Ecce Homo. The video won the
MTV Video Music Award for
Best Rock Video in 1996. The single became Metallica's first – and to date only – top ten single on the US
Billboard Hot 100, as well as the band's second top five in the UK, with number one positions in Australia, Sweden, and Finland. "Hero of the Day" was released as the second single on September 10. Its music video, directed by Anton Corbijn and filmed in August 1996 in Los Angeles, but was the band's second number-one single on the
Mainstream Rock chart after "Until It Sleeps". "Mama Said" appeared as the third single on November 25. Its music video, also directed by Corbijn, was filmed in November 1996 in London. It features Hetfield playing the song on an acoustic guitar, sitting alone in the back seat of a car. He travels down a metaphorical highway while the other three members peer at him through the windows. At the end, it is revealed that the back seat was a studio prop, after which Hetfield and a white horse walk off-screen. It reached number 19 in the UK. The fourth and final single, "
King Nothing", was released in the US and Canada only on January 7, 1997. It was promoted by a music video directed by
Matt Mahurin and filmed in December 1996 in
Park City, Utah. It reached number 90 on the
Billboard Hot 100 and number six on the Mainstream Rock chart.
Tour during the Poor Touring Me tour in 1996 Metallica performed various fanclub-only shows in June, after which they performed at the 1996 Lollapalooza festival. Metallica's appearance at the festival was controversial; longtime fans of the band accused them of
selling out, while regular festival attendees believed their appearance was hijacking the music and culture the festival had been originally designed to reject. Metallica performed at the festival as a headliner, sharing the bill with
Soundgarden, the
Ramones,
Rancid, and
Screaming Trees. After the Lollapalooza shows, Metallica embarked on the Poor Touring Me tour, which spanned 19 countries and ran 125 concerts from September 6, 1996, to May 28, 1997. Newsted said, "We wanted to take the music to a new generation of Metallica fans." The tour began in Europe, where the band made appearances on the British television show
Later... with Jools Holland and at the European MTV Awards in November. The American leg began in late December and spanned the entire United States and Canada. The band enjoyed their time on the road, with Ulrich stating the band members were in the best physical and mental shapes of their career. Ulrich and Hetfield married their respective girlfriends in January and August 1997, respectively. At the end of the tour, Metallica announced
Load follow-up album,
Reload, to be released in November.
Reload was composed of outtakes from the
Load sessions, with additional recording sessions taking place from July to October 1997. Upon its release, like
Load,
Reload was a commercial success, debuting at number one on the US
Billboard 200, although overall sales were less than
Load. == Critical reception ==