90 Malik Sharif Simonson, Peter (2001). » Social Noise and Segmented Rhythms: News, Entertainment, and Celebrity in the Crusade for Animal Rights « . The Communication Review 4, S. 399–420.Springorum, Björn (2011). » Neuer Metal, neue Inhalte – neues Selbstverständnis?« Metal Ham-mer. Extreme Aggression Sonderheft 2011, S. 18–21.Teutsch, Matthew (2008). » Dante in a Modern Context: A Review of Sepultura's Album Dante XXI « . LATCH: A Journal for the Study of the Literary Artifact in Theory, Culture, or History 1, S. 159–180.Walser, Robert (2001). » Thrash Metal « . In Stanley Sadie (Hrsg.), The New Grove Dictionary of Music and Musicians (Bd. 25, 2. Aufage). London: Macmillan, S. 431. Diskographie V. A. (1987). Animal Liberation. Wax Trax! WAX 025.Sepultura (1989). Beneath the Remains. Roadrunner RR-9511-2.Sepultura (1991). Arise. Roadrunner RR-9328-2.Sepultura (1993). Chaos A. D. Roadrunner RR-9000-2.Sepultura (1996). Roots. Roadrunner RR-8900-2.Sepultura (2006). Dante XXI. Steamhammer SPV 99812 CD. Abstract Animal rights activism is deeply embedded in » Western « popular culture at the be-ginning of the 21st century. A multitude of celebrities of all trades, members of mainstream culture as well as of subcultures, use their fame to promote this cause. In recent decades a number of music videos were published that are obviously meant to raise awareness for animal rights. Thereby, these music videos transpose music videos’ function as advertisement media to the realm of popular politics. The article inquires into this issue by way of a case study of the song » Convicted in Life « by the Brazilian metal band Sepultura. The song was published as a track on the al -bum Dante XXI (2006) and also as a music video. The article traces intended, pos-sible, and likely readings of this song in its different manifestations and as part of a variety of social practices. User comments on YouTube are critically analysed to as-sess the success and failure of the intended propagation of animal rights activism.