Photo by Erik Aratari

How A7X Were Able To Pull Off Surprise Album Release

Avenged Sevenfold's new album, The Stage, took fans by surprise when it was released last Friday (October 28) and announced the night before.

Frontman M. Shadows tells us that pulling that off was no mean feat, and it had help from professional wrestler and musician buddy Chris Jericho, who put out an Instagram last month with an incorrect title (Voltaic Oceans) and release date. But the process was still involved, according to Shadows:

"There were a couple of corporate issues...We wanted to get the record in stores; It was the first time a band was gonna put a physical release out as a surprise date. So they had to make their orders and we knew that it would go up on their site and we would be able to take it down, but we didn't want people to see it go up. It's a thing you can't get around...So we actually had Chris Instagram that fake title to kind of smokescreen it so people were worried about and no one noticed Amazon had a date up. So by the time we took it down, December 9 had grown into this big thing. But...actually it worked to our advantage 'cause it made kids think the record's two months out and they didn't need to look for it."

 

The Stage is A7X's follow-up to 2013's "Hail To The King" and its first with both new drummer Brooks Wackerman and co-producer Joe Barresi. The group plans to tour extensively during 2017.

 

Gary Graff is an award-winning music journalist who not only covers music but has written books on Bob Seger, Neil Young and Bruce Springsteen.