Friday, October 28, 2016
M.Shadows explains why A7X wanted to release new album without notice
M.Shadows was recently interviewed by Rolling Stone, you can read an excerpt below.
Why suddenly release an album with no advance notice?
Well, man, a lot of it has to do with boredom [laughs]. Everyone else is dropping the breadcrumbs, having four or five singles before their record comes out. It completely takes away the mystique of the record; by the time it actually comes out, you've already done 50 interviews about what the record's about and is going to sound like. It's 2016; people's attention spans are so short at this point, who has time for three months of lead-up?
You've got five guys over here who are very bored of that; so for us, it was about keeping the hype very short and sweet, and then executing on all levels. Here's the record – we spent a long time on it, and it's available for you now. And now we can all learn about the record together, after you hear it, instead of hearing all these things about it as we're dribbling crumbs at you. We just said, "No BS this time – we're just going to do everything that we want to do, from the live show to the merchandising, to how we present this thing and how we release it."