Avenged Sevenfold singer Mr. Shadows is reflecting on one of the boldest decisions of the band's career, now saying the surprise release of The Stage in 2016 was a wise choice, despite initial doubts.
The context of the release of The Stage
On October 28, 2016, Avenged Sevenfold took everyone by surprise by revealing The Stagea concept album exploring themes like artificial intelligence and the self-destruction of society, without any prior promotion. Rather than go the traditional route of marketing campaigns and singles, the group opted for a surprise release, marked by a performance on the rooftop of Capitol Records in Los Angeles. Mr. Shadows then explained that this method preserved “the mystique of the album”.
However, the bet did not have the expected impact immediately. The Stage ranked fourth on the Billboard 200, with sales below expectations. Shadows then expressed reservations, believing that a traditional promotional campaign would probably have propelled the album to the top of the chart. “We could have built it up over three months, with pre-orders and singles, but that takes away all the mystery of the record,” he declared at the time.
In 2017, he acknowledged that this approach may not have been ideal for casual fans, with some missing the album or remaining skeptical of its quality. Shadows added that he would probably have opted for a more inclusive strategy if he had to do it again.
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Mr. Shadows' words in 2024
On the occasion of the eighth anniversary of The StageMr. Shadows interacted with fans on social media. When one reminded him of his past regret, comparing the outing to Beyoncé's, Shadows responded on X: “I take back what I said… It couldn’t have happened any other way, and I’m so proud of this album and the way it came out.”
This re-evaluation marks a turning point for the singer, who now considers that the surprise release freed the group from the usual promotional constraints, allowing fans to discover the album without prejudice. Shadows were already expressing frustration with the expectations of the music industry, and this bold move opened a new chapter for the group.
The reception of The Stage in time
Despite more modest sales than Avenged Sevenfold's previous albums, The Stage has gained recognition over the years. In 2022, Mr. Shadows entrusted Metal Hammer what The Stage remained his favorite album: “I’m so happy to have released it like this; we don’t care about industry metrics.” This album embodies, for Shadows, a moment of freedom and evolution in the group's career, far from traditional marketing strategies.