Billboard has posted an excerpt from their cover story on Avenged Sevenfold. In it, M Shadows talks about Avenged Sevenfold’s partnership with Activision, the marketing rollout for “Hail To The King” including scavenger hunts and contests, working on “Hail To The King” and more. You can read Billboard’s review of “Hail To The King” here and order the issue here.
“I don’t want the fair-weather fans, the soccer moms who watch ‘Jimmy Kimmel’ to discover us that way,” says Sevenfold lead singer Matt Sanders, who performs as M. Shadows. “I want the people who grew up listening to AC/DC and Slayer, and if we can figure out the right way to have those people see a snippet of what you’d see at a festival or a live show, we’ll do it.”
At 25, Ilejay is some seven years younger than most of the band’s founding members. Instead of the classic metal that Avenged Sevenfold came of age with, he was raised on newer groups like Bullet for My Valentine and even early Avenged records. Shadows credits Ilejay’s work with shaping the record’s “twist” on the tried and true formula. “We’re all big believers in metal with a foot in the blues. We have a lot of Elton John influences in our music, a little bit of the Beatles, which is sometimes surprising to people. We’re not trying to reinvent the wheel, we just want to put a different flavor on the music.