“Marketing by not asking any questions first”! That comment was made by Percy Nilegård, a fictional boss of a fictional radio station in a Swedish comedy show some years ago. His strategy was to first send commercials on his radio show and then go out and charge the unknowing ‘customers’ a great sum of money for being on their show. I thought that was hilarious. Of course, that has nothing what so ever to do with Avenged Sevenfold and their new album, but why I was bringing it up was to show that that there are different ways to market your stuff and Avenged Sevenfold did also go their own way when they released their new record. They didn’t do squat! They just released the album without letting any one know that there was a new record on the way at all – no pre-released songs, no videos, no interviews, no showing off the album cover – nothing. One day the album was out – just like that. “Marketing without letting anyone know you have a product out”, old Percy would probably have called it. But it worked. Because as soon as the album was out, the word started to spread about the band’s new surprise album and of course it made people notice it, no matter if you were a fan or not.