American metallers Avenged Sevenfold just surprisely released their seventh studio album “The Stage” on October 28. The album sold 72,000 copies in its first week of release. This is a really big disappointment.

Frontman M. Shadows talked with Inc.com, and he tells his feeling about the dissapointment of album sales. He said:

We have mixed feelings right now. We know we could have done a boring lead up and taken the number one spot. When you do a three-month buildup you roll pre-orders, singles, etc. into your first week. The way we did it, our numbers are just for one week. Like Kanye: his first week numbers [for this year’s The Life of Pablo, which was released via non-traditional means] were low compared to what they could have been had he done the traditional release.”

He also explained why they felt this risk:


“We felt it was worth the risk. We also take a longer-term view. The average album following a three-month release model typically sees sales drop as much as 80% for the second week. We expect some drop off, too… but we also expect our album sales to continue over a longer period of time.

It’s mixed feelings, but I’m very excited to be doing new things. I would be depressed if we had done the old buildup process. That feels very 2009.

Right now we have an album that sold less copies in its first week than the last one. And that’s okay: you can’t break the rules and expect the same result.”

Avenged Sevenfold‘s previous album, 2013’s “Hail To The King”, sold 159,000 copies in the US its first week of release. It’s almost double of “The Stage”.