The album's tempo is drastically slower than the speed metal and power metal stylings of City of Evil. M. Shadows explained that the band's decision was the result of experiences witnessing bands with slower tempos than them come across better in a live setting. He said: "The reason Ozzfest was weird was because we were trying to get to a new audience, and when they came to us for that tour, they said, "We want you to play before Disturbed, and it'd be you, Disturbed, and System of a Down." But you got to sound real good when you're playing these big places, these amphitheaters, and on that record we're just playing a million miles a minute and it's just getting lost. And then you have Disturbed come on and it's just [
hums slow churning riff], and we're like, Dude, this projects! Like, this groove. And then System of a Down come on, and they're kind of back and forth but they have a lot of songs that are just real big. And we're just like, Dude, we're like a speed-metal band going on with these guys. Like, no one's going to get this. And so we were kind of bummed on that and then we got offered the Metallica tour, and we did the same thing, going out in an arena with 70, 80,000 people a night in Europe. And Metallica's playing fucking "Sad But True," "The Unforgiven" or "Enter Sandman," songs that just have that power that cuts through. So that's where we got the concept of making a record that, sonically, is just more open. That's where songs like "Critical Acclaim" and "Scream" and "Afterlife," "Almost Easy," come from. They're all mid-tempo, but they've got big riffs that have a lot of space in them, and that's why we wrote a record like that. It was a reaction to all the touring." Avenged Sevenfold revealed the track listing for the album on their
YouTube profile on August 9, 2007, as well as their text messaging service, A7X Mobile. The band also posted a teaser on a recent YouTube blog featuring an excerpt of vocalist
M. Shadows screaming in the studio. "Critical Acclaim" was the first single from the album. A 2-minute and 15-seconds teaser was posted on the band's
MySpace to tide fans over until the
iTunes release date, but on August 20, 2007, Avenged Sevenfold uploaded the full version on their MySpace. The full song was released on iTunes on August 28, 2007. In the weeks leading up to the album's release, a series of ten video clips, called "
webisodes", were recorded featuring "Wolfie the Fox". The first webisode was released on August 24, 2007; a 3:41 clip that was posted on the band's YouTube channel. The clip consists of a pre-recorded phone message from "Wolfie the Fox" and a few scenes of their process of making "Critical Acclaim". Each of the subsequent webisodes was similar in content. The clips featured a short mock-interview between M. Shadows and Wolfie the Fox, various band members during the making of various tracks for
Avenged Sevenfold, and other background videos. About eleven days before the album's release, the Wolfie Trailer was posted on YouTube. In it, Wolfie sings "Critical Acclaim" and talks about the MVI version of the new album. The webisodes can all be viewed on the band's Myspace and YouTube pages. By September 9, 2007, news leaked of the completion of a music video for the song "
Almost Easy". It was directed by P.R. Brown, known for his collaborations with
Mötley Crüe and
Marilyn Manson, among many others. On September 12, 2007, the release date of the single "Almost Easy" was announced and was released six days later on September 18 to purchase via digital download. The month of October was a busy one for the upcoming album. On October 3,
Kerrang! released an article in which M. Shadows and
Synyster Gates were interviewed about the new album. This day also saw the release of a live performance of "Almost Easy" at the
Warped Tour 2007. Originally the band intended to release this footage if viewers watched the official music video for the track on YouTube 150,000 times. Though the goal fell short at 120,000 the band still released the footage. Another live video, featuring the third track "
Scream" performed in
Liverpool, England, was posted on YouTube on October 11. The song was also heard during a commercial for the Scream Awards on
Spike TV. M. Shadows can clearly be heard singing, "You know I make you wanna scream," which is an excerpt from the chorus. "Scream" was performed live at the 2007 Spike TV
Scream Awards on October 23. Also,
LoveLine played the radio premiere of "
Afterlife" and "Almost Easy", which was guest hosted by M. Shadows and
The Rev. Three days before, the Keyclub revealed an animated music video for "A Little Piece of Heaven". To promote their new album, Avenged Sevenfold started their US tour on October 29, headlining in Los Angeles at
The Wiltern. Their opening acts were
Black Tide and
Operator. On October 30, 2007,
Avenged Sevenfold was released in stores worldwide. On October 31, 2008, Avenged Sevenfold mentioned that fans of the band were eligible to make their own music video for the song "Scream". The video had to be submitted to
YouTube before November 30, 2008. The winner and five runners-up of the contest were announced on December 15, 2008. The winner received a new
MacBook Air computer that came with Avenged Sevenfold videos, music, and other items from the band. The winning video was also featured on the Avenged Sevenfold website,
MySpace page, YouTube account, and
Facebook account. The five runners-up in this contest received a copy of the DVD and CD
Live in the LBC & Diamonds in the Rough, signed by the members of the band; in addition, a merchandise pack was also rewarded to these runners-up. == Songs ==