Heafy tells Allschools: "We were looking at how the other bands were promoting their records. It was basically the same thing: band guy, Instagram, sitting by the computer with a beer, saying, 'Oh, I just finished drums.'

"We said, 'How can we be different?' Well, if everyone is talking about the record all the time, let's not let anyone know we're recording at all and just release it when it's done."