Sänger Matt Tuck über das Album: "I'm not ashamed to say it: I'm proud as fuck. Every time I hear it I get pumped up and want to play it to people. I'm sure it can take us into new places because it's such a huge progression. We've tried to not deliberately do something specific, but we've analysed what did and didn't work on the last two albums and tried to make the best album we can."
Laut Tuck umfaßt der Nachfolger zum 2008er "Scream Aim Fire" 11 Tracks und wird weniger trashig sein, allerdings auch keine Balladen enthalten.
"People will put us in multiple scenes or trends, but that's why I think we don't belong in one. We can adapt our sound… we're a hard rock band with metal influences, and I've said that from Day One."
Als Produzenten haben BULLET FOR MY VALENTINE diesmal mit Don Gilmore gearbeitet, der vorher unter anderem bereits für LINKIN PARK, DASHBOARD CONFESSIONAL, GOOD CHARLOTTE und LACUNA COIL produziert hat.
Matt über Don: "He totally beat me up to get the best songwriting out of me. We needed someone to take us to another level even though we've had such huge success off our own backs."
"We feel confident to go it alone, but working with someone different is always a gamble. For the first four months, if felt like we'd fucked up, like we should have done everything on our own, but as time progressed, we could see what Don was doing and why he was doing it.
"We'll always be trying to show people what we're capable of."
Als weiteren Track hat die Band aus Wales, wie bereits berichtet, "Begging For Mercy" zum kostenlosen Download zur Verfügung gestellt. Anbei nochmal ein Stream des Songs.