 Pitchfork Media, in their exclusive first interview with Björk for the promotion of "Volta", quoted Björk as saying that the new album would be "full-bodied and really up".This was taken by fans as further evidence of a more "pop" album (as compared to her more recent output).A week later the head of Björk's record company, Derek Birkett, heralded the new album as "the most commercial thing she's ever done" in Music Week, the trade paper for the UK record industry.