BLACK SABBATH drummer Bill Ward has issued the following update:

"I’ve just finishing reading the London Times article for Sabbath’s 40th Anniversary of the album Black Sabbath, dated Saturday, February 13, 2010. The interview I did for this piece was with journalist Will Pavia, and at the time, I felt it was a good interview. My interview with Will was then added to the broader article written by journalist, Chris Ayers.

The headline of the article reads (partially) “their seminal album began as a gimmick, and they would rather be remembered as a hard rock band.”

Besides this unflattering headline, I’m particularly pissed off about the following, and I quote: “…Bill Ward ….told the Times. Although it started as a gimmick, he said, ‘it matured into something that was almost waiting to arrive.’”

The way these sentences are constructed gives the impression that I called Sabbath a “gimmick,” or that I agree with the statement “it started out as a gimmick.”

I want to make it very clear to my fellow band members, musicians and our beloved Sabbath listeners worldwide, the word “gimmick” NEVER came out of my mouth. I don’t own it – I’m not the source of the word “gimmick.” There isn’t anything ‘gimmicky” about Sabbath as far as I’m concerned.

I consider the article roughshod at best. It’s sad that on our 40th Anniversary a more supportive and heralding composition could not have been written. There IS a nice picture of the band and a nice picture of Oz with Sharon and Kelly.

I thought the light-hearted, or sarcastic look (depends on your point of view) at how to headbang, titled “Headbanging for Beginners,” was more slagging than anything else. I’d like to remind whoever put that segment together that headbanging was a true phenomenon that began during the 60s and was a fulfilling form of expression and reaction to the music playing. “Unison” headbanging mushroomed in 1969 and has remained intact up until today. For me, it is a personal communion with every single fan. It’s positive energy; it’s healthy; it’s true love, even if, as the writer quirked in “Position 4,” I quote, “Keep body bent over after song to adjust balance and avoid collapse. Experience sore neck and two-day headache.”

Even if the writer’s being “ha ha” about the segment, he or she is ever so slightly making a derogatory statement, in my opinion, about what most in Metal consider “sacred ground” and/or “sacred personal identity.”

Come on London Times. Sabbath is homegrown British – one of Britain’s great bands, loved all over the world. Perhaps if you can’t meet the occasion with a more positive headline, at least get this right: Tommy Iommi (sidebar insert) is not Sabbath’s guitar player. However, TONY Iommi is… 40 years, guys, and counting."