Celtic Frost got shat one by the press a great deal really until To Mega Therion came out, which is when people really started to embrace them on the mainstream level. They did a great deal to separate themselves from the 'Black Metal' stereotypes at the time after Mercyful Fate was ridiculed for the fact that King Diamond took his Satanic imagery so seriously. Celtic Frost never called themselves Black Metal, but rather Death Metal, but they considered themselves a "ock band on the very HEAVY side, with a touch of the avante-garde thrown in for good measure."