"East" was a deliberate attempt by Cold Chisel to make a more commercial album. Walker said at the time, "I go to bed with a tape recorder under my pillow. The tape loop says, 'hit single, hit single, hit single.'" Allmusic describes the album as, "their most widely accepted and artfully constructed album." Producer Opitz said of the pressure for commercial success, "My brief to myself was: “I don’t want to sacrifice the credibility of the band, but I still need hits.” Of course, the band at that stage were letting me have my total way with them. Because they weren’t a successful recording band."