We sent the video for Bring Me The Horizon’s new single, It Never Ends to confirmed non-fan Tom Dare. Oddly, he liked it. Here’s why.
Despite being absolutely laden with things that it would be beyond easy to rip the piss about, the video to ‘It Never Ends’, the first single to be released from Bring Me The Horizon’s forthcoming album There Is a Hell, Believe Me I’ve Seen It. There Is a Heaven, Let’s Keep It a Secret happens to be fucking awesome – so much so that it’s beginning to win over a BMTH skeptic.
Where metal videos are concerned, you’re always off to a good start when you include scary (and slightly saucy) nurses and horror B-movie cliches – we know exactly where we are with that sort of thing. It’s why it’s awesome – there’s no point in just going a little bit over the top. If you’re going to run straight at a wall, go full tilt – if you go fast enough you might break through and end up on the other side. This video demolishes the wall.
Now I’m a long term skeptic as far as metal’s biggest targets for hate are concerned. Count Your Blessings was a musical abomination that made me want to gouge my ear drums out. Suicide Season had some moments I liked, but it felt baggy and overly dependent on studio trickery to cover up a paucity of ideas. Yet I genuinely, unreservedly love ‘It Never Ends‘, and not just because the video for it is so preposterous.
The synthy interludes that had previously drawn out songs beyond the depth of the ideas underpinning them have been replaced with strings and choral elements. The catchy choruses are supported properly by other ideas now, rather than just technical wizardry. When the breakdowns and synthesisers do come in, they feel like they belong, that they actually serve the song rather than being used merely for padding. If the rest of There Is No Chance I’ll Ever Learn That Name turns out like this song, I may actually end up liking BMTH. And that thought is scaring the shit out of me.
You can download ‘It Never Ends’ by Bring Me The Horizon by clicking this link – bit.ly/ItNeverEnds. Why they haven’t discovered the met.al URL shortener is beyond me. It’s much more metal. Yep, go download the song and get them to #1 or whatever.
* That title is purely a cut n’ paste job.