It Never Ends

"It Never Ends" is a digitally released single by British metalcore band Bring Me the Horizon, featured on their 2010 third studio album There Is a Hell, Believe Me I've Seen It. There Is a Heaven, Let's Keep It a Secret. It was released as the album's first single on August 20, 2010 in the United Kingdom^[1] and August 24, 2010 in the United States.^[2] The song was eligible to chart in the UK on 4 September a month prior to the album's release, entering the UK Singles Chart at #103, and was met with generally positive reception from critics. A music video for the song premiered through the Visible Noise YouTube channel on August 21, 2010.^[3] The video was directed by Jakob Printzlau, who also created the artwork for the single and album.^[4]

The song is noted for its symphonic influences with the use of keyboards and strings instruments combined with a female choir^[5] as well as use of "virtually spoken word verse".^[6] It has even been described as being "Bring Me the Horizon's best song yet".^[7]

Release

With the original promotion of the third studio album Bring Me the Horizon released a 30 second teaser trailer for the album using the last 30 seconds of "It Never Ends".^[8] The single was officially available on 20 August 2010 and then the music video was released on August 21, 2010 6pm GMT.^[9]

Chart performance

On September 4, 2010, "It Never Ends" debuted at number 3 on the UK Rock Chart,^[10] number 11 on UK Independent Singles chart^[11] and number 103 on the UK Singles Chart.^[12] The single stayed on the UK Rock Chart for three weeks. During the week of September 11, 2010, it fell to number 18.^[13] The next week, the single dropped to number 33.^[14] The song fell off of the chart the following week.^[15]

References