Bring Me The Horizon have just released a brand new video for their latest single ‘Obey’ featuring Yungblud. The explosive collaboration premiered at 6pm today at Annie Mac’s Hottest Record in The World for Radio 1, and was followed by a video release at 7pm BST.
With heavier riffs, upbeat electronics and considerably louder screams, along with a fittingly chaotic breakdown, ‘Obay‘ follows the direction set by Bring Me The Horizon’s last two singles ‘Ludens‘ and ‘Parasite Eve‘. Written, directed and edited by frontman Oli Sykes, the video subtly pays homage and adds a modern twist to Beastie Boys’ ‘Intergalactic‘ and fits perfectly with the dystopian feel of the track.
Bring Me The Horizon have always been on the top of their game when it comes to featuring guest vocals. Previously, we have seen them teaming up with the likes of Dani Filth of Cradle of Filth, Lights, Rahzel, Grimes, and Sam Carter of Architects, to name a few from an impressively eclectic list of collaborations. With his rebelious personality and charisma, one can hardly inagine a better singer than Yungblud to feature alongside Oli Sykes in ‘Obey‘ for what is set to become the next festival crowd favourite and a signature non-conformist anthem.
Speaking to Kerrang!, Sykes stated that the track depicts the current state of the world where “we consider ourselves free but only because the chains are invisible, and we are controlled in ways we don’t even want to think about”. Shortly after the single premiere for Radio 1, Yungblud took it to Twitter to express his feeling on the subject matter urging people to fight for what they believe.
stand up, never be silent. fight for what you believe in and never fucking obey #dontobey
— YUNGBLUD (@yungblud) September 2, 2020
Earlier this year in an interview for Music Feeds, frontman Oli Sykes stated that BMTH are currently in studio working on material for new EP. The band is getting ready to release 4 separate EPs under the project title Post Human, all of which will eventually form a new album. ‘Obey‘ is the second new track Bring Me The Horizon release this year after ‘Parasite Eve‘ took the world still in lockdown by storm in June. The track performed really well on the UK and international charts and became a regular feature on radio playlists across the globe.
Building up the hype for today’s release, both Bring Me The Horizon and Yungblud used their social media channels over the last few days to tease the single and warn their folowers that they weren’t ready for what is coming up. The clever marketing compaign led to more than fifty thousand people joining in for the live YouTube premiere, and getting over hundred thousand likes within the first ten minutes of its release.
u ain’t ready @olobersyko @bmthofficial pic.twitter.com/YeBsmqJj7s
— YUNGBLUD (@yungblud) August 30, 2020
