Bring Me The Horizon frontman Oli Sykes says the band’s guiding principle is never to make the same album twice, describing its shift from deathcore towards alternative rock, pop and electronic-influenced music as a natural creative progression. He argues that following the band’s own excitement rather than attempting to predict fans’ preferences has been central to its longevity and success.

Sykes said the group’s 2006 debut, ‘Count Your Blessings’, drew heavily on the bands they admired, while 2008’s ‘Suicide Season’ was an early attempt to define a more distinctive sound. Although some listeners initially reacted negatively to its reduced screaming and nu-metal influences, he said its eventual success encouraged the band to keep taking risks; he no longer worries about alienating fans because he believes music written to please others usually fails.