It Never Ends

"It Never Ends" was produced by Fredrik Nordström and Henrick Udd for There Is a Hell Believe Me I've Seen It. There Is a Heaven Let's Keep It a Secret, the 2010 third studio album by British rock band Bring Me the Horizon. Released as the lead single on 20 August 2010, it became the first song by the band to chart, reaching number 103 on the UK Singles Chart, number 3 on the UK Rock & Metal Singles Chart and number 11 on the UK Independent Singles Chart. The track marked the group's first experiment with high-end electronics and production, pairing choral vocals performed by The Fredman Choristers with thunderous fretwork and keyboard strings. Matt Nicholls's drum work, built around double-bass pedal rolls, was said to create the feeling of rhinos steamrollering across a listener's chest.

The lyrics relate to vocalist Oliver Sykes's past struggles, reflecting a sense of having fallen prey to the temptations of the fast life, with the music industry singled out as a main influence. Sarai C. of Loudwire described the song as telling Sykes's story of dealing with his personal life and fame, alluding to a difficult period when his demons felt overwhelming and incapacitating.

A music video directed by Plastic Kid, the alias of Danish director Jakob Printzlau, arrived in August 2010 alongside the single. It shows Sykes being driven in an ambulance to a rundown hospital while pursued by a gang of demonic, vampiric creatures, and biographer Ben Welch suggested those figures represent the music industry, spanning sex, business, the law, drugs and the press. In April 2016 the song closed a nearly two-year live absence when it was performed with the Parallax Orchestra at the Royal Albert Hall, appearing on the live video album Live at the Royal Albert Hall.