Bring Me the Horizon’s newest album, Amo, dropped Friday (Jan. 25) further cementing the Yorkshire musicians as a full-blown pop act. How did one of deathcore’s biggest bands go pop? We examined BMTH’s history to analyze how the genre shift happened.

After forming in 2004, BMTH played a grimy breed of deathcore that was ridiculed by the media, but still managed to gain momentum through a vibrant online fanbase. The band’s debut album, Count Your Blessings, helped lay the groundwork for the impending wave of Hot Topic deathcore, alongside Job for a Cowboy and Suicide Silence, among others.

Bring Me’s sophomore album, Suicide Season, saw them ebb and flow between deathcore and metalcore, while their follow-up, There Is a Hell Believe Me I’ve Seen It, There Is a Heaven Let’s Keep It a Secret ditched the deathcore angle entirely.

By 2015, BMTH largely abandoned their heavy roots on That’s the Spirit in favor of pop sensibilities and accessible songwriting. Amo is even more polarizing than That’s the Spirit, and can be accurately described as an exotic pop album.

But why did it all happen? We explain the evolution of Bring Me the Horizon and the motives behind the band’s pop direction in the clip above.

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