Directed by Bring Me The Horizon frontman Oliver Sykes, the music video for the track was shot in London. It stars both Oli and YUNGBLUD, who battle each other as robots before events take an unexpected turn.
‘Obey’ provides a rebuke to the normalisation of oppression in society. “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,” said Oli. “They tell us how to live with a smile on their face, like shit ain’t fucked up, inform us of tragic statistics like it’s nothing… it’s a weird world.”
“We are being told to conform to a completely outdated idea that we don’t relate to or even understand,” added YUNGBLUD. “They teach us to turn against each other and to fight against our differences rather than embrace and celebrate them. They try to keep us divided because it makes us weaker. Robots follow robots, because they feel nothing at all.
“But what they don’t realize is that to us, to be different is to be free, and a world of fucking love and equality is a world we want to be part of. We will rise above the hate and the diversion. We will fight for the world we want to be a part of. We will not obey.”
Written by Bring Me The Horizon with additional production from Doom and Doom Eternal composer Mick Gordon, ‘Obey’ is the third track to be taken from the band’s first EP of their Posthuman series.
It follows the group’s first song released during isolation, ‘Parasite Eve’, which has received over 35 million streams to date. Bring Me The Horizon continue to use this time to create and write what is set to be some of their most boundary-crossing, powerful music to date.
Listen to ‘Obey’ and watch the music video below.