"Obey" was voted as Annie Mac's "Hottest Record of the Year" in 2020.[2]
Promotion and release
In May 2020, Yungblud tweeted out a cryptic tweet asking Oliver Sykes and Jordan Fish to check their inboxes. This led to a lot of speculation and teasing of a collaboration between the band and the singer. Sykes later revealed that the band and Yungblud "have something coming". The track was then officially teased when Sykes posted a QR code leading to a website with a snippet of the music video.[3]
Within a week until the song's release, both of the artists revealed promotional pictures for the collaboration which pictured Sykes and Yungblud being half naked and covered in blood, that would feature a caption that said "u ain't ready".[4]
"It was written in April, May, of this year, and it was very much inspired by everything that's going on, and very much from the side of the oppressor. I think everyone has been stopped in their tracks, and I think a lot of people are realising that maybe the people in charge aren't looking out for our best interests. The way that we're fed traumatic and devastating news on a daily basis, I think the powers that be or whatever you want to call them, they've gotten very good at getting us desensitised to this information, and we have been sleepwalking for a while where we know all this horrible stuff is going on, but we didn't do anything about it."[14]
Music video
The music video for "Obey" was released on the same day as the single. Directed by Sykes himself, the video features two giant robots which look like a Power Ranger/Transformer hybrid, that are both controlled by Sykes and Yungblud. Before confronting, the two robots dance and then engage in a fight where the robot controlled by Yungblud knocks the other robot down. When the robot controlled by Sykes gets up, they both seem to lose control of their respective robots who then make out with each other and then stroll off into the sunset.[15]
The song surpassed 1 million views within the first 24 hours after premiering on YouTube. In its first week, the video for the song reached 4.4 million views.[16][17]
^Goggins, Joe (29 October 2020). "iMetal Post Human review". iMetal. Retrieved 1 November 2020. Stylistically, it swaps that record's blend of electronica and pop-rock for something more straightforwardly aggressive, channeling late-era Deftones on Parasite Eve and Ludens, and industrial metal on the Yungblud collaboration Obey.
^Kasuma, Wildan Heri (7 September 2020). "Yungbuld Collaborates, BMTH Issues Single Obey" (in Indonesian). Moreschick. Archived from the original on 3 August 2021. Retrieved 3 August 2021. Sykes explained, Obey Like catching the whole rage into a bottle. Full of nu-metal jitters and The Prodigy's apocalyptic rave, with a loud chorus the size of a shiny stadium.
^Swingle, Emily (3 August 2020). "Bring Me The Horizon Ft. Yungblud – Obey". Bittersweet Press. Retrieved 3 August 2021. Obey is a joy of an alt-metal track – it's heavy, whilst still brilliantly melodic and gloriously catchy.
^Knight, George (2 September 2021). "REVIEW: Bring Me The Horizon - Post Human: Survival Horror". Thunderchord. Retrieved 19 September 2021. A song that will most certainly not be ignored is the cathartic electronic metal behemoth known as "Obey" which also stars the pop-punk heart-throb Yungblud.
^Newton, Conrad (2 December 2020). "Bring Me The Horizon: Exploring a Post Human World". 25YearsLater. Retrieved 28 July 2021. We then move to "Obey", a pop-punk powerhouse of a song featuring brash upstart Yungblud.
^"Bring Me The Horizon - Obey with YUNGBLUD". (Wayback Machine). 3 September 2020. Archived from the original on 24 September 2020. Retrieved 24 September 2020.{{cite web}}: CS1 maint: bot: original URL status unknown (link)
