Bring Me the Horizon has always been a band unafraid to experiment and push boundaries beyond the point of comfort. Their recent use of AI-generated art and visuals, however, has garnered controversy amongst fans. What some see as a bold step into the future, others view as a betrayal of the human creativity that drives music and its surrounding culture.
The controversy began when the band shared a TikTok clip showcasing their AI-powered stage visuals. During a live performance of “AmEN”, an AI-generated effect transformed Oli Sykes into a demon and back again, creating a surreal backdrop. While some fans were amazed, others expressed frustration. Comments ranged from “This is crazy creative!” to “You gotta be kidding me.” The issue wasn’t just the visuals—it was the choice to use AI instead of human artistry.
The backlash escalated when fans discovered AI-generated designs on the band’s merchandise, including t-shirts priced at $160. Many felt this undermined the work of talented designers who had previously created iconic visuals for the band. One fan on X (formerly Twitter) wrote, “You’re one of the biggest metal bands in the world, and you can’t hire an artist? Honestly disgusting.”
For Bring Me the Horizon, the move seems in line with their reputation for pushing boundaries. From incorporating electronics into their music to collaborating with unexpected artists, they’ve always embraced innovation. Yet, this time, the reception suggests they may have mis-calculated just how strongly their audience feels about the role of AI in art.
The debate actually reflects a larger conversation currently occurring within both music and culture. Technology has always shaped the industry, but AI has since introduced new complexities. It offers limitless creative possibilities but risks alienating fans who respond to the human touch of art.
Bring Me the Horizon is still riding high on the success of their Next Gen album and ongoing South American tour, which wraps December 14 in Mexico City. They’ve already lined up major European festivals for 2025. However, the AI backlash may be a reminder that innovation, whilst exciting, must be handled with care in a space where raw authenticity still reigns supreme.
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