Bring me the horizon - It never ends.

Movement

In music videos movement often goes with the video, the video will match the pace or beat of the music. In It never ends Bring me the horizon do this very well.  The ambulance in the video moves quickly and matches the guitar riffs and drum beat. Oli sykes (the lead singer) flies behind the ambulance again very fast, and to the general pace of the song. The typical convention for a metal-core song is to be fast paced and heavy, and often movement in the videos matches this convention. Even when Oli is taken out of the ambulance and wheeled to the operating room the fast pace of the video is still kept going. The doctors run with him on the bed and keep the fast paced urgency flowing throughout.

Narrative 

The video has a lose narrative that does match the lyrics although it isn't totally direct. The song title (and main lyric) It never ends, is shown throughout the video. Oli is clearly injured, hence the ambulance, but still people are chasing him and wont leave him alone. The lyric "every second, every hour, every minute, every day. it never ends, it never ends" is illustrated well in this video. The video is set partly at day, and partly at night, showing it doesn't matter what time it is but everyone is still after him. The narrative in this video is apparent as a theme, but not as a direct visual of all the lyrics in the song.


Band/Artist

There is a constant focus on Oli in the video. None of the other band are pictured or seen at all. As he is seen as the "main" member of the band, the focus is almost definatly on him throughout. Since he is not actually perfroming in the track he is acting in it instead. It makes sense for Oli to be the most featured as he is the frontman of the band and also owns clothing lines, he is classed as the most famous. The record label use him to promote the band and give the band good image.