The first single from Bring Me The Horizon's fourth album, Sempiternal, was debuted on Daniel P. Carter's Rock Show on BBC Radio 1 on January 4, 2013. It was officially released on iTunes on January 14, 2013.
According to vocalist Oli Sykes, the band never intended this to be a single. He explained to Metal Hammer magazine: "We had that Warped Tour show last year and thought it'd be a good song to play and maybe put out for free, to bridge the gap between our last record and this new one, and it's good to play live. But, management said 'This song's too good, you can't put that out for free!' It came out a lot better than we ever anticipated, but I still think it's the 'safest' track on the record."
He added that the band thought having the lead single as track six on Semidiurnal "was a great statement," as "it showed the level of this album. Most bands have the single as the first track on their album."
The song features the line "This is Sempiternal," which was initially misheard by many as "This is Sandpit Turtle." Drummer Matt Nicholls told MTV UK "Someone texted me it and I thought it was the funniest thing I'd ever heard, and then went to tell the guys they were all like... 'Yeah we know, everyone's saying it!'"
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