for Metal Hammer, Terry Bezer outlined the arrangement of the song by explaining that "Thunderous fretwork over the top of luscious keyboard strings again give way to a full-throttle burst of pace". He also noted Matt Nicholls's "Thunderous, floor-shaking beating and double-bass pedal rolls", which he said "combine to create the feeling that rhinos are steamrollering across your chest". Beringer also highlighted the song's guitar riffs, describing them as "electrifying", while Morton called them "crunching" and "destructive". Bezer concluded his overview of "It Never Ends" by highlighting the "throat-shredding" vocals in the song's outro, which he described as "devastating". Beringer claims that the lyrical content of "It Never Ends" relates to vocalist Oliver Sykes's "past struggles", while author Ben Welch suggests that the song's lyrics "reflect [a] sense of having fallen prey to the temptations of the fast life", pointing specifically to the music industry as the main influence. Loudwire columnist Sarai C. adds that the song "tells [Sykes's] story of dealing with his personal life and fame" and alludes to "the difficult time in his life where he felt his demons were overwhelming and ultimately incapacitating him". All Access magazine's Natalie Perez outlined that "the lyrics are filled with emotional regret with patches of sorrow that will forever remain open for the untold truth". Music video The music video for "It Never Ends" was directed by Plastic Kid (an alias for Danish director Jakob Printzlau), who also produced the artwork for There Is a Hell... It was released in August 2010, at the same time as the single. Reviewing the video for the website Bloody Disgusting in 2013, Jonathan Barkan outlined that it "shows singer Oliver Sykes being driven in an ambulance to a rundown hospital, a gang of demonic, vampiric creatures in hot pursuit", adding that it is "filled with gore, cartoony visuals, gritty filters, and sharp editing". Offering a more detailed interpretation, biographer Ben Welch proposed that the figures pursuing Sykes in the video represent the music industry, including sex, business, the law, drugs and the press. Rock Sound praised the video as "insane", "bonkers" and "brilliant", while Kerrang writer Emily Carter ranked it the fourth best video released by the band as of April 2015. Critical reception Media response to "It Never Ends" was widely positive. In the unofficial Bring Me the Horizon biography Heavy Sounds from the Steel City, author Ben Welch proposed that the