interpretation of the record's lyrics he said, "people might think they know what I'm singing about, but they don't. They did not do the things I did. But I want people to be able to apply it to themselves." Promotion and release The entire album began streaming on the band's Myspace page on 28 September 2010, before its release. The album was released in the United Kingdom on 4 October 2010 by Visible Noise, and by Epitaph Records the next day in the United States and Canada. There Is a Hell... was accompanied by a preview trailer for the album, which was published on the Epitaph Records YouTube channel. A 30-second sample of the first single "It Never Ends" was released on 20 August. A music video directed by Jakob Printzlau was released in conjunction with the single's release. The single reached number 3 on the UK Rock Chart, number 11 on the UK Indie Chart, and number 103 on the mainstream UK Singles Chart, all within its first week of sales. On 14 September, the song "Fuck" was released through the band's Myspace, PureVolume and Facebook pages, and on the Visible Noise YouTube channel and Epitaph Records' SoundCloud page. Shortly after the release of the album on 7 December, the band released a music video for "Anthem". In 2011, the band continued promoting the album using music videos. In late March, they released a video for the single "Blessed with a Curse", which failed to chart anywhere. The music video was filmed in Oslo, Norway. NME described it as "a series of artistic portraits shots of the band mixed in with a disturbing narrative". In late August, the fourth music video, "Visions", was released, and the final music video from the album, "Alligator Blood", was released on 31 October the same year. Tours and performances In December 2010, Bring Me the Horizon were the main support band for Bullet for My Valentine, alongside Atreyu, in a five-date arena tour of the United Kingdom. To cope with high demand, the tour's promoters Live Nation released extra standing tickets for all dates. Rumours about why Bring Me the Horizon's sets were cut short circulated; this was because the shows became more violent and uncontrollable. When asked about the shows, Matt Nicholls said the band was told they were not allowed to climb on the stage equipment or set pieces, nor to