<human>: Bring Me the Horizon, often known by the acronym BMTH, are a British rock band from Sheffield, South Yorkshire. Formed in 2004, the group now consists of vocalist Oliver Sykes, guitarist Lee Malia, bassist Matt Kean, drummer Matt Nicholls and keyboardist Jordan Fish. They are signed to RCA Records globally and Columbia Records exclusively in the United States. The style of their early work, including their debut album Count Your Blessings, has been described primarily as deathcore, but they started to adopt a more eclectic style of metalcore on later albums.

During the band's early years, they were praised for their business acumen for selling mail-order merchandise and not relying on sales at live shows. Bring Me the Horizon's image has been characterised by the dominating personality of singer and front-man Oliver Sykes, and he has often been seen as the band's "Poster boy", bearing the brunt of the band's controversial reputation. In their early years, Bring Me the Horizon's image was infamously characterised by its members fashion sense and use of skinny-fit jeans, T-shirts with death metal band logos on the front and colored hair/straightened hair. The band's image fit into what was called scene fashion. The effect of their fashion aesthetics showed people, in show promoter Iain Scott's perspective, that "you don't have to look like a diabolical metalhead to be into metal or play in a metal band". However, their fashion conscious appearance earned them a "style over substance" label.  Many controversies that occurred in their early years greatly affected public perceptions of the band, particularly an incident in 2007 at Nottingham's Rock City venue, when a female fan claimed that Oliver Sykes had urinated on her. The charges were dropped due to a lack of evidence from CCTV footage in the area. There were several documented examples of violence against the band during their live shows, including Sykes being pepper sprayed on stage; and people getting on stage to assault the band.  Their third album (2010's There Is a Hell...) was seen as a significant turning point in altering public perception of the band.  Despite the controversy over their image, various journalists have credited the band as being one of the most forward thinking heavy bands in the UK. In 2012, just four years after the release of Suicide Season, the album was inducted into Rocksound's Hall Of Fame, credited as a significant influence on the works of Asking Alexandria, The Ghost Inside and While She Sleeps. It was credited as an influence on metalcore contemporaries Architects on Hollow Crown with their incorporation of keyboards and programming, and The Devil Wears Prada's Dead Throne for its more experimental and opinion-dividing sound.  The band caused further controversy in February 2016 when Oliver Sykes trashed Coldplay's table at the 2016 NME Awards during a live performance of Bring Me the Horizon's track "Happy Song". Although some people thought the table trashing was because of a prior feud between the two bands relating to similar album artwork, Sykes later stated that the act was not an act of "dirty protest", and suggested that it was "pure coincidence" that Coldplay were sitting at the table he trampled. Coldplay frontman Chris Martin allegedly laughed off the incident, stating that "it was great, very rock and roll". CANNOTANSWER

How else did they project their image?
<bot>: "you don't have to look like a diabolical metalhead to be into metal or play in a metal band".