Conversation so far:
What image did Bring Me the Horizon project?
During the Bring Me the Horizon's early years, they were praised for their business acumen for selling mail-order merchandise and not relying on sales at live shows.
How did some of the Bring Me the Horizon's members dress?
Bring Me the Horizon were infamously characterised by its members fashion sense and use of skinny-fit jeans, T-shirts with death metal band logos on the front and coloured hair/straightened hair.
How else did Bring Me the Horizon project their image besides their dress?
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.

Question: Who said that statement about not having to look like a diabolical metalhead?
Self-contained rewrite: Who said that statement about not having to look like a diabolical metalhead towards Bring Me the Horizon?