Rex Orange County Releases New Single 'Keep It Up' Ahead of Upcoming Album 'Who Cares?'

Kathryn Milewski -

It's been a while since British singer Rex Orange County has stepped into the public eye. Finally, the artist has announced details of his upcoming album Who Cares? and yesterday (January 26), shared the project's first single: "Keep It Up."

Rex’s fourth album, which will include 11 tracks, will be released March 11 via Sony. It was created in Amsterdam over a 10-day recording period in Fall 2020 with the help of Benny Sings, Rex's collaborator on his 2017 platinum-selling single "Loving Is Easy." As for features on the album, there will be a new collaboration with Tyler, the Creator titled "Open A Window." The track will follow-up the pair's collab on Tyler's 2017 album Flower Boy.

The music video for "Keep It Up" was released yesterday after being teased across the internet - and especially on TikTok, where a clip was shared last week. Rex also teased the release by sending fans mysterious postcards with the song’s title and a phone number written on them. When the number was called, a voicemail message said: “I know it isn’t easy, and you may have had enough. But I promise that it’s worth it, if you try and keep it up.”


Rex's last released record was his 2020 Live At Radio City Music Hall EP, which was recorded at his pair of sold-out shows at the New York venue that same year. Before that, he released his studio album Pony in 2019.

You can pre-order and pre-save Who Cares? here.

Watch the music video for "Keep It Up" below.



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Article Image: Adorned in pink lighting, Rex Orange County plays the piano and sings at an early 2020 concert. (SkyGuy711 [CC BY-SA 4.0] via Wikimedia Commons.)