Rex Orange County has returned to release his new single “Keep It Up” along with inspired visuals and an announcement about his upcoming album Who Cares?
The video for the British singer’s “Keep It Up” is shot through the winding canals of Amsterdam as Rex sings about the struggles of life and why they’re worth persevering through. His uplifting lyrics match the grainy, vintage-styled footage. “Keep it up and go on/You’re only holding out for what you want/I know that it’s so frustrating/It’s enough, keep it up,” Rex croons to the tune of a soothing guitar and peaceful piano keys as he dances atop of bridges over the waning Amsterdam water.
“Keep It Up” comes with great news: Rex Orange County is preparing to release his fourth studio album Who Cares?, which will be a follow-up to his 2019 project Pony. The 11-track album is due out March 11 and features the fated reunion between Rex and Tyler, the Creator. The two made magic together on Tyler’s 2017 album Flower Boy, and they’ll likely do it again on Rex’s album five years later.
The UK singer has been dropping music sparingly over the last few years. His last proper release came in the form of his compilation of tour shows made into the Live at Radio City Music Hall EP that he dropped back in 2020. “Keep It Up” looks to herald the return of Rex Orange County, and the return of more uplifting tunes.
Watch the music video for Rex Orange County’s new single “Keep It Up” above, and stream it through Spotify here: