Rex Orange County has released a new single, “Keep it Up,” alongside an accompanying video. The song also comes alongside the announcement of his new album WHO CARES?, which is out on March 11 via Sony Music. The album is available for presale and pre-save on the band’s website.
The accompanying video to “Keep it Up” uses elements of filtering, grain, and costume, creating an heir of vintage nostalgia. In the video, Rex is accompanied by musician Benny Sings as he dances and performs through an urban, Amsterdam landscape. Rex collaborated with Sings on WHO CARES? in Sings’ Amsterdam studio over a 10-day recording period in the fall of 2020. This collaboration follows the 2017 collaboration between the two artists on Rex’s 2017 breakout single “Loving Is Easy.”
“Keep it Up” utilizes an orchestral opening with snippets throughout, capturing the attention of longtime fans in its deviance from the typical Rex Orange County song. It draws back to familiar elements of blunt, self-reflective lyrics and earnest delivery.
The album will also include a feature from another one of Rex’s oldest collaborators, Tyler, the Creator, on the track “OPEN A WINDOW.” The two musicians collaborated in 2017 when Rex was featured on Tyler’s 2017 album Flower Boy.
According to a statement, listeners can expect the album to be “a playful record by an artist in a playful mood.” The forthcoming album will follow Rex’s 2020 EP release Live at Radio City Music Hall which was recorded during his tour for his 2019 album PONY.