On Jan. 26, Rex Orange County announced his fourth studio album “Who Cares?” set to be released on March 11th. The artist, Alex O’Connor, posted the album cover on his Instagram and sent a wave through the internet. Fans have been eagerly awaiting a new release from Rex Orange County, whose last formal studio album, “Pony,” was released in 2019.
Alongside the album release announcement, O’Connor released his first single in three years, “KEEP IT UP.” Instead of a 70mm projector quality style of life he references in “Pony,” the music video for this new single is shot in early 2000’s camcorder style. The music video features O’Connor in Amsterdam and illuminates his chronic attitude of optimism with a side of melancholy.
After the UK singer was discovered by Tyler the Creator, he joined Tyler on his 2017 album “Flower Boy.” The album has since become a staple in Tyler the Creator’s discography and launched O’Connor into stardom. He then released “Apricot Princess,” a ten-song album that formally introduced listeners to O’Connor’s now-signature nasally voice and sweet lyricism.
O’Connor is well received among his large fanbase because his work is largely unproblematic. His older works possess a charming sense of naivete and youthfulness. “Pony,” was a bit of a letdown in regards to growth. O’Connor’s songwriting felt juvenile and lacking in any sense of growth outside of production quality.
The highlight of “Pony” is “Pluto Projector,” which explores O’Connor’s past relationship with his long-term girlfriend. The song references a 70mm projector, offering to show his partner everything he can. Since then, O’Connor has allegedly split with his girlfriend and fans have been waiting to see what his future work holds.
“KEEP IT UP” is an homage to self-love. The single balances a sense of depression and the world and circumstances that surround the artist with simple choruses that remind him to keep going. The chorus rings out, “You’re only holding out for what you want / You no longer owe the strangers.”
“KEEP IT UP” teases at an album that is far more advanced and mature than O’Connor’s past releases. Whether it stems from heartbreak, a world in ruins, or a forever changing industry, “Who Cares?” holds an immense amount of promise for the young artist.