Rex Orange County has made his music scene revival by unveiling a nostalgic video for his new single, 'KEEP IT UP.' The release coincides with the announcement of his upcoming album WHO CARES?, landing on March 11.

'KEEP IT UP' is the 23-year-old British singer's first release since his 2020 EP Live at Radio City Music Hall. The video, which is shot in the sentimental style of a cassette tape, features Rex Orange County creator Alexander O'Connor as he meanders the streets of Amsterdam — dancing on bridges, petting dogs and biking along canals.

O'Connor shot to fame following the arrival of his 2015 mixtape Bcos U Will Never B Free. Two studio albums, Apricot Princess (2017) and Pony (2019), cemented his "next big thing" status.

In a 2019 interview with Hot Press, O'Connor spoke on how he used his emotions to produce Pony, and also to connect with fans. "The kind of emotional, really happy, really sad love thing is what everyone who's 16 to 19 or younger feels. It's dramatic, just like exaggerated emotions. So it's probably easier for them to get into my music," he said.

Clearly, it worked. The album was a hit, with Hot Press declaring it as "The future of music." Now, with a two years and a pandemic behind him, O'Connor is back to prove us right.

WHO CARES? is set share 11 new songs, with 'OPEN A WINDOW' featuring a verse from one of O'Connor's earliest collaborations: Tyler the Creator. The album was produced alongside Benny Sings, who had previously worked with O'Connor on his 2017 smash hit 'Loving is Easy.'

What started as sessions without expectations turned into an incredibly productive 48-hour window of recording with Benny, prompting a follow-up trip to Amsterdam. The subsequent 10 days of work together produced his fourth album, made in close partnership with Benny, that is a playful record by an artist in a playful mood.

Recorded over the course of 10 days in Sings' Amsterdam studio, WHO CARES? is a product of O'Connor's growth over the past two years. And if 'KEEP IT UP' is any indicator, it will be an exciting, playful and incredibly catchy release.

Check out the video for 'KEEP IT UP' below.

WHO CARES? Tracklist:

1. KEEP IT UP
2. OPEN A WINDOW (Feat. Tyler, The Creator)
3. WORTH IT
4. AMAZING
5. ONE IN A MILLION
6. IF YOU WANT IT
7. 7 AM
8. THE SHADE
9. MAKING TIME
10. SHOOT ME DOWN
11. WHO CARES?