“KEEP IT UP” is the first official single from the British singer-songwrite… Read Full Bio ↴“KEEP IT UP” is the first official single from the British singer-songwriter Rex Orange County’s fourth album, WHO CARES?. The song, a dreamy and retro ode to self-worth, was initially promoted via special postcards that were sent via mail to customers of Rex’s merchandise on January 12, 2022, with the text “Keep it Up”. The phone number attached to it, when dialled, would play a short snippet of the song. On January 14, Rex posted a clip of himself lip-syncing to an extended snippet of the song on TikTok. On January 26, the song was officially released, together with its official music video, which was shot in Amsterdam, the city where the co-writer and co-producer Benny Sings resides.