THE KING’S PARADE share latest feel good music video for new single ‘HOW LONG?’ in lead up to debut album.

YouTube (music video) *new out 14th Sept:

How Long? is out now – audio streams:

“‘How Long?’ is a song about regret and discovery. It explores how focusing on past mistakes can leave you no room to grow and no path to follow. You can replay events back in your mind like a constant loop of flashbacks but are ultimately left with a bitter taste in the mouth.” Olly (The King’s Parade)

London based alt-pop outfit, The King’s Parade have returned with their latest feel good single How Long?‘ – out 28th August, it’s the second track to drop from their up-coming debut album, and follows first track ‘Mario‘. Early support for How Long?‘ has come from Tom Robinson at BBC 6 Music, who described it as “an incredibly accomplished sound worthy of a far wider audience”.

Lyrically, How Long? continues where Mario left off, with both tracks exploring feelings of nostalgia. Their latest effort ruefully looks back to better days, with feelings of regret and longing mixed with an underlying optimism. Sonically, this new series of singles (four in total before the album drops) represent a band at the peak of its powers, a close-knit group who have truly found their sound, embracing pop and funk sounds as well as a more soulful approach to their vocals and melodies.

An official music video for ‘How Long?’ is in the works, meanwhile their previous video for ‘Mario’ has gained nearly 70K views so far and has been lauded for its creativity, as the band like so many others, had to create something self-produced during lockdown. With the help of friends and fans from across the globe (spanning Europe, New Zealand, USA, Mexico, Uganda and South Africa), they created something totally joyous and celebratory, fitting for these strange times – watch the official music video for Mario here.


Having established a loyal live fanbase and streams in the 10s of millions across all platforms online (through a series of hugely successful tours, singles and EPs), news of their debut album is much overdue and highly anticipated. The album, out in December 2020 was recorded by Marco Pasquariello (credits include Coldplay and Snow Patrol) and was produced by Guy Massey (credits include Ed Sheeran, Jack Savoretti and The Libertines).


Prior to this, 2019 saw the release of their most recent EP ‘Mad’ which was backed by a sold-out headline European tour across Spain, Italy, France, Germany and the UK. The EP rallied strong tastemaker support from the likes of BBC 6MusicThe IndependentClashEarmilk and many more. This year, the band utilised lockdown to engage with their fans more than ever before. Olly streamed acoustic #StayAtHome sessions live from his living room every day, for eight weeks straight and they all hosted a The King’s Parade themed quiz on Zoom which featured other artists, including Billy Lockett and Hollie Carmen. They even released #StayAtHome merch featuring fan art of Olly´s live-stream backdrop (his lounge), which sold out… twice!


‘How Long?’ is out now on all digital platforms | Follow The King’s Parade: Web | Facebook | Instagram | YouTube | Twitter | Spotify

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