APRE launch new single ‘Live It Up’ & announce mini-album (Polydor Records)

APRE have today launched brilliant new single ‘Live It Up’, which is available now on Polydor Records. The unique London band has also announced details of a mini-album project, ‘Always In My Head’, to follow on November 6^th. ‘Live It Up’ arrives alongside a creative video filmed by Charlie and Jules separately in quarantine, directed remotely by Mila Austin. An extensive touring schedule for APRE is additionally being rerouted for 2021, with the band having sold out the Scala earlier this year, played a headline tour around the UK, and also gone on the road with the likes of Sam Fender, Lany, Friendly Fires and Inhaler.

Watch/listen to ‘Live It Up’HERE

For APRE, ‘Always In My Head’ is “a message of escapism. It poses the question ‘what’s life really worth?’ ‘Why do we fixate on pleasing other people constantly?’ We all need to get out our own heads a little more.” It’s a philosophy that has always been at the heart of APRE’s music to date, but reaches a peak on new single ‘Live It Up’: an exhilarating, feel-good rush of alternative pop, again turning a negative situation inside-out. “Live It Up is about being pushed down by social pressures, and never feeling like you are good enough. But there is hope in the song: listen to the people you really love and trust, help them encourage you.”

APRE are one of the UK’s most exciting, astute new bands. Fronted by co-vocalists Charlie and Jules, the group appear as inspired by the socially conscious, observational lyricism of Pet Shop Boys as the indie lineage of acts like Foals, via the culture-colliding production of Peter Gabriel. The band’s innately massive-sounding songs derive, too, from a more introspective, outsider-status. Finding few creative opportunities in their respectively suburban upbringings, it was the unlikely confinement of a West London chess club where APRE formed, and first found their own outlet for escapism. And it’s the harsh reality of the outside world that the band have frequently spun on its head over the their formative EPs to date. Whether addressing the turbulent political climate (‘Guns Down’), the more isolating aspects of technology (‘Everyone’s Commute’) or how modern relationships survive all this, APRE have refined their eclectic, experimental sound into songs which are as hugely accomplished as they are emotionally open.

On upcoming album-project ‘Always In My Head’, APRE – a band, after all, who have always written, recorded, and produced everything DIY before it became a necessity – truly come into their own. Despite its dark surroundings, their ear for universal, positive and affirming pop music transform even the dark backdrop of songs like ‘Live It Up’ into a celebration of life.

Watch/listen to ‘Live It Up’ HERE

Listen to ‘Go Somewhere’ HERE