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 The King’s Parade 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 6Music, The Independent, Clash, Earmilk and many more. This year, the band utilized 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!

The London based alternative pop group, The King’s Parade is continuing the make epic waves, quickly winning over the hearts of music lovers worldwide. With their fun production, great lyrics, and overall feel good vibe in all of their music — they are quickly becoming a household name, as they should.

How Long? which dropped August 28, is the second track to drop from their up-coming debut album, and follows first track Mario‘. Gaining a lot of love and attention around the world, it’s no secret that their music is very well deserving of a much wider audience. & that is definitely going to be achieved with this track and more specifically, this upcoming album they have set to release in December.

“‘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 from The King’s Parade mentioned. Premiering now on PopWrapped, the vibey, feel good, video for “How Long?”

You can watch the official video above and download the new track on all your favorite platforms. Be sure to check out The King’s Parade on Twitter, Instagram, and Facebook. Favorite part of the video? Let us know in the comments section below.