Soft Launch, the Anglo-Irish Art Pop quintet making waves across the UK and Ireland, are closing out the summer with a playful yet powerful new track, ‘Milkshakes’. With their signature tongue-in-cheek style, the band jokingly call it “the song of the summer that we’ve decided to release in September.”
But don’t let their self-aware humour fool you - this track has all the makings of a late-summer anthem, filled with retro-futuristic funk grooves that are perfect for anyone looking to escape the chaos and sip on life’s simpler pleasures.
Swathed in warm, hazy analogue production mixed by the legendary Spike Stent, ‘Milkshakes’ is a protest song for the emotionally drained and fed-up. It’s a rallying cry for those who want to block out the world’s noise and, in Soft Launch’s words, “just drink milkshakes.” With a sound that feels both nostalgic and refreshingly modern, the quintet has once again delivered a track that feels like a breath of fresh air in a crowded music landscape.
Soft Launch has been rapidly gaining momentum since their debut single ‘Cartwheels’ dropped earlier this year. After a whirlwind summer of festival performances at Rock City, Rock en Seine, Reeperbahn, and Reading & Leeds, the band is poised to bring their signature energy to their debut headline tour. Kicking off in frontman Josh McClorey’s hometown of Dublin on October 1st with a sold-out show at the Academy 2, this tour promises to be one of those “I was there” moments. From Dublin to Glasgow, Sheffield to Brighton, the tour will snake its way across the UK, concluding with a high-energy finale at The Garage in London on October 15th.
What sets Soft Launch apart from their peers is their ability to disrupt the traditional boyband image with a fresh, idiosyncratic approach. Across their three singles this year - ‘Cartwheels’, ‘Piano Hands’, and ‘In My Bed’ (recorded live at Oslo) - the band has showcased their eclectic sound and impressive versatility. Each member of the group - Josh McClorey, Henry Pearce, Conor Price, Ben Quinn, and Limmer - brings something unique to the table. They all write, produce, and effortlessly switch between instruments, creating a seamless live experience that feels both chaotic and tightly controlled.
Vocals shift between the members, giving each track a different flavour while maintaining their cohesive, Beach Boys-esque harmony. But what truly sets Soft Launch apart is the trust they place in one another. There’s no frontman ego or self-promotion, just a group of musicians working in perfect harmony, each playing their part in a beautifully balanced creative ecosystem.
As ‘Milkshakes’ hits streaming platforms, Soft Launch is clearly positioning themselves as one of the most exciting new bands to watch. Their infectious energy, self-aware humour, and undeniable talent make them a breath of fresh air, just when the music scene needs it most. Catch them live if you can - this is a band that’s only going up from here.
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