Manchester’s premier purveyors of fuzzy, alt-rock grit, False Advertising, have made a thunderous return with their latest single, ‘Next Big Thing’. Arriving alongside a striking self-directed music video, the track serves as the final, frantic countdown to their long-awaited full-length album, ‘The Sorry Window’, which is set to drop on 1st May.
Following a string of stellar singles including ‘Acid Rain’ and ‘Don’t Ask Me’, ‘Next Big Thing’ finds the trio leaning into a sharper, more urgent post-punk influence. It is a track defined by its duality: the music is high-octane and confrontational, yet the lyrics are steeped in a vulnerable, internalised anxiety. The song serves as a scathing look at the performative nature of the music industry and the crushing weight of expectation.
The track’s evolution is a testament to the band’s meticulous DIY ethos. Originally captured in Manchester rehearsal rooms, the song was eventually polished at London’s iconic The Church Studios. It features a powerhouse production team, with frontwoman Jen Hingley co-producing alongside Luke Pickering (noted for his work with Fontaines D.C. and Arlo Parks). Mastering was handled in Berlin by Kevin Tuffy, ensuring the band’s signature ‘fuzz’ retains its professional edge.
Speaking on the inspiration behind the track, Jen Hingley explains: “There’s this idea that you have to present your band as if you’re already the next big thing. This song is about how unrealistic that is — and how most of it is just trying to get past your own self-doubt.”
This sentiment is mirrored in the music video, also directed by Hingley. Filmed at Stoop Studios, the visuals contrast a polished, ‘perfect’ version of the band against their more authentic, grounded reality.
With over a million streams since 2019’s ‘Brainfreeze’ and a live CV that includes supports for Idles, Everything Everything, and a personal invite from Robert Smith to play Meltdown Festival, False Advertising are no longer a ‘best-kept secret’. ‘The Sorry Window’ marks their first album in six years, and if ‘Next Big Thing’ is any indication, the wait has been entirely worth it.
Stream 'Next Big Thing' on all major platforms now and follow False Advertising on socials for more updates ahead of their album launch! For more, follow the band today on Instagram, Facebook, and TikTok.
