From frenzied live shows and all-star co-signs to one of the most exciting unveilings of 2024 so far, SOFT LAUNCH aren't an overnight success. Check out our latest Dork Mixtape cover feature.

Words: Jamie Muir.
Photos: Jennifer McCord.

When we asked pop superstar CMAT which new act everyone should be keeping an eye on, the answer was "Soft Launch". When we pop superstar Declan McKenna which new act everyone should be keeping an eye on, the answer - again - was "Soft Launch".

When it comes to word-of-mouth, few acts are as buzzy right now as this up-and-coming fivesome. Stacking fans into packed pubs for a serving of their sugar-rush of genres and pop magic, they're a band ready to take over.

"We've been full-throttle," reflects Conor Price. It's a stunning spring afternoon in the heart of Brighton, just off from the city centre. Later that evening, they'll headline The Paris House, a small pub steeped in history the way that only pubs can be, the type of venue that has become a bit of a second home for the band (annual Christmas shows already firm fixtures in the diary), and which tonight will be bursting at capacity with feverish excitement.