First Watch: Matt Cardle ‘Run For Your Life’

With the X Factor wheel in full motion in the UK, last year’s winner has released a video to his new ‘proper’ single. It doesn’t sound like anything from any of the previous X Factor winners in Britain. I don’t know what I think of it to be honest but kudos for bucking the trend.


First Watch: Ayah Marar ft Yogi ‘Follow U’

I mentioned Ayah Marar a while back, and this is the video to her immense track, Follow U, released September 25th.

First Watch: AlunaGeorge ‘You Know You Like It’

I’m 27 years old, but I feel about 15 when I hear this new track from AlunaGeorge. Love it. ‘You Know You Like It’ is out this week on Super Recordings.

First Watch: Man Like Me ‘Peculiar’

A very peculiar video to a peculiar tune. The new single from Man Like Me, available to download October 3rd.

First Watch: Nicola Roberts ‘Lucky Day’

Nicola Roberts, one-fifth of Girls Aloud, didn’t make as much of a splash on the fickle world of British pop earlier this year with her Diplo-produced debut, Dance To The Beat Of My Drum. This is her second go at selling some records.

It carries that same vein of  ‘can’t be bothered to belt out some chords’ vibe which she seems to be carving out to be her sound. She was always the underdog in the Girls Aloud-do-solo-projects race, but she’s being the most original so far. I approve.

First Watch: The Saturdays ‘All Fired Up’

This, in my view, is the best mainstream pop song coming out of the UK this year so far. And to think I hated The Saturdays when they first came out…

First Watch: Scotty McCreery

Mini-country heart throb Scotty McCreery won the most recent version of American Idol, and this is his debut. You forget that this voice belongs to a SEVENTEEN year old. Nuts. I sort of like it!

First Watch: Oh Land ‘White Nights’

Here’s a first watch for Oh Land’s new single, White Nights. Quirky, eclectic, stylish, cool… etc…

First Watch: Will Young ‘Jealousy’

Here’s the just-released video for Will Young’s new single, Jealousy. He does look very jealous.

First Watch: Joan as Police Woman ‘Chemmie’

Sexy, sultry sounds from Joan as Police Woman’s new single, Chemmie (out August 1st) – I must admit I didn’t know who she was before watching this video but I kinda like her!

First Watch: Emeli Sandé ‘Heaven’

This video is like Unfinished Sympathy 2011 but it works so good! Can’t wait to see and hear more from this girl. Such an awesome talent.


First Watch: Black Cherry ‘One Another’

I’ll be very surprised if this track doesn’t become an internet hit. Hackney bred duo Black Cherry release their double A-side single ‘One Another’ and ‘Lost In The System’ on 29th August. A very catchy dance fusion of rock and electro.

First Watch: Adrian Lux feat Rebecca & Fiona ‘Boy’

The Rebecca & Fiona invasion continues. This is the new video for Adrian Lux featuring the girls and lots of… boys. I guess there’s nothing edgy here, but enjoy it for the camp factor.

First Watch: Penguin Prison ‘Fair Warning’

Booming, shimmering synths from the fantastic new Penguin Prison single. Mixed by Chris Glover (Penguin Prison) and Dan Grech-Marguerat (Radiohead, Scissor Sisters). A download bundle of selected remixes will be released on August 22, two weeks before the album finally drops. Follow Alfitude on Facebook and Twitter!

First Watch: Erik Hassle ‘Stay Away’

Weirdly I mentioned Erik last week, and today he’s put up his latest video up. Featuring lots of little Erik doing Swedish things that ginger kids do.

First Watch: The Reason 4 ‘Take It All’

You’ll recognise The Reason 4 from the 2010 series of The X Factor. They didn’t win, but it put them on the map and has helped realise a 10-year ambition for the Southampton four –piece. Now signed to Sony, this is their debut single, out August 7th. The average age for this band is 29, which is a bit rare for new boybands, but I like that. Grown up pop. Check out here.

First Watch: Fallulah ‘Out of It’

I was gutted when I missed Fallulah’s London show last week, but here’s her new video for ‘Out of It’. Love the song so much! There’s definitely something exciting about this girl, I can’t wait to see what she does next.

First Watch: Lady Gaga ‘Edge of Glory’

By far, one of her simplest videos but I rather like it for that. It’s probably for the best after the whole disappointment with the Judas video. This song makes me want to punch the air in a ‘yeah!’ kinda way.

First Watch: Friendly Fires ‘Hawaiian Air’

Definitely one of my favourite songs of 2011, this is the video for Friendly Fires’ ‘Hawaiian Air’. Album Pala is out now.

First Watch: Brookes Brothers ‘In Your Eyes’

Brookes Brothers self-titled debut album is out now digitally (click to buy from iTunes) and released on CD on Monday. Check out the brand new video for the radio hit single ‘In Your Eyes (feat. Johnny Osbourne)’.