Hailing from York, King No-One is part of the iconic Scruff of the Neck team which is an instant indication of quality. And their new song ‘Not Willing to Sacrifice My Life’ is an extraordinarily mature and well executed indie stomper filled with poise and swagger. A recurring insistent backing chorus, a thumping rhythm section and sparkling guitars underpin a synth-based drive. Perfectly captured in this engrossing, dynamic video:

King No-One is a band filled with well justified confidence and imbued with an inherent rock-star bluster: an essential yet indefinable kernel of rock’n’roll.

Front man Zack Lounds is the perfect performer: enigmatic and bold, impassioned and slightly outrageous. Of the lyrics, he says:

Not willing to sacrifice my life is about the struggle with addiction. Be it a vice, a person or a goal. I have a personal problem of not being able to stop, I have a goal and it’s just tunnel vision to reach it – and what I failed to realise was that on the path I chose, I was causing destruction to myself.”

“These tendencies also fell into play when using narcotics. And manifested in a ‘I can’t, and I won’t stop’ attitude. One night this went too far. My mind was fried as I tried to coat my brain in things that ridiculed the way I think over and over I abused my mind in a three pronged attack.”

This is a very exciting band – sparkling indie pop at its best. You can get the single from the usual sites. King No-One are on tour in April and I would imagine they would be brilliant live. Dates are as follows:

21st – Manchester, Deaf Institute

22nd – London, Camden Assembly

23rd – Leeds, Headrow House