Richard Ashcroft unveils music video for new single ‘This Is How It Feels’ – watch

The promo is the singer's first visual in six years

Richard Ashcroft has premiered the music video for new single, ‘This Is How It Feels’.

The clip, which has been directed by Ashcroft himself, is the first official visual from the solo artist in six years.

The track is taken from his forthcoming album ‘These People’, which is his fourth solo record and is due for release on May 20.

Recorded in London, ‘These People’ was produced by the former Verve frontman and longtime collaborator Chris Potter.

It also saw him reunite with Wil Malone, who worked with Ashcroft on the string arrangements on the seminal albums by The Verve ‘A Northern Soul’ (1995), ‘Urban Hymns’ (1997), and his platinum-selling and critically lauded debut solo album ‘Alone with Everybody’ (2000).

Last month, the star announced plans to play two UK headline gigs this Spring in support of his new LP, confirming shows at Manchester’s Albert Hall on May 14 and the Roundhouse in London on May 16.

Tickets went on sale last Friday (February 26), with both gigs selling out in just 25 minutes.

Meanwhile, Ashcroft recently revealed that his ’These People’ LP will tackle topics such as the war in Syria, the Arab Spring uprisings and the death of a close friend because, “to do nothing would be a crime in this sick nihilistic age of war”.


The singer also claimed he had been “experimenting with old and new equipment trying to find new textures and sounds to accompany an ancient art” and credited last year’s spate of acoustic shows in Mexico, Zurich and Bilbao for helping him realise “my lane in the chaos becomes clearer – to be a modern day troubadour”.

Ashcroft told NME: “Over the period I wrote this we’ve lived through incredible times. Highly contentious wars were going into the pot. There were grassroots movements that were then turning into semi-revolutions, there was Tahrir Square.

“There was everything kicking off all over the globe, people being divided. Pepper spray everywhere, tear gas… We’re in a very nihilistic age, we’re in death-ridden, world war times and I like to reflect the society we’re in but I also wanna possibly project something that gives us a sense of hope.”

The album’s tracklisting will be:

‘Out Of My Body’
‘This Is How It Feels’
‘They Don’t Own Me’
‘Hold On’
‘These People’
‘Everybody Needs Somebody To Hurt’
‘Pictures Of You’
‘Black Lines’
‘Ain’t The Future So Bright’
‘Songs Of Experience’