An introduction to PC Music and Hyperpop
Hyperpop (and PC Music as an element of that) is a sub-genre of pop music that I find very interesting for a number of reasons. Hyperpop is described as music that takes common tropes from pop music and exaggerates them to extremes, almost parodying them, as well as taking some influence from dance music. It's largely experimental and has a certain chaotic and futuristic aspect to it that means it often gets easily dismissed, or seen as a joke. For this reason, I feel like hyperpop, is a sort of marmite thing, where those who like it really like it, and those who don't, hate it.
PC Music is in fact a London-based record label, however it is often used to describe the overarching style of music made by the (20 or so) artists that contribute to the label, which has consequently led to the growth of hyperpop as a sub-genre with other artists creating music similar to the 'PC Music' style. PC Music was founded by producer A.G. Cook in 2013, who contributes his own music to the label as well as managing it. One major selling point of the music that comes out of the label is that it is all very personality-driven, and in some cases a 'look' was established before the music. The label have released
two compilation albums to date, one in 2014 and the other in 2015, with the second garnering a five star review in the Guardian. Although the label are putting out less music now than they were in the first few years, their influence on current pop music is clear and although I'd say none of the artists on the label are commercial names in their own right, they have worked alongside well known artists such as SOPHIE and Charli XCX.
The impact of Scottish producer and musician SOPHIE on hyperpop music is one that shouldn't be understated. Although not signed to PC Music herself, she met A.G. Cook before he founded the label, and has worked alongside him and other artists ever since, such as QT, Charli XCX, and even Madonna. Her 2018 debut album 'OIL OF EVERY PEARL'S UN-INSIDES' received widespread critical acclaim and was nominated for best dance/electronic album at the Grammy Awards.
Arguably, SOPHIE can also be at least partly credited for Charli XCX's music doing an almost 180 from being quite a generic pop artist to maybe the most recognisable name in hyperpop (although she likely wouldn't have this success had she not have gained fame from her earlier music). Charli's 2016 'Vroom Vroom EP' produced solely by SOPHIE and featuring my favourite PC Music artist Hannah Diamond on one track, was Charli's first foray into the hyperpop sound she is now known for, and although she doesn't achieve success in the charts as often anymore, and her record label weren't thrilled by the change, over time her switch in style of music has led to her being much more well regarded as an artist amongst critics, while also leading to a more cult, but niche audience. I'd also say that this change in Charli XCX's sound led to many more people getting into hyperpop music as the EP still featured Charli's usual vocals, and not the almost chipmunk-like sound a lot of PC Music artists are known for, which turn many people off immediately.
Although it would be fair to say that the PC Music label isn't as active anymore as it once was, the hyperpop sound is definitely not dying out, and I personally think it will gain popularity and isn't something that will only have been listened to in the 2010s for example. Already this year Charli XCX released a new record titled 'how i'm feeling now' produced by A.G. Cook and made entirely during the UK lockdown period. The album received overwhelmingly positive reviews and I think is a good indication of what will come next for Charli.
There has also been a number of new releases this year from other hyperpop artists such as Dorian Electra and Kim Petras (who I thinks success can be credited partly to Charli XCX and their appearances on her mixtapes and albums). This style of pop music may also become more mainstream over time for example artists like Hannah Diamond supporting Carly Rae Jepsen on tour, and the use of hyperpop artists music on social media platforms like TikTok. Although it is argued whether they are hyperpop or not, duo 100 gecs have received a lot of success through being popular on certain sides of TikTok, as well as other artists such as Slayyyter and her track Hello Kitty. I will include 100 gecs in this post as although they are perhaps not purely hyperpop, their affiliation with the majority of the artists I've mentioned in this post is strong. This is emphasised further by their new remix album '1000 Gecs & The Tree Of Clues' released next Friday (July 10th) featuring artists such as Danny L Harle and Tommy Cash, as well as previously released remixes featuring Dorian Electra and Charli XCX.
So although the hype around PC Music has diminished, hyperpop is still popular amongst many people and I believe and hope this will continue for a while. As I mentioned earlier, this sub-genre is very interesting to me and I hope that those reading this may have found it at least somewhat interesting even if the music itself does not appeal to you. I will include a few of the best resources I used when writing this post down below if anyone is interested in reading further.
Resources:
PC Music: the future of pop or 'contemptuous parody'? - Guardian article, 2015
An Introduction to PC Music - YouTube video, 2019
PC Music Are for Real: A.G. Cook and Sophie talk twisted pop - Rolling Stone article, 2015
The Evolution of SOPHIE - YouTube video, 2018
Charli XCX: The pop futurist who broke every rule in music - Independent article, 2020
Charli XCX - Vroom Vroom EP REVIEW - YouTube video, 2016
PC Music is in fact a London-based record label, however it is often used to describe the overarching style of music made by the (20 or so) artists that contribute to the label, which has consequently led to the growth of hyperpop as a sub-genre with other artists creating music similar to the 'PC Music' style. PC Music was founded by producer A.G. Cook in 2013, who contributes his own music to the label as well as managing it. One major selling point of the music that comes out of the label is that it is all very personality-driven, and in some cases a 'look' was established before the music. The label have released two compilation albums to date, one in 2014 and the other in 2015, with the second garnering a five star review in the Guardian. Although the label are putting out less music now than they were in the first few years, their influence on current pop music is clear and although I'd say none of the artists on the label are commercial names in their own right, they have worked alongside well known artists such as SOPHIE and Charli XCX.
Arguably, SOPHIE can also be at least partly credited for Charli XCX's music doing an almost 180 from being quite a generic pop artist to maybe the most recognisable name in hyperpop (although she likely wouldn't have this success had she not have gained fame from her earlier music). Charli's 2016 'Vroom Vroom EP' produced solely by SOPHIE and featuring my favourite PC Music artist Hannah Diamond on one track, was Charli's first foray into the hyperpop sound she is now known for, and although she doesn't achieve success in the charts as often anymore, and her record label weren't thrilled by the change, over time her switch in style of music has led to her being much more well regarded as an artist amongst critics, while also leading to a more cult, but niche audience. I'd also say that this change in Charli XCX's sound led to many more people getting into hyperpop music as the EP still featured Charli's usual vocals, and not the almost chipmunk-like sound a lot of PC Music artists are known for, which turn many people off immediately.
Although it would be fair to say that the PC Music label isn't as active anymore as it once was, the hyperpop sound is definitely not dying out, and I personally think it will gain popularity and isn't something that will only have been listened to in the 2010s for example. Already this year Charli XCX released a new record titled 'how i'm feeling now' produced by A.G. Cook and made entirely during the UK lockdown period. The album received overwhelmingly positive reviews and I think is a good indication of what will come next for Charli.There has also been a number of new releases this year from other hyperpop artists such as Dorian Electra and Kim Petras (who I thinks success can be credited partly to Charli XCX and their appearances on her mixtapes and albums). This style of pop music may also become more mainstream over time for example artists like Hannah Diamond supporting Carly Rae Jepsen on tour, and the use of hyperpop artists music on social media platforms like TikTok. Although it is argued whether they are hyperpop or not, duo 100 gecs have received a lot of success through being popular on certain sides of TikTok, as well as other artists such as Slayyyter and her track Hello Kitty. I will include 100 gecs in this post as although they are perhaps not purely hyperpop, their affiliation with the majority of the artists I've mentioned in this post is strong. This is emphasised further by their new remix album '1000 Gecs & The Tree Of Clues' released next Friday (July 10th) featuring artists such as Danny L Harle and Tommy Cash, as well as previously released remixes featuring Dorian Electra and Charli XCX.So although the hype around PC Music has diminished, hyperpop is still popular amongst many people and I believe and hope this will continue for a while. As I mentioned earlier, this sub-genre is very interesting to me and I hope that those reading this may have found it at least somewhat interesting even if the music itself does not appeal to you. I will include a few of the best resources I used when writing this post down below if anyone is interested in reading further.
Resources:
PC Music: the future of pop or 'contemptuous parody'? - Guardian article, 2015
An Introduction to PC Music - YouTube video, 2019
PC Music Are for Real: A.G. Cook and Sophie talk twisted pop - Rolling Stone article, 2015
The Evolution of SOPHIE - YouTube video, 2018
Charli XCX: The pop futurist who broke every rule in music - Independent article, 2020
Charli XCX - Vroom Vroom EP REVIEW - YouTube video, 2016
Comments
Post a Comment