In an industry where trends usually take from one another and evolve, its always refreshing to hear something completely out of left field. These sorts of sounds will often be met with very polarised opinion as they tend to have a distinct ‘love it’ or ‘hate it’ effect. While some are deeming it to be nothing but a phase, we are of the opinion that not only is ‘Future Pop’ here to stay- it’s here to stay for the long run. While the genre is yet to be named, we’ve unofficially dubbed it as “Future Pop’ (until corrected otherwise) because that is exactly what it is. The catchiness and the simplicity that is present in today’s pop is taken and amplified to an almost ridiculous level in this new, kitschy approach to the sound.
The biggest outlet for this music so far is definitely PC Music, a label headed by London’s A.G. Cook. In a time where a lot of the music in EDM seems to be heavy or even dark, PC Music have broken through as the face of the polar opposite with their releases all sharing a playful, light, and futuristic aesthetic. One of their most anticipated releases is a collaboration between the founding father A.G. Cook and SOPHIE- a track labeled ‘DRINKQT.COM’. We are yet to hear the full thing, right now we’ll have to make do with only a short preview.
Although not directly affiliated with PC Music, yet probably the most familiar name of the movement, SOPHIE has been supported by many of our favorites from Ryan Hemsworth to Cashmere Cat to Nina Las Vegas. SOPHIE is somewhat of a mystery, choosing to remain anonymous, but the one thing we do know about him is that every track he puts out never fails to surprise and never fails to excite. The bubblegum vocals, candy coated bass, and the sharp, colorful sound effects that make up “Lemonade” have brought the song quite a bit of attention with many calling it the best surprise of the year.
The movement has inspired many producers and a lot of the results have been awesome, but a stand out for me was released by Brooklyn based producer Maxo. Featuring the unique voice of PC Music vocalist GFOTY, the track highlights everything that I find so exciting about this sound in general. Interestingly, the vocals are used almost as another instrument, with the clean and bouncy production shining through as the emphasis.
Obviously all radical movements will be met with controversy, but we love where this is going. If you agree, disagree, or can’t make up your mind- the comments section is open for debate. Let’s see where the majority lies!
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