Earlier this year the YouTube channel Proximity quietly launched its record label, shortly followed by announcements of a partnership with Vegas club Hakkasan, partnership with Universal’s Geffen Records, and surpassing a formidable 5 million YouTube subscribers. Proximity is clearly on an unstoppable route in the dance music space, and is dominating all facets of live and distributed music.
The newest project for Proximity to get behind is Snugs, an enigmatic artist that just unveiled their debut single as one of the first releases on Proximity’s label. More of an immersive ethos than a typical musician, Snugs has shared their debut track alongside a written story, a character with accompanying stuffed animals, and a lyric video highlighting the cute- but mischievous-looking Snugs character. Following the success of acts like Marshmello, Zhu and Claptone there’s little wonder why an electronic artist would choose to create a distinctive brand around their project; but Snugs have gone above and beyond, seemingly molding an entire world for the Snugs character centered around themes of comfort and the bedroom. Their first single “Radio Silence” fits the comfortable aesthetic perfectly, centered around warm synths, playful vocal fills, and a pop-friendly vibe that takes notes from successful crossover acts like Louis The Child and Jack U. This is one of the more exciting artist debuts we’ve seen to date, so we’re keeping our eyes peeled to see where Snugs’ music and brand goes over the next year. Take a listen to the music, peep the ridiculous character, and read the story behind “Radio Silence”, pasted below.
Snugs – Radio Silence (ft. HAILZ) | Stream/Download
Snugs is here for you.
She tapped her finger nervously on the side of the illuminated screen. Her words in a wall of blue text screaming back at her. She shifted uncomfortably in her bed not able to find a comfortable position. It had been exactly seven hours since his last response. In her desperation she cries out for comfort with all her might…
In that moment Snugs was listening. An omniscient and benevolent being, he rushes to action and appears at the foot of her bed.
“Who are you?” the girl asked.
“Hello there. I am snugs. I heard your cry for help.”
“Did he send you?”
“Can you make him respond to me?”
“Well then what good are you to me?”
“I cannot make your problems disappear, but I can be here through times of need. We all get frustrated sometimes when it feels like we are being ignored. Sometimes the best things to do is just to let it allllll go. Our lives and happiness are not dependent on other people. We create our own comfort. Now grab a blanket, throw a pillow, get up on your bed and dance!”
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