PC Musicis a record label and art collective based inLondonand run by producerA. G. Cook.[1]It was founded in 2013, uploading its first releases toSoundCloudthat year.[2]Artists on its roster have includedHannah Diamond,GFOTY,Danny L Harle,Easyfun (nowFinn Keane),Namasenda,andPlanet 1999.The label's releases have been showcased on the compilationsPC Music Volume 1(2015),Volume 2(2016), andVolume 3(2022). Following a decade-long run, since 2024 the label is now only dedicated to archival projects and special reissues.[3]
PC Music | |
---|---|
Founded | June 25, 2013 |
Founder | A. G. Cook |
Genre | |
Country of origin | United Kingdom |
Location | London |
Official website | pcmusic |
The label is known for its surreal or exaggerated take onpop musictropes from the 1990s and 2000s,[4]often featuring pitch-shifted, feminine vocals and bright, synthetic textures.[5]PC Music has been characterized as embracing the aesthetics ofadvertising,consumerism,and corporate branding.[5]Its artists often present devised personas inspired bycyberculture.[6]The label has inspired both praise and criticism from journalists, and has been called "polarizing".[7]
Background
editThe label functions as a collective in which acts frequently collaborate with each other.[1]Many of the acts are aliases, obscuring the identities and number of artists on the label.[8]Early on, the label kept tight control over its branding and limited its interaction with journalists,[9]and as its profile grew, Cook declined to engage with press, described as a sort ofBerry Gordyfigure within the group.[10]Vicemagazine said that PC Music's acts are best understood not as living people but as "meticulously planned and considered long-running art pieces…living installations who put out music."[11]Cook mentioned preference for "recording people who don't normally make music and treating them as if they're a major label artist."[12]Rather than engaging in extended promotional campaigns, the label continually announces new acts.[1]Each develops a persona that is conveyed throughInternet slangand cartoon imagery.[6]
History
editCook had previously worked on Gamsonite, a "pseudo-label" and blog collecting his early collaborations, among other projects while studying music atGoldsmiths, University of London.[13]He founded PC Music in August 2013, as a way of embracing anA&Rrole.[12]Within a year the label had published 40 songs on SoundCloud where, as of September 2014, some of its songs had accumulated over 100,000 listens.[2][6]It had not released a physical single,[2]and its firstpaid downloaddid not come until the November 2014 release ofHannah Diamond's "Every Night".[14]QT's "Hey QT"single was also released in 2014, onXL Recordings,with production from Cook and PC Music-affiliateSophie.[15]
In March 2014, the label made their live debut in the United States when Cook, Sophie and QT performed atHype Machine's Hype Hotel duringSouth by Southwest.[16]The following year, in March 2015, several members of the collective appeared at a label showcase atSouth by Southwest.[17]Cook described it as a "rebirth moment" for the group, moving toward functioning as a real record label.[18]Shortly after, they released their first official compilation album, titledPC Music Volume 1.[19]On 8 May 2015, PC Music artists performed atBRIC HouseinBrooklyn,New Yorkas part of theRed Bull Music AcademyFestival, to premiere Pop Cube, "a multimedia reality network".[20]
On 21 October 2015, the label announced onFacebooka partnership with major record labelColumbia Records.The first release through this partnership was an EP fromDanny L Harle.[22]In December 2015 PC Music released the single "Only You", a collaboration between A. G. Cook and the Chinese pop starChris Lee,with a music video directed by Kinga Burza.[23]
On 18 November 2016, PC Music releasedPC Music Volume 2,a compilation featuring most of the label's roster. A review inThe Guardianpraised it for being "more beautiful and progressive than ever before" and proof that "Cook and his gang are the cleverest, most thoughtful people in British pop".[24]
On 16 February 2018, PC Music released a limited dual-vinyl compilation of bothPC Music Volumes 1and2[25]and in December 2018, PC Music announced new vinyl and CD reissues ofPC Music Volumes 1and2,as well as the first physical release of the label'sMonth of Mayhemcompilation.[26]
On 25 June 2023, the label's 10th anniversary, PC Music announced that 2023 would be the label's final year of new releases, and from 2024, the label would be dedicated to archival projects and special reissues. Coinciding this announcement was the release of a mixtape featuring the work of many PC Music artists.[27]
PC Music's final new release was Thy Slaughter's debut albumSoft Rock,released December 1, 2023.[28]The album featured appearances fromAlaska Reid,Caroline Polachek,Ellie Rowsell,andCharli xcx,as well as additional songwriting fromAlma,Patrik Berger,Noonie Bao,andSophie.[29]
Sound and influences
editThe label has released music with a consistent sound that Clive Martin, writing forVice,described as "A playful composite of disregarded sounds and genres".[1]Lanre Bakare, writing forThe Guardian,identified the music's elements as "the huge synth blasts favoured byEurodancechart-botherers such asCascada,grime's sub-bass, andhappy hardcore's high-pitched vocal range ".[9]The styles and influences of music incorporated include bubblegum dance,Balearic trance,wonkyandelectro house.Cook citesKorean&Japanesepop music andgyaruculture, as well as the production work ofMax MartinandJimmy Jam and Terry Lewis.[12]His production involves layering discordant sounds on top of each other to produce chaotic mixes,[12]similar to the techniques used in black MIDI music.[8]Abrupt shifts intimbreand rhythm are used to create multiple perspectives of a personality.[30]Cook also indirectly cites American musicianConlon Nancarrowas a source of inspiration in the PC Music Pop Cube Trailer 1.[31]
PC Music's songwriting often deals with consumerism as a theme. In their take onhaul videos,[32]Lipgloss Twins include references to fashion and makeup brands.[33]Vocals on the label's mix forDIS Magazinereflect various forms of marketing: producer ID tags, film trailers, and product placement for a sponsor.[8][33]The label brings in inexperienced singers to record its songs.[13]It thoroughly processes the vocals, shifting the pitch upward orchoppingit to use as a rhythmic element.[12][8]These distortions create apost-ironicrepresentation of consumerism, money, and sex.[34]
PC Music's aesthetic combines elements of cuteness,camp,andkawaii,[1][9][33]though often, as music critic Maurice Marion points out forRare Candy,with a sinister,Lynchianundertone achieved by dissonant inversions and caustic harmonization.[35]Critics likened the label toRyan Trecartinin its irregular pacing andvalley girlslang.[36]In a piece forVice,Ryan Bassil suggested that PC Music's style allows for a more candid expression of emotions.[6]
PC Music has been described as less "macho" take on the "house revival",[9]bringing "playfulness and femininity"[1]to dance music subculture. The availability of music software has allowed for the spread of high-production dance music by independent musicians, particularly on SoundCloud. PC Music often exaggerates the homogenised, high-fidelity aesthetics of these songs.[36]Voguedeputy editor Alex Frank commented that the overt manipulation of cultural references showcased a cynical sense of humour, creating an insular approach to making dance music during a period of house revival.[37]
In the late 2010s, the term "hyperpop"began to be used as amicrogenrereferring to music associated with the PC Music label and the artists it influenced.[38]
Reception
editAs PC Music became more prominent in 2014, the reaction to it was often described as "divisive".[9][11]Joe Moynihan, writing inFact,remarked that "PC Music have, in just over a year, released some of the most compelling pop music in recent memory." Some critics have found its high-tempo trance sound artless or aggravating.[8]
PC Music received accolades in several 2014 year-end summaries.Dazedincluded A. G. Cook at number 12 in their "Dazed 100";[39]Factnamed PC Music the best label of 2014;[40]The Huffington Postincluded PC Music at number 3 in their "Underrated Albums - 2014";[41]Resident Advisorincluded PC Music at number 4 in their "Top Labels of The Year" in 2014;[42]andTiny Mix Tapesincluded it in their "Favorite 15 Labels of 2014".[43]Spinmagazine named PC Music its "Trend of the Year" for 2014.[44]In 2021, The Forty-Five named several PC Music artists – including A.G. Cook, umru and Hannah Diamond – in their list of the best hyperpop songs of all time.[45]
Live shows
editPC Music have produced a number of label focused showcases since their inception. After a brief showcase at SXSW in 2015, on 8 May 2015, PC Music launched a "multimedia reality network" called 'Pop Cube'. An event in conjunction with the network was created and became part of theRed Bull Music AcademyFestival in New York, which quickly sold out.[46]In May 2016, PC Music presented 'Pop Cosmos' at the Scala in London, featuring Danny L Harle, Hannah Diamond, GFOTY, A. G. Cook, Felicita, Easyfun and Spinee.[47]In July 2016 PC Music held a new one-off event called 'Pop City' at Create in Los Angeles. As well as scheduled performances from PC Music performers, the show featured guests, includingCarly Rae Jepsen,Charli xcx,and QT.[48]On the405webzine, PC Music’s live shows have been described as being surrounded by a care-less authentic aura and have been recognised for their "forward-thinking fearlessness to push pop music into new and daring areas".[49]
Artists
editArtists previously signed to the label
- A. G. Cook
- Astra King
- caro♡
- Danny L Harle
- EasyFun[13][50]
- felicita[51]
- Finn Diesel[52]
- GFOTY
- GRRL[27]
- Hannah Diamond
- Hyd
- Holly Waxwing
- Kane West[8]
- Lil Data[16]
- Namasenda
- Ö
- Planet 1999
- Spinee
- Tommy Cash
- umru[53][54]
Artists with only one solo release on the label
Group projects and alternative aliases on the label
- AFK (Ö & A. G. Cook)
- Bopples (A. G. Cook & Kai Whiston)
- Danny Sunshine (Danny L Harle)
- DJ LIFELINE (A. G. Cook)
- DJ Warlord (A. G. Cook)[8]
- Dux Content (A. G. Cook & Danny L Harle)[8]
- EasyFX (A. G. Cook & EasyFun)
- Guys Next Door (A. G. Cook &Oneohtrix Point Never)[55]
- Life Sim (speculated to be A. G. Cook)
- Lipgloss Twins (A. G. Cook & Felicita)[13]
- MC Boing (Danny L Harle & Lil Data)[56]
- Nu New Edition (A. G. Cook)
- Pobbles (A. G. Cook)
- Thy Slaughter (A. G. Cook & EasyFun)[57]
- U.R.S.U.L.A. (speculated to be A. G. Cook & Spinee)[58]
Vocalists and other featured artists on the label
- 645AR
- Aj simons
- Alaska Reid
- Banoffee
- Carly Rae Jepsen
- Caroline Polachek
- Cecile Believe
- Charli xcx[59][60]
- Chloe Sachikonye
- Clairo
- Denzel Himself
- Ellen Roberts
- Ellie Rowsell
- Emily Verlander
- Eyelar
- emotegi
- Fraxiom
- Goth Jafar
- Harriet Pittard
- Hazel Yule
- Iiris
- Joey LaBeija
- Kero Kero Bonito
- La Zowi
- Laura Les
- Lewis Grant
- Matt Copson
- Merlin Nova
- Mowalola
- Noonie Bao
- OhEm
- Oklou
- Petal Supply
- Phoebe Ryan
- Raffy
- Ravenna Golden
- Rebecca Black
- Sarah Bonito
- Sophie Cates
- Sounds Like A U Problem
- Tony Velour
- YoungQueenz
Artists with at least one remixed release by an artist on the label
- 100 gecs
- Banoffee
- Baauer
- Bladee
- Bleachers
- Caroline Polachek
- Casey MQ
- Charli xcx
- Christine and the Queens
- DJ DJ Booth
- Dreamtrak
- Eartheater
- Ed Sheeran
- Erika de Casier
- Hikaru Utada
- How To Dress Well
- Janet Jackson
- K.I.D
- Kacy Hill
- Kai Whiston
- Kero Kero Bonito
- Lady Gaga
- lil aaron
- Magdalena Bay
- Max Tundra
- MNEK
- Oklou
- Oneohtrix Point Never
- Orchin
- Perfume Genius
- Phoenix
- Rostam
- Sekai no Owari
- Silly Boy Blue
- Slayyyter
- Spector
- Tinashe
- Wave Racer
- Whethan
- Yelle
Timeline
Discography
editCompilation albums
editTitle | Album details |
---|---|
PC Music Volume 1 |
|
PC Music Volume 2 | |
PC Music Volumes 1 & 2 | |
Month of Mayhem |
|
Appleville (Golden Ticket) |
|
Pop Crypt (Skeleton Key) |
|
Pop Caroler's Songbook |
|
PC Music Volume 3 |
|
Away From Keyboard [file not found] |
|
Extended plays
editTitle | Album details |
---|---|
Pop Carol (Free Present with RSVP) |
|
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External links
edit- Official website
- PC Musicpublishing catalog atMusicBrainz
- PC Musicdiscography atDiscogs