It came from SoundCloud: PC Music’s internet pop invasion

Exploring the fizzy world bursting towards the charts.

Originally published in The Edge

Playing a track on SoundCloud is never as straightforward as it may seem. Once non-skippable audio promos subside to gift you 30 seconds and an abrupt ending that reminds you of the firm’s perpetually iffy situation with the industry as a whole, the real fun can begin as it catapults you down a mesmerising rabbit hole of what happens when you give seamless distribution and budget creation tools to the most idiosyncratic budding musicians. Entire self-sufficient niches have established themselves, attracting new prey in this very fashion, and singular hits, especially in the dance world, have flourished from silent launches on the platform, but few lasting trends have managed to escape through into more mainstream vistas. PC Music is ready to be the exception. Continue reading “It came from SoundCloud: PC Music’s internet pop invasion”

Single review: Danny L Harle feat. Carly Rae Jepsen – ‘Super Natural’

An exquisite marriage between ultra-modern melodic oomph and delicate yet alluring pop vocals, ‘Super Natural’ is exactly what it says on the startlingly-polished tin.

Originally published in The Edge

For the uninitiated, PC Music is weird. Perhaps ideally described as a production collective set on a synthetic and garish model for a future in which dance and pop and fun and samples of distorted latex are all synonymous, its most forward-thinking and public-facing presentations to date have come courtesy of affiliate Samuel Long, aka SOPHIEProduct, his own compendium of singles and bleeps, and the Vroom Vroom EP he produced for Charli XCX to launch her label of the same name.

Eloquent in interviews without the need for child-like voice pitching, a smiling and familiar face on camera with an avid social media presence, and producing the signature nectar free from any of the potentially bitter points generally there to be unearthed, the movement has found a frontman perfect for their partnership with the venerable Columbia Records in Danny L Harle. ‘Super Natural,’ his third single of the relationship, is the best yet, catapulting the uber-contemporary brand back towards late-millennium raves. Driven by claps and firmly bleating synths rising throughout, this is as much a hyperactive club record as a stimulating, radio-nudging tune. Continue reading “Single review: Danny L Harle feat. Carly Rae Jepsen – ‘Super Natural’”

Album review: SOPHIE – Product

Beginning and ending with the only two tracks worth listening to, SOPHIE’s collection of singles leaves more than just an unpleasant ringing behind.

Originally published in The Edge

To celebrate Black Friday, SOPHIE, the foremost enigma of electronic pop who once described his genre as ‘advertising’, has released debut album Product in formats ranging from CD to…silicon thing. The London-based producer, who was last heard soundtracking a McDonald’s commercial (‘LEMONADE’) and collaborating with Madonna and Diplo (‘Bitch I’m Madonna’), made a pseudonym for himself in 2013 when his rather unique approach to the fundamentals of sound production, drowned in a sickly sweet marinade, surfaced through Glaswegian label Numbers. Continue reading “Album review: SOPHIE – Product”