Cook’s PC Music is more collective than label, with tons of collaborations between artists on the roster and a bevy of aliases to keep the focus on the music. Cook’s PC Music collective, along with dubstep experimenters like Rustie and Hudson Mohawke, helped nudge other forms of music towards what is now known as hyperpop.
Imagine a blended smoothie of Lil Baby, Dua Lipa, Girl Talk, Disclosure, and Aphex Twin, and you may land somewhere close to where 100 Gecs landed with their debut.īut before they helped create this new landscape, artists like the late, great Sophie and the mid-2010s discography of A. The experimental pop record found the duo of Laura Les and Dylan Brady diving into the production crevices of rap, pop, R&B, electronic music and more, then distilling it into a perfectly chaotic blend of all these styles.
While the genre has accelerated and has begun mingling with more mainstream strands of popular music, the maximalist style originated in the mid-2010s with a number of musicians who had an uncanny ability to blend avant-garde electronic experiments with melodies and harmonies that would stay in your head for days.ġ00 Gecs are popularly (and rightfully so) referred to as pioneers of hyperpop, but the genre was bubbling in the early 2010s before they exploded onto the indie scene with 1000 gecs in 2019. To put it simply, hyperpop is a meta-commentary on pop music, accentuating the things we all associate with the genre (catchy hooks, repeatable melodies) but exaggerated to an almost surreal degree. But what is hyperpop and what are its artists doing? That’s a difficult question to answer. Of all the genres that have emerged in the internet age, few are more actively online than hyperpop, digicore, and all of the subgenres that have emerged out of the movement.
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