Between scholarly music and popular culture, this movement born behind computer keyboards synthesizes the proliferation of genres listened to the internet.
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Among the innumerable genres and musical submens that do not cease to bloom (and to fade) in the teeming world of Underground, a current, baptized “Hyperpop” since the end of the 2010, ended up taking A strong enough magnitude to make it want to decrypt it. Already rich in a genealogy of pioneers (AG Cook, Dylan Brady …), icons (Sophie, Charli XCX, Arca …) and an abundant descendants (Hannah Diamond, Shygirl, Slayyyter, GUPI, Dorian Electra, PinkPantHeople … ) Distilling its influence to France (a virgin ascendant, Nömak, Owlle, Regina Demina, Timothy Joly, Planet 1999, Eloi, Oklou …), this movement celebrating a hypertrophic vision of popular music designates less a style than envy to kiss them. With the frantically scanned gluttony specific to the Internet generation.
“My laptop is somehow an extension of my mind, like a prosthesis. It gives my work a depth that I would never reach out if I composed songs on a piano,” entrusted, in 2020 , AG Cook, producer, composer and English singer whose very name of the PC Music label, created in 2013, said everything of his geek obsessions.
Dyricy since adolescence behind a laptop, serving as much consumption tool as creation, this son of architects born in 1990 ended up elaborating an aesthetic refusing to sort between scholarly music and popular culture. A rejection of the hierarchies that would characterize a personal directory (7G and Apple albums) and a PC Music catalog (Hannah Diamond, Easyfun, Namasenda, Danny L Harle …) that the streaming platforms ended up qualifying “hyperpop “.
Maximalist power
“AG COOK has managed to merge the most extreme and commercial music, marrying Apechre or Aphex Twin-like experiences, with refrains at the Britney Spears,” explains the producer, singer and electronic music composer French Nicolas Best that, under the name of Nömak, collaborates since 2017 with English, now exiled in America.
“We are a generation that, thanks to the Internet, has had access to a few clicks to nearly a century of registered music, from all countries, of all cultures, continues the original Lille musician, including the New EP, Hypernormality, has just released at PC Music. How, in these conditions, make a music of purist? Hyperpop represents a cultural explosion that may be signing the end of genres. “
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