PC Music and SOPHIE are peddling a new kind of club music whose collision of early-2000s pop-cheese, J-pop and happy hardcore is polarising the dance world. But is it more than a bit of fun?
In the grumpy, po-faced echo chamber of online dance music forums, one label has become the divisive talking point of 2014. AG Cooks PC Music takes its cues from the Japanese concept of kawaii (cuteness) with a musical pallette encompassing the huge synth blasts favoured by Eurodance chart-botherers such as Cascada, grimes sub-bass, and happy hardcores high-pitched vocal range, matched with promo pics that make its artists look like X Factor contestants from 2054. Their artist names are things like Hannah Diamonds, Princess Bambi and the Lipgloss Twins; their aesthetic, somewhere between an edition of Just 17 and a shopping centre in Shibuya.
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by Lanre Bakare via Electronic music | The Guardian
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