The underground artist landed his song on a McDonald’s advert, flipping the celebrity game on its head by earning fortune before fame. Has pop thrown itself in a burger bap and started to chow down?
Last summer, SOPHIE, an associate of post-internet art collective PC Music, released a song called Lemonade, an effervescent ode to the fizzy drink with vocals seemingly by a schoolgirl talking about “candy boys”. There was something creepy about it, but it was fun. With similar work by his PC Music labelmates such as AG Cooke and GFOTY, some people thought that UK dance music might be tilting away from the high seriousness of post-dubstep and maximalism towards something more playful.
The scene eventually erupted when Cooke and SOPHIE released Hey QT. Written to promote a mysterious “energy elixir”, the song was later performed live, featuring the character QT as she mimed her way through the song like a wind-up doll. At this point, it was difficult to discern what Cooke and SOPHIE were up to: was the song a satire of pop music and branding in the digital age? Was it a piss-take? Or was it an attempt to gain fame and money? No one knew for certain, although an investigation by Sam Wolfson in the Guardian concluded: “PC Music is a process between imagination and reality.”
Related: PC Music: the future of pop or 'contemptuous parody'?
Continue reading...by Huw Nesbitt via Electronic music | The Guardian
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