Among the innumerable musical genres and sub-genres that continue to flourish (and wither) in the teeming world of the underground, a trend, dubbed “hyperpop” since the end of the 2010s, has ended up growing sufficiently striking to make you want to decipher it. Already rich with a genealogy of pioneers (AG Cook, Dylan Brady…), icons (Sophie, Charli XCX, Arca…) and abundant descendants (Hannah Diamond, Shygirl, Slayyyter, Gupi, Dorian Electra, PinkPantheress… ) distilling its influence as far as France (Ascendant Vierge, Nömak, Owlle, Regina Demina, Timothée Joly, Planet 1999, Eloi, Oklou…), this movement celebrating a hypertrophied vision of popular music designates less a style than a desire to embrace them all. With the frenetically digitized gluttony of the Internet generation.
“My laptop is sort of an extension of my mind, like a prosthesis. He gives my work a depth that I would never be able to achieve if I were composing songs on a piano”confided, in 2020, A. G. Cook, English producer, composer and singer whose very name of the PC Music label, created in 2013, said everything about his geek obsessions.
Tinkering since adolescence behind a laptop, serving as much a tool for consumption as for creation, this son of architects born in 1990 ended up developing an aesthetic that refused to sort out art music and popular culture. A rejection of hierarchies that was to characterize a personal repertoire (the albums 7G and Apple) and a PC Music catalog (Hannah Diamond, EasyFun, Namasenda, Danny L Harle…) that streaming platforms have ended up qualifying as “hyperpop”.
“A. G. Cook has succeeded in merging the most extreme and commercial music, marrying Autechre or Aphex Twin type experiences, with Britney Spears-esque refrains”explains the producer, singer and composer of French electronic music Nicolas Petitfrère who, under the name of Nömak, has been collaborating since 2017 with the Englishman, now exiled in America.
Nömak, producer: “Hyperpop represents a cultural explosion that may mark the end of genres”
“We are a generation which, thanks to the Internet, has had access in a few clicks to almost a century of recorded music, from all countries, all cultures.continues the Lille-born musician, whose new EP, Hypernormalityjust released by PC Music. How, under these conditions, to make purist music? Hyperpop represents a cultural explosion that may mark the end of genres. »
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