Who founded the PC Music label that incubated hyperpop?
A. G. Cook, a British producer born in 1988, founded the PC Music label in 2013. This label became the incubator for the hyperpop movement.
Questions about Hyperpop
Short answers, pulled from the story.
When did A. G. Cook establish the PC Music label?
A. G. Cook established the PC Music label in 2013. This founding event served as the incubator for the hyperpop movement.
How did PC Music use Auto-Tune in early hyperpop production?
PC Music used Auto-Tune to create a robotic, doll-like vocal quality rather than to correct pitch. This deliberate artificiality made the vocals feel both cutesy and unsettling.
What was the sonic aesthetic of early PC Music output?
The early output of PC Music featured brash synth melodies and metallic percussion that sounded like a video game soundtrack played through a broken speaker. This approach replaced the polished production of mainstream pop in the early 2010s.
Why did A. G. Cook create the PC Music label?
A. G. Cook created the PC Music label to give pop a facelift for the modern age. His vision embraced the cartoonish and the exaggerated to counter the sterile production of mainstream pop.