![]() ![]() History Ĭook had previously worked on Gamsonite, a "pseudo-label" and blog collecting his early collaborations, among other projects while studying music at Goldsmiths, University of London. Each develops a persona that is conveyed through Internet slang and cartoon imagery. Vice magazine said that PC Music's acts are best understood not as living people but as "meticulously planned and considered long-running art pieces…living installations who put out music." Cook mentioned preference for "recording people who don't normally make music and treating them as if they're a major label artist." Rather than engaging in extended promotional campaigns, the label continually announces new acts. Early on, the label kept tight control over its branding and limited its interaction with journalists, and as its profile grew, Cook declined to engage with press, described as a sort of Berry Gordy figure within the group. Many of the acts are aliases, obscuring the identities and number of artists on the label. The label functions as a collective in which acts frequently collaborate with each other. The label has inspired both praise and criticism from journalists, and has been called "polarizing". Its artists often present devised personas inspired by cyberculture. PC Music has been characterized as embracing the aesthetics of advertising, consumerism, and corporate branding. The label is known for its surreal or exaggerated take on pop music tropes from the 1990s and 2000s, often featuring pitch-shifted, feminine vocals and bright, synthetic textures. The label's releases have been showcased on the compilations PC Music Volume 1 (2015), Volume 2 (2016), and Volume 3 (2022). Artists on its roster have included Hannah Diamond, GFOTY, Danny L Harle, EASYFUN, Namasenda, and Planet 1999. It was founded in 2013, uploading its first releases to SoundCloud that year. PC Music is a record label and art collective based in London and run by producer A.
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