What is PC Music? A label, a scene, a subgenre, a red herring? It may be all of these things at once. The shadowy operation and its bewildering brand of hyper-pop have been everywhere in the past few months, from UK broadcasters like Rinse FM to the XL Records roster to Boiler Room broadcasts, and its influence seems to be growing on a daily basis.
The label, and the aesthetic it promulgates, have been hiding in plain sight for nearly a year and a half, releasing a steady stream of music— all online and mostly free— that amounts to one of the freshest, funniest, and most confounding pop-music phenomena to appear in a long time.
One example of PC Music's recent overground activities is a remix of How To Dress Well's "Repeat Pleasure" by A. G. Cook, the collective's founder and apparent ringleader. Released last week, it writhes like a wad of cellophane, multi-tracked voices shifting pitch as though propelled by some weird, subatomic impulse.