If we were to judge a label’s success by its ability to dramatically divide comment sections on music websites, then PC Music, a net label (of a sorts) run by A.G. Cook, is currently enjoying its breakout year.
Far from just a critics’ darling, Cook and co’s convoluted yet consistent, and somewhat eerily on-point vision of the future of pop music has earned support from all sorts of pockets of music – whether that’s Eclair Fifi’s sets, Rinse asking Cook for a Zinc remix, Numbers’ championing of extended family member SOPHIE, or most recently, four tracks being included in Mike Paradinas’ latest mix. There’s a borderline-violent enthusiasm and excitement at their shows – the kind usually reserved for J-Pop’s biggest stars, or even the bloody Beatles. Admittedly those are on a slightly bigger scale, but you get the idea.
Part of this is due to A.G. Cook, whose vision is so consistently spread across the label that it wouldn’t be at all surprising if half of PC Music’s considerably large roster of artists is Cook himself operating under a different alias. It’s the best labels that establish their own unique world which its artists live and breathe in, and much like Bok Bok achieved with Night Slugs, Cook has created a sound that’s as instantly recognisable as it is fascinating.