#THISISDIY Inside the hard drive of PC Music

When Shirley Bassey sang ‘Diamonds Are Forever’ she wasn’t just on about wearing a massive shiny rock on her finger – in fact she may well have been casting a fortune into 2014’s then-distant pop future. Over the past few years producers like SOPHIE and Rustie have been busy pushing boundaries on just what pop music can be; minimal or saturated, contradictory and chaotic – just so long as it’s bloody great fun to listen to. This move towards all things neon and sherberty is led by a label that specialises in “perfect British future pop” according to LA-based producer Jerome LOL. PC Music are notorious for unleashing the divisive maverick Hannah Diamond upon the world, but they’ve got far more up their sleeves than the infamous ‘Pink and Blue’. Quickly making a name for themselves releasing strange bubble-gum pop finished off with hundreds and thousands and a sprinkle of popping candy for good measure, it’s not an overstatement to say that nobody is making and releasing anything quite like PC Music.

Rejecting usual industry models, this is a label that shuns conventional approaches to marketing music, and turns inexperienced singers into internet stars using manic gif-packed launch websites. It’s the Rebecca Black phenomenon kicked up four notches. The label comes from a tightly-knit group of producers, designers, photographers and musicians in London, and most of PC Music’s roster seem to have been involved with LOGO - a website and creative agency that works with Jerome LOL, Hannah Diamond and SOPHIE, among others - in some way.

To get a little closer to understanding PC Music, DIY have had a delve inside the hard drive of what the label is all about, and picked out some of the main wires that make up its circuit board. From founder A.G Cook, to Princess Bambi, Dux Content and easyFun; these are the PC Music players worth getting acquainted with.