WTF?!?! is hyperpop?
The rise of streaming services, social media, and digital media has amplified the noise around new music to a deafening level. As a result, it’s become increasingly difficult for new artists to produce and market their work in an effective way. The oversaturated world of pop music is filled with artists who fail to break through the noise. When new genres and sounds are introduced and they catch a lot of buzz, it can help talented artists ride the wave and breakthrough just a little bit easier. However, when we talk about any musical niches and countercultures that exist outside of the mainstream, there's always an element of contention when engaging in a discussion about the genre's relationship to the said mainstream. Whatever a subgenre's anti-establishment intentions may be, it always seems to inevitably end with the genre becoming a trend on social media or getting somehow absorbed into pop culture, and then the split happens. Do you “sell out” and use the commercialization to your advantage and continue expressing your art to as many people as possible, or do you reject it and see where it takes you?
Hyperpop: A (Un)Defined Genre
While the term “hyperpop” has yet to be officially recognized in the world of music, it’s a genre that’s been brewing in the background for a number of years now. “Hyperpop” was a phrase coined by a team of Spotify editors in the summer of 2019 in order to be able to put a "name" to the growing traction surrounding an internet duo called 100 Gecs and the community that seemed to be gathering around them. Hyperpop isn’t a widely accepted term within the community because it is an attempt to define something that is undefinable; it is, however, the easiest way to reference this wide-sprawling genre. Hyperpop is an aggressive pop subgenre fueled by an edgy blend of pop, trap, dubstep, hip-hop, and more. It’s designed to be loud and chaotic, and it is designed to be maximalist in nature. Every sound is exaggerated, from the bold synth melodies to the “earworm” vocals that are super compressed and distorted. It’s highly experimental, and from my experience listening, anything can be an instrument or a sound, especially your voice. Songs are typically short and feature catchy but heavily processed vocals, pitch-shifted synths, and metallic percussion. The songs and their visuals usually have a “shiny-pop-bubbly” aesthetic that is juxtaposed with angsty punk songwriting. Everything about this genre is super avant-garde and all about artistic expression.
The boundaries of Hyperpop continue to expand every day with new artists adding their own new unique twists and sounds. They continue to expand to the point, in fact, where it is better to say that Hyperpop is actually boundaryless. Some people call it Glitchpop, Hyperpop, or Digicore, but it’s all the same. It’s a genre where you never know what you're going to get, but just expect it to be fresh, fun, and filled with extremely talented artists.
These days, there are a ton of artists doing the genre justice and putting out some great tracks, but here are some of my favorites: 100gecs, Aldn, Glaive, Ericdoa, Brakence, Midwxst, Twikipedia, and Leroy. These artists are extremely talented, and they effectively show the wide range that Hyperpop encapsulates. They all share similarities, but their music and art are all still different. Check out our articles on these artists to learn more, but I’ll link a few songs to check out below.
As the modern pop music industry is becoming increasingly saturated, it is now even more important for artists to cultivate a unique sound and brand that sets them apart from the crowd. If you want your music to be heard in this over-saturated marketplace, you have to create a sonic identity that separates you from the pack. You must find a sound that sets you apart from the rest and makes your music impossible to ignore. Of course, this isn’t an easy task—and it takes time to cultivate a unique sound. But if you want your music to stand out in this chaotic pop landscape, it’s absolutely necessary. Hyperpop is a genre that allows for a ton of creativity as you can mix and match any genre you want. It also allows for unique songwriting. Hyperpop continues to grow, especially with user-generated content on Tiktok and the many snippets and rollouts that happen on the platform. Tune in now and get hip with Hyperpop before it becomes “too trendy.”