PC Music, and all those who call the label “home,” have inspired many musicians over the course of 2014. But as we ring in a new year, we welcome a new breed of producers into the world. Keii (pronounced “Kay”) is the latest producer to tackle pop music head-on, and while his plan of attack is rather unorthodox, it marks a cultural shift in today’s music.
With an approach that is as friendly as it is ruthless, Keii has us questioning everything we know about music as a whole. Although he first surfaced online with a ballistic re-imaging of Childish Gambino‘s “Sweatpants,” it’s his unruly, neon-streaked original, “Relapse,” that has us lost for words.
The song is ridiculous and shamelessly cartoonish in its delivery, but while its unquestionably chaotic, it somehow feels cohesive. Beats fizzle and pop, synths expand and contract, and samples are haphazardly thrown into the mix—many of which seem to dart around without any particular direction. But, after all is said and done, “Relapse” is a wonderfully disjointed effort that is dangerously addictive.