The several new styles of music kids listen to these days have one thing in common; it’s unique, dark, vulnerable and very intimate. Elements of R&B, hip-hop and British dance/electronic create a new kind of avant-garde pop, where kids are unafraid to expose themselves between the thin line of pleasure and pain, both lyrically and visually.
Living in a society that thrives on commercial safety, young artists seem to want to break free from this. New pop records vow for something more important and are developed into something fresh, creative and uncanny.
For instance, the FKA Twigs "Water Me" video, featuring a young woman in extreme close-up, head tick-tocking, eyes blown up manga-size, singing directly into the camera. She does does not try to be commercially beautiful, instead she'd rather create an artistic mood, approachable and vulnerable.
The same counts for the new sound and visuals from “Years and Years.” Brilliantly mixing electronic sounds with dance hall and R&B, their new EP “Real,” is an ode to insecurity. Lead singer Alexander shows us his earnest energy as he confronts his insecurities for "Take Shelter." The video captures the band lost in the woods, trapped within a "shamanistic" style circle of stones, trying to break free.
Interestingly enough, the video concept has been plotted differently than a regular electronic or R&B clip would be. This time, filmed off the grid, intentionally taking us closer to the basics of all primal feelings.
We feel these new young artists will get played a lot on the radio over the up and coming months. Check out their videos!