The PC Music movement stalls with Cashmere Cat’s “Love Incredible”

camila-cabello
“Love Incredible” isn’t just a drum roll for Fifth Harmony dropout Camila Cabello’s solo launch. It’s a big moment too for co-producer SOPHIE of PC Music – the London record label and EDM subgenre hoping to turn hipster hype into mainstream success.

Were an algorithm set to merge popular vocal tics into one bankable voice, Cabello’s soprano might be the end result. Even live, she sounds reedy, processed, and very 2017, making her a canny match for SOPHIE’s wry, bug-eyed hyperpop.

Adrift in Cashmere Cat’s monochrome alt-R&B, Cabello unravels the swooning hooks and big-ish chorus with ease. A strange, yawning outro hints at PC Music’s novel aesthetic, but it’s a fleeting concession to the blogosphere on an otherwise trendy single.

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