Adore AdoreThe darker depths that pop can take you to have never been so exciting as now. Electro iconoclasts ADORE ADORE could be your new favourites with the intoxicating ‘Play U’.

Anyone who loves pop music knows the difference between ‘pop’ and ‘popular’. A true pop fan will worship what’s in the charts, but will also know what lies beneath… where the sounds get more aggressive, the hooks get more ludicrous, and ‘nice’ and ‘catchy’ simple isn’t enough.

Pop auteurs ADORE ADORE have mastered their blend of experimental cut-and-paste electronics, mixing hard-hitting bubblegum bass with the dizzying hyperactivity of 00s trance, cut in half by the laidback cool of 90s RnB.

Their brand new single ‘Play U’ is incredibly reminiscent of the pioneering sound design of PC Music and latter-day Charli XCX, and can only be described as scintillating. It packs in the melodrama, seduction tactics, and insanely creative beats to really scratch your itch for an out-and-out banger.

Hailing from North America, the duo have had their fair share of relocations to some of the best breeding grounds for avant-garde pop, from New York to Nova Scotia. Now in Berlin, vocalist Will Peterson and producer Erik Kennedy appear to be influenced by the techno and industrial heritage of their current adopted hometown.

ADORE ADORE are bred from an exciting culture of new arts emerging from queer spaces. In an era where drag queens are the new supermodels and LGBT love stories can win Oscars, the landscape of pop music has been unusually bare of voices from said communities, although much of the best pop music in history is indebted to it.

Now with super-producer SOPHIE, hip-hop disrupter Kevin Abstract, and chart botherers from Years and Years to Janelle Monae, and Christine and the Queens to Troye Sivan, we are finally seeing a sea change in pop music, and ADORE ADORE are another name you can add to this fine list of talent.

‘Play U’ is available on all streaming platforms now.