When British singer-songwriter Charli XCX steps onto the stage to perform her electrifying hit “360,” fans anticipate a specific moment—the line “You gon’ jump if A.G. made it!” It’s a shoutout to A.G. Cook, her longtime collaborator and the sonic architect behind her groundbreaking album, Brat. The lyric signals a euphoric connection between artist, producer, and fans, all celebrating Cook’s undeniable influence on the album’s unique sound. Released in the summer of 2024, Brat didn’t just make waves; it became a cultural phenomenon, with its influence spilling over from clubs and playlists to politics and memes.

The Magic of A.G. Cook and Brat

While Cook is no stranger to success, even he was taken aback by the feverish reception to Brat. “I don’t think anyone expected it to go so mainstream,” he admits. Yet, in hindsight, its widespread appeal is hardly surprising. The album captures the essence of hyperpop—a genre Cook has spent a decade pioneering. Combining frenetic beats, surreal textures, and emotionally raw lyrics, Brat epitomized the boundary-pushing ethos of Cook’s career.

More than just an album, Brat became a cultural touchstone. Fans embraced its slime-green cover art as a badge of identity, memes connected it to unexpected realms (including Kamala Harris’ presidential campaign), and its tracks infiltrated spaces ranging from underground raves to TikTok trends. Cook attributes its resonance to Charli XCX’s willingness to bare her soul. “We wanted this to be the most Charli album ever,” he says. “Honest, unfiltered, and musically transparent—because pop music is personality.”

The Making of a Pioneer: A.G. Cook’s Journey

PC Music: A Visionary Record Label

Cook’s rise to prominence began in 2013 with the founding of PC Music, a record label that sought to redefine the boundaries of pop. At the time, Cook was fresh out of Goldsmiths, University of London, where he studied music computing. His education introduced him to the dichotomy between acoustic and electronic music, with the latter often dismissed as “inhuman.” Cook rejected this notion, seeing the laptop as a new folk instrument—accessible, versatile, and ripe for innovation.

With PC Music, Cook created a platform for artists to experiment with pop’s glossy aesthetics and challenge its conventions. The label’s sound was a kaleidoscope of hyper-saturated synths, sped-up vocals, and beats that ranged from bubblegum pop to hardcore electronica. Yet, PC Music was about more than just sound—it was a complete artistic vision. Releases often came with surreal visuals, cryptic websites, and conceptual narratives that blurred the lines between performer and persona.

Hyperpop’s Roots and Aesthetic

PC Music’s signature was an embrace of pop’s contradictions. Cook and his collaborators—like Danny L Harle, Hannah Diamond, and the late Sophie—played with the dichotomy between sincerity and satire. Songs like “Hey QT” (a collaboration between Cook and Sophie) encapsulated this duality. On one level, it was a playful anthem themed around a fictional energy drink. On another, it was a genuine exploration of pop’s emotional and commercial power.

This approach wasn’t always well-received. Early PC Music releases were dismissed as “trash” by many in London’s electronic scene, which leaned towards dark, masculine sounds. Yet, Cook saw value in embracing the “feminine” and “vapid” aesthetics of consumer culture. “Our music was always in dialogue with itself,” he explains, “engaging with both the mainstream and the underground.”

Charli XCX and A.G. Cook: A Creative Partnership

While PC Music gained a cult following, Cook’s collaboration with Charli XCX catapulted his work to new heights. The pair first teamed up in 2016, with Cook producing several tracks on her Vroom Vroom EP. This marked the beginning of a partnership that would reshape both their careers. Charli found in Cook a producer who understood her vision for experimental yet accessible pop, while Cook gained a platform to bring hyperpop to a global audience.

Albums like Charli (2019) and How I’m Feeling Now (2020) cemented their creative synergy, but Brat was their magnum opus. The album’s success is rooted in their mutual willingness to take risks. Tracks like “360” and “Slime Dreams” push sonic boundaries while remaining emotionally resonant, a testament to their shared belief that pop music should be both innovative and authentic.

Hyperpop Goes Mainstream

From Fringe to Phenomenon

Hyperpop’s journey from niche genre to mainstream sensation is inseparable from Cook’s influence. Over the past decade, PC Music alumni have become some of the most sought-after producers in the industry. Danny L Harle worked with Caroline Polachek and Dua Lipa, while Sophie collaborated with stars like Madonna and Lady Gaga. Cook himself has contributed to projects by Beyoncé and other A-list artists, proving that hyperpop’s experimental edge has a place in the pop pantheon.

Cultural Impact

The mainstreaming of hyperpop is also a reflection of cultural shifts. Its hyper-digital aesthetic resonates with a generation raised on the internet, where identities are fluid, and irony coexists with earnestness. Hyperpop’s over-the-top production mirrors the chaos and vibrancy of online culture, making it a natural fit for platforms like TikTok.

A.G. Cook’s Philosophy on Pop Music

What sets Cook apart as a producer is his intellectual approach to pop. He sees it as a “battleground” where the past, present, and future collide. This philosophy informed PC Music’s early experiments, as well as his work with artists like Charli XCX. For Cook, pop is most compelling when it’s self-aware—when it acknowledges its commercial context while still striving for artistic depth.

Cook’s commitment to innovation extends to the way he releases music. He has embraced unconventional formats, from DJ mixes to interactive websites, to tell his stories. This willingness to experiment has kept his work fresh and relevant, even as hyperpop moves into the mainstream.

What’s Next for A.G. Cook?

With the success of Brat and the continued influence of hyperpop, Cook shows no signs of slowing down. He remains a sought-after producer and a thought leader in the industry, constantly pushing the boundaries of what pop music can be. Whether collaborating with emerging talent or established superstars, Cook’s focus remains on innovation and authenticity.

Impression

A.G. Cook’s journey from the experimental fringes of PC Music to the top of the pop world is a testament to his vision and creativity. Through his works with artists like Charli XCX, he has reshaped the sound of contemporary pop, making it more daring, self-aware, and emotionally honest.

As Brat continues to resonate with fans and influence culture, it’s clear that Cook’s impression extends far beyond the music itself. He has redefined what it means to be a producer in the digital age—an artist, a visionary, and a scholar of pop music’s endless possibilities.

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