Credit: Alejandra Cabrera
Characterised by its surreal or exaggerated take on pop music, often featuring bright and synthetic textures, London-based label PC Music has given the world unique artists such as SOPHIE and GFOTY, and seems almost like a subculture in itself.
The PC label was founded by A.G. Cook in 2013, and since then its artists have had a distinct and highly curated aesthetic, which has divided critics for its peculiarity and quirkiness. Often described as “satirical” and “troll”, music by GFOTY (‘Girlfriend of The Year’) has led to an especially new understanding of pop by prioritising enjoyment over artistic merit, without regard for the artist’s contemporaries or critics.
Music by GFOTY has led to an especially new understanding of pop by prioritising enjoyment over artistic merit
“GFOTY is a state of mind and I’m basically there to make you feel good about yourself, to make you realise that nothing really matters too much and to be whoever the f**k you want,” says Polly Louisa-Salmon (GFOTY’s offstage name) in Islington’s Starbucks, where we agreed to meet.
Credit: Chema Diaz
Louisa-Salmon is wearing sporty clothes and a bright green feather boa. She orders an iced coffee and, after apologising for being late, begins by explaining that her stage name comes from her cheating on her ex-boyfriend when she was 19. “I started writing a blog with relationship advice and thought I could be ‘Girlfriend of the Year’ ‘cause it wasn’t true in real life, so I might as well have this and look like a good person,” she says, laughing.
Louisa-Salmon’s blog reached the pop culture magazine Super Super, who offered her a position as a fashion contributor – a surprising venture, perhaps, for someone whose go-to look consists of colourful clothes and UGG boots. “I don’t have a clue about fashion!” she admits. “I didn’t know what to say so I wrote about how to get a boyfriend like Ryan from the show The OC and from that, they offered me a full-time job there!”
Pop culture magazine Super Super offered her a position as a fashion contributor – a surprising venture for someone whose go-to is UGG boots.
At the time, Louisa-Salmon was making music for fun with her friends. “We thought ‘Girlfriend of The Year’ has a fan base, might as well put them together and mix something mad. We made the song Friday night, which is basically about s*cking dick in the club. That led to where I am now.”
Credit: Alejandra Cabrera
Hailing from her beloved North London, Louisa-Salmon is one of the most distinctive artists on YouTube for her music videos where she sings about partying and boys, almost always wearing her signature, bright athleisure look. Her songs normally include fast beats and high-pitched vocals, common in tracks released by PC music, which she has left now to focus on solo projects that give her more freedom.
“Whatever I feel like doing with it, I will do it. GFOTY is always gonna be that fun character so there’s never a direction with it, it’s just however I’m feeling,” she says.
It is sometimes difficult to differentiate between Louisa-Salmon and her artistic persona, perhaps since she tends to be in character in public. She has often described the limits between both her personalities as a constant war where two different minds contribute to her creative process.
GFOTY’s image is so highly cared-for that I expected a fabricated and eccentric interview. On the contrary, she is really easy to talk to, always answering questions with a big smile and a bit of self-deprecating humour.
Credit: Chema Diaz
Whatever I feel like doing with it, I will do it. GFOTY is always gonna be that fun character so there’s never a direction with it
Although making music is what Louisa-Salmon is mainly known for, it’s far from being her main goal. She also focuses on helping people to accept themselves and wants to form an inclusive well-being community.
In the spirit of goodwill and helping others, Louisa-Salmon started a cult earlier this year, which has GFOTY as the leader – or, as she explained, as ‘lord’ – who joins its followers in practicing mindfulness through a series of workshops and vaping trips. “I don’t really see myself as a musician or a DJ. I do have loads of tours coming up next year but alongside that I want to do more conceptual pieces,” she says.
One thing that Louisa-Salmon and GFOTY certainly do have in common, though, is enjoying themselves and not planning ahead. She rejects the charge of many that her music is ironic. “I’ve got no intention of that ‘cause I think that’s not very fun,” she explains, “I don’t think of my music as satire, I listen to it and think it’s really good!”
Courtesy of PC Music
“I don’t believe in music journalists,” she says to me, a music journalist. “I don’t know who the f**k created music journalism! I don’t really care if people like what I put out or not, just as long as it’s fun and I feel like people get the energy, something can’t be bad.”
I don’t really care if people like what I put out or not. As long as it’s fun and people get the energy, something can’t be bad
Louisa-Salmon’s positive energy and humour are contagious and talking to her feels like gossiping with a neighbour over cups of tea. She has a way of making herself feel really approachable and even invited me to the party she was putting on as Hardcure, the alias she uses when playing Hardcore music with her boyfriend.
“I love these parties. Hardcore definitely kills all of your anger issues!”, she tells me with excitement. “Hardcore makes you feel free after and it’s definitely going up right now!”
Louisa-Salmon wants people to lose their prejudices and dance along in her shows. “I want people down for it, I don’t want a Boiler Room crowd. I don’t get it when people are just staring at the DJ! I just want people in a happy-drunk energy and energetic mood who don’t think they are too cool.”
Credit: Chema Diaz
GFOTY does have a boiler room set alongside DJ Spinee. When asked about it, Louisa-Salmon admits it was a fun experience and that being ranked in the top 10 worst Boiler Room sets, among online magazines, is something she takes pride in. “I’m actually very happy about it ‘cause I was up there with Grimes, which is amazing. So for me it’s like top 10 best!”
I want people down for it, I don’t want a Boiler Room crowd. I don’t get it when people are just staring at the DJ!
PC music gave GFOTY her first start, but she is exploring her own journey and has two albums and a tour lined up. “I just learnt so much more from being independent. It’s been really fun and a more enjoyable journey,” she says excitedly. “My last project is about me breaking free and just starting again.”
Either as a singer or preaching about mindfulness to her followers, there is definitely a lot more of GFOTY to be seen.
