Electro-rap goes mainstream? Hypercrush, LMFAO to major labels
Two ascendant local electro-rap acts who inject pop-leaning melodies into their songs are about to reap the benefits of near-constant gigging around town. San Fernando Valley-based trio Hypercrush (pictured) just inked a deal with Motown/Universal, and LMFAO is "weeks away," per New York-based manager Rene Mclean, from signing a multi-record deal with Interscope (Pop & Hiss has independently verified the band is in talks with Interscope).
Hypercrush and LMFAO are known local quantities in clubland, as both acts have gained fans via late-night live appearances in venues such as Mood, instead of traditional rock music venues for up-and-comers such as Spaceland, the Troubadour or the Echo.
But clearly what caught the attention of both Motown/Universal and Interscope, is both acts’ Myspace profiles (Hypercrush has two tracks at nearly a million "plays" and just over 71,000 "friends" while LMFAO can claim over 32,000). Hypercrush is now known nationwide to boosters of the kitschier side of dance music, thanks to infectious offerings such as "Robo Tech" and "Sex & Drugs," which lit up countless Myspace profiles last year.
Similarly, LMFAO scored a local underground club hit with "I'm in Miami, Bitch" in 2007. More recently, the track is turning up on commercial rap station Power 106 during Big Syphe & Eric D-Lux’s afternoon drive-time show...a major departure from the tried and true commercial rap the station normally plays.
With Atlantic Records’ similar-sounding duo 3Oh!3 buzzing, it looks as if Hypercrush and LMFAO are poised to reap the benefits of an electro-influenced "rapcore" wave with kids from San Diego to Sarasota next year.
When Audrina wears your T-shirt on "The Hills," it's probably safe to assume you've made it in L.A., for whatever that's worth these days. At the very least, stylists seem to be crushing on Hypercrush.
Photo: Hypercrush. Credit: Colin Jacob