Tag Archives: Pretty Much

Taken from this week’s Future Pop mailer. Click here to subscribe.

Labels are so wary of the cost of a major pop launch  these days, that they are rare treats for us who love to follow their every twist and turn. That’s why I’m excitedly tracking Syco/Columbia’s new US boyband  Pretty Much, who I first featured last month. At the time they didn’t have any music online  but I was expecting it to be very current, cool and upbeat, like a boyband version of post-2015 Justin Bieber. I also assumed the aim was to create a modern, updated version of the American boybands that have been most successful in the past, Backstreet Boys and *N Sync. What I did not expect was for their debut single to actually sound like an early release by one of those groups. In fact, it could even be compared to their predecessor, New Kids on the Block. Would You Mind is a 90s-style boyband track that could even be called “dated,” yet everything else about this campaign is smart and innovative. I love the ethnic diversity in the casting, the social media posts which are fun without trying too hard, and the clever marketing tricks such as this dance video posted by a big YouTuber on the single release day. They’ve clearly got Spotify on board,  as they were top of last week’s New Music Friday  despite very little prior hype. The single certainly is poptastic (thanks to Savan Kotecha  and his brilliant team, including Max Martin on keyboards!)  but it’s a brave move to take this direction when it’s so far from the tastes of a teen pop fan today. Are Pretty Much good enough to change those tastes? I wouldn’t bet against them.

Taken from this week’s Future Pop mailer. Click here to subscribe.

My weekly playlist features five tracks I predict will be future hit singles in the UK.


  • Louis Tomlinson ft. Bebe Rexha & Digital Farm Animals – Back To You
  • Pretty Much – Would You Mind
  • Post Malone – Congratulations
  • Portugal. The Man – Feel It Still
  • Khalid – Young Dumb & Broke

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Taken from this week’s Future Pop mailer. Click here to subscribe.

Syco have been trying to launch their next big pop group for a while, and several projects seem to have fallen by the wayside over the past couple of years, but this one has real potential. Pretty Much are a new five-piece boyband based in LA, formed by label scouts and recently signed to a joint deal with Syco and Columbia. It’s ironic that the only company that has managed to create a viable boyband that isn’t a rip off of One Direction is 1D’s label. They’ve taken on the challenge of reinterpreting *N Sync for a new generation, and although their success will hinge on the quality of their music and marketing, the raw materials are all present and correct: dance skills, vocal harmonies, charisma, style and chemistry. They lack a strong lead singer, as their voices are generally indistinct and a little weak, but that’s my only criticism so far. The band is made up of Austin Porter (19), Brandon Arreaga (17), Edwin Honoret (18), Nick Mara (19) and Zion Kiwonu (17). They’ve been posting dance videos and acapella covers on social media, and have grown a large following on Instagram (where some of the members had an existing fanbase), but nowhere else. Nonetheless, the fan engagement is plain to see, and they’re already leaving rivals such as Island’s underwhelming Citizen Four in the dust.