Grimes’ “Go” Video Officially Ushers in Electro R&B

Grimes dropped the video for “Go” today, presumably the first single off her upcoming album. It’s unsurprisingly artistic, opens with a reading of a passage from Dante’s Inferno and enters into a futuristic modern dance interpretation of the classic work featuring producer Blood Diamonds and Grimes in a remote desert.

The extravagant production is something that the Canadian Claire Boucher (Grimes) has come to be known for, this much was expected, but the evolution of the sound sees an experimental electronica heavyweight assuming her place on the throne of a new style of R&B….One that’s becoming increasingly prevalent with artists like FKA Twigs and Banks. Enter Grimes, going one rung higher on the ladder. Let’s face it, she belongs here…She signed with Jay-Z’s RocNation management late last year to assume this pole position. It’s just taking her polished product a little longer to materialize.

Mark it down, what we’re witnessing here is “The Next Big Thing.” And I’m not talking about the artist, but rather the entire musical movement into this incarnation of Neo-R&B. Call it whatever you’d like. Some have dubbed the sound ‘PBR&B,’ as a nod to it being more hipster friendly (seriously). It’s a direct descendent of what i’ve dubbed ‘electro-soul,’ but it’s the fully realized fusion of electronica into R&B. Hence ‘Electro R&B’ is about as close as we’re going to get and the movement is just gaining steam.

With FKA Twigs’ stunning release in the foreground and Banks’ LP, Goddess, supposedly set to drop in September, Grimes has just stirred the pot, served it to the masses and done them all a favor. Take note, the revolution is here.

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