You probably missed it, but something noteworthy did happen for EDM at the Grammy’s.
And no, we’re not talking about another outburst from an ego-driven maniac whose first name rhymes with Bonyay.
During an interview with Tyler Oakley, Mad Decent mastermind Diplo confirmed that he and Skrillex will be releasing their highly anticipated album later this month. When asked about the rest of his work for the upcoming year, it’s pretty clear which one Diplo was most excited about:
[quote_box_center]”The Madonna album’s out in March. I did a lot of her album. Then there’s Major Lazer, my project which I did with Ariana Grande, Ellie Goulding, Travis Scott, Pusha-T, Gwen Stefani–that comes out in April. And with Skrillex I did an album called Jack Ü, that’s out this month. That’s really cool.”[/quote_box_center]
“Really cool” is a bit of an understatement, especially considering Diplo didn’t spill the full details on how they would be releasing their new album. Jack Ü, as they’ve become popularly known, have stormed the music headlines since they so much as hinted at the idea of teaming up.
Since their inception, fans have been begging for a full album. And so, that’s what the super-powered duo eventually gave them.
Was the album exactly what fans were begging for? Who knows. It’s tough to predict much of anything when you’re talking about a brilliant musician – let alone two of them working in unison.
The talent behind “Jack Ü” wasn’t just evident from the album itself, either. As evident from the success of their viral marketing strategy behind “Jack Ü” – Skrillex and Diplo reminded everybody that they’re quite simply the best in the business.
After months of hinting, teasing, and samplings of their new EP – Jack Ü (and their team) assembled an album release strategy that seemingly sold itself.
In coordination with Dancing Astronaut and Beatport, the two hosted a 24-hour live-streaming performance (which would later be revealed as their album launch party for Jack Ü). In a hilarious turn of the tables, the police eventually showed up to the house-party themed album launch that was being stream across the world.
Naturally, the incident only increased the album’s popularity. If you don’t believe me, just look at the ‘EDM’ subreddit. Four out of the top five posts on the front page are all about Jack Ü’s album release.
Despite the massive success of their marketing strategy, and all of the incalculable press that followed, critics have spoken out about the album itself.
According to the Guardian, “Jack Ü feels like it’s spreading itself a bit thin, not surprising given it was planned as an EP rather than an album…Unfortunately when the songs don’t work, the formula becomes so glaringly obvious – either slow-build verses and massive drops for choruses, or frantic sonic assault from the start – that you immediately feel like you need never listen to them again.”
The album does seem a little all over the place, but then again – Diplo and Skrillex have never been known to stay inside their comfort zone. In fact, their undying ability to create unconventional music has led to their uniquely iconic fame.
When Jack Ü’s first track (“Take Ü There”) was released a few months ago, a similar disinterest seemed to occur. It was progressive by nature, so it took some time for Jack Ü’s first track to catch on.
A few months and a vocal remix from Missy Elliot later – just about everybody and their grandmother’s seem to have heard the song “Take Ü There” with that new artist Kiesza.
This is what Skrillex and Diplo do.
If they wanted to produce music that sounds like their previous work, they would have. And if they wanted to make music that appealed to a wider audience, they certainly could have.
We’re not going to rate this album, nor are we going to give a more extensive review.
When a Grammy-nominated producer collaborates with a six-time Grammy Award winner, it’s news. But when these producers are widely considered the two most influential musicians in their respective genre and both founded wildly-successful record labels, it’s history.
Think what you want about the new Jack Ü album. I’ve been listening to it all day. More specifically, I’ve replayed “Where Are Ü Now” with Justin Bieber about 37 times.
Listen to it. Don’t listen to it. We don’t care.
As you read from The Guardian, not everybody will be a fan.
But perhaps that’s exactly what Jack Ü was going for.