What makes music great? Is it the songwriting? Is it the lyrics? Is it that ridiculously catchy beat? Do all of the elements have to present? The honest answer is none of these things matter. What really matters is how does the music make you feel. In the case of New York City’s multi-talented producer, Brandon Rowan, better known by his stage name Birocratic, fills his latest single, “Extra Fresh”, with, in an oddly ironic sentiment, old school 1990s hip-hop and funky 1980s beats layered with modern synths.
Birocratic‘s ability to take nostalgic themes, add modern, fresh synths with a crushing bassline and mix in a wonderful bevy of instrumentation in a way that is distinctive makes “Extra Fresh” extra special (ha, yeah, last bit felt a little lazy too, but it works!). For added effect, the Birocratic released a music ‘video’ that promotes the slightly twisted mentality of the NYU alumni in a cheeky manner. The infomerical style video is ridiculous, and yet with a re-labeled bottle of a familiar brand of mouthwash, it captures the essence of “Extra Fresh”. The best parts are the occasional 1980s graphics in the corners giving you the details of the product, like the promotion of the ergonomic holdable design.
In any case, this track is catchy and would be an amazing addition to your chill mix playlist. Enjoy this.
Check out the music video for “Extra Fresh” by Birocratic and do not forget to pick up the single which is available on iTunes now!