Now, with the veil lifted, Rhye looks to a more conventional music marketing tool: the remix. Ryan Hemsworth, the Nova Scotian journalism student turned “it” producer, takes the spacey seduction of “Open” and spins it even later into the night.
I don’t even pretend to stay out late enough to hear songs like these in their natural environment. Bleary bass warbles like these aren’t meant for the daylight. But if you’ve even thought about liking the Weeknd, you’re going to love this.
Sung in secret by two mysterious members of otherwise well-known bands, Rhye is the newest member of the witness protection school of marketing. In the same vein as The Weeknd and One Room, the building buzz around this song is more proof that in a world where everybody knows everybody’s business, nothing fuels fame better than enforced anonymity.
Other than the disclosed facts that this duo lives in LA and is of European origin, nobody knows who they are– and everybody is guessing.
In a world where many (most?) go to great lengths to over-publicize every aspect of their existence, the allure of mystery has never been greater. In the mode of The Weeknd’s explosion onto the scene, several artists now are making their name by aggressively expunging any possible way to know anything about them. Fame via enforced anonymity; desire fueled by denial.
The most recent of these mysteries is “One Room.” With a moody track and a video that looks like it could have been shot by a Dharma Initiative employee on a Blair Witch kick, One Room has set music bloggers ablaze with an almost forensic sense of speculation.
For years, R&B seemed stuck in the rut of wan warblers and wedding dancers. But, over the past few months, artists such as Frank Ocean and The Weeknd have put the genre back on the forefront of creative accomplishment and commercial heat.
The most recent example of this resurgence comes from a side project dubbed “Cocaine 80s.” Helmed by super-producer No I.D. (mentor to Kanye West), this project has come out of nowhere to own the interwebs over the past few weeks.
Here are two tracks from the collaboration that will work their way right into repeat play.