Mixing sassy, electronic R&B grooves and soulful deliveries with understated chilled dance beats and ambient vibes, Pokey Lights is the perfect example of where music is today. Genres are a thing of the past; pop has collapsed in on itself, and in its place, you find artists such as July.
July represents the new mainstream sound; even though, in many ways, his sound is just as cultish as it is commercial, just as much pitched at the discerning R&B fan as the mainstream pop-picker.
I’m not saying that Pokey Lights is the sound of the future, but it is undoubtedly signposting the way, and maybe it is a glimpse of one possible, bright future for the commercial end of music. Okay, perhaps I am saying this is the sound of the future after all. And why not? Why not, indeed?