School friends Alex and Jade make up hip new indie-pop group Oh My!, recently signed to 679. The duo have already received a good amount of press from The NME and Bring the Noise amongst others, and have been rapidly building up a network of followers on Facebook and Twitter. They have even caught the attention of electro-pop maestro Example, who heard them during a recording session and has since written a number of catchy tracks for the duo.
Alex and Jade are currently doing a schools tour of the UK, which is a good indication of their key demographic. Due to Oh My!’s girlie pop edge, this marketing strategy makes a lot of sense, but the duo should by no means be dismissed as pop-by-numbers. Yes, they appeal to young girls and they do make pop music, but there is also a strong sense of originality, idiosyncrasy and genuine quality, both within the group’s music and the girls’ general disposition. They are bursting with an organic attitude and are clearly quirky and adventurous.
Oh My! hail from the UK, but they have a strong American pop vibe. With a name derived from derived from Tweet and Missy Elliott’s ‘Oops (Oh My)’, their old skool R&B influences are immediately apparent, and their music definitely has a similar, more jokey, vibe to the likes of Salt-n-Pepa and TLC especially. They are however English girls at heart, and have the look of east London trendsters, with Hipstamatic style press shots and everything.
Musically, the girls work also has clear origins in 80s pop. With thick bass lines, interesting synths, drum machines and upbeat, diverse melodies, there is a clear root from Oh My! to the likes of The GoGo’s and The Bangles. Whilst their lyrics reference current pop culture trend such as MSN, the humour and depth of influences present in Oh My!’s work will appeal to an older, more refined demographic. When this is combined with the girl’s pretty voices, English accents, laid back delivery and genuine vocal abilities, it is clear that Oh My! have an exciting and quirky style of pop that will hopefully boost the present lacklustre girl-band world.
The girl’s track ‘Run This Town’ is their preliminary single and available to download now, although their first official single release will be ‘Dirty Dancer’ later in the summer.
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