Building the house of House music.
With all the talk of Katy Perry‘s “Roar” leaking over the weekend and then smashing, plus an additional feature I did on some EDM acts the other day, let’s combine the two into another grand post, shall we? Take a look at iTunes right now and you’ll see this single down in the lower rungs of the chart. Last time I checked, it was sailing across the 150’s, so the chances that you’ve already heard it are slim. It has next to no airplay, save for maybe a mix show spin here and there, but that’s not a given. Word of mouth is another story, however, and that is what’s going to spread this song all across North America as its done already in Europe. He’s the pride of the Netherlands, Martin Garrix, and he’s bringing the kingdom with him on a savage safari called “Animals”. Hold onto your hats and keep all arms and legs in the vehicle.
Garrix, born as Martijn Garritsen in Amsterdam, is only 18 years old. 18! What have I been doing with my life? He should be in high school, but now, he’s at the top of the class on the list of up-and-coming DJs and producers. He’s been with Spinnin’ Records since last year, which is distributed through other groups here in the U.S. depending on the act. He’s collaborated with a number of other producers over the past year, which are available to purchase at digital retailers. Garrix also responsible for a remix of the Christina Aguilera single, “Your Body”, featured on her album Lotus. It’s generally received a positive response from fans. With that much already accomplished, Garrix is now launching a solo career with the help of this first single and likely, a forthcoming album by the end of the year. He should have no trouble given the fantastic results overseas already.
Originally released in July, “Animals” is charting all over Europe at the moment, with multiple versions attracting buyers in countries like Belgium, France, Switzerland and his home in The Netherlands. In total, there over two dozen countries that are currently supporting him in some way on iTunes, with official top ten placing in a few countries. Helping out in the matter is an interesting music video, which features a series of club goers in animal masks making their presence known on the floor before taking it outside a torching a car. I mean, kids, there are better ways of spending a night out without getting in trouble with the law, yes? Alas, those adventures have produced a total of nearly seven million views on YouTube and growing in the past two months. It’s a hit. It’s a “hate it or love it” type of record, but it’s a hit.
Garrix and his label are likely to have some time on their hands before the mainstream audience here accepts “Animals”. It’s largely instrumental in nature, which is always a hit or miss situation here, never mind that the arrangement goes harder and grimier than a lot of stuff today. We just aren’t used to it as a whole. Now, this doesn’t mean that a decision should be made to get a rapper all over it because that would definitely harm it. (No Flo Rida or Pitbull, please.) It just needs to break here more carefully – first to the dance stations, then to the rhythmic outlets and eventually to the more progressive pop stations. It’ll work out to that effect, even if it’s not the biggest radio single. Sales and streaming are going to be the driving force behind it. (See Baauer‘s “Harlem Shake”.) With he, Avicii, Skrillex and Zedd all taking over the charts, the youngsters are really putting in some good work, and perhaps freaking us out with how successful they actually are. Garrix is very talented and the sky’s the limit once this single is done.
It may be a harsh noise to your ears, but it’s the noise of cash registers to the people working the single, and for good reason. The club crowd digs it and you may too soon as Martin Garrix prepares to uncage his international hit upon us.
POP! Goes The Charts 