Introducing Snugs: A conceptual music project that is just as much an ethos and story as a DJ/producer duo. Spearheaded by a lovable but mischievous character, Snugs encapsulates everything related to comfort, creativity and the bedroom.
Snugs’ music is launching to the world with a debut on Proximity, the new label headed by the massively popular YouTube channel of the same name. Their first single “Radio Silence” is a brilliantly crafted electronic-pop hit, resembling the budding crossover between the electronic and pop realms that has been led by artists like Louis The Child and Jack Ü. The single perfectly characterizes Snugs’ sound, rife with bright, danceable energy; soaring synths; and cute but cheeky fills. The production lays an ideal groundwork for a fittingly pop-conscious vocal melody by HAILZ, a vocalist with recent hit releases on Spinnin’ Records.
Not just releasing their music in a vacuum, Snugs have accompanied their debut with a host of other components, including a lyric video, an accompanying story for the track, and an unveiling of a physical stuffed animal created from the Snugs character. Below is the story behind Radio Silence, giving a first glimpse into Snugs’ world:
She tapped her finger nervously on the side of the illuminated screen. Her words in a wall of blue text screaming back at her. She shifted uncomfortably in her bed not able to find a comfortable position. It had been exactly seven hours since his last response. In her desperation she cries out for comfort with all her might…
In that moment Snugs was listening. An omniscient and benevolent being, he rushes to action and appears at the foot of her bed.
“Who are you?” the girl asked.
“Hello there. I am snugs. I heard your cry for help.”
“Did he send you?”
“Can you make him respond to me?”
“Well then what good are you to me?”
“I cannot make your problems disappear, but I can be here through times of need. We all get frustrated sometimes when it feels like we are being ignored. Sometimes the best things to do is just to let it allllll go. Our lives and happiness are not dependent on other people. We create our own comfort. Now grab a blanket, throw a pillow, get up on your bed and dance!”