February 25, 2021
Dig Me is the new release from international electronic music production team Platinum Parade. The new track is an obvious throwback to the kind of record that epitomises quirky, zippy pop confectionary such as Aqua’s Barbie Girl—unapologetic dance slash soft techno sounds undoubtedly targeting a tween market, or in that vicinity. It’s sonically bright and only mildly thumping and knows what it is.
The humour resides in this self-awareness, which is perhaps its strongest card. However, like many unabashedly shiny pieces of synth bubble-gum offerings, there are some well-crafted melodic lines nestled in the cuddly glow of the machines. Dig Me’s executive producer is Grammy-nominated Norwegian luminary, Mood Melodies who has over 15 billion YouTube and Spotify streams. And if that’s not enough, he’s collaborated with some of the contemporary superstars of the dance-pop genre including Alan Walker, Zedd, Lil Baby, Jessie J, K391 and Alessia Cara to name a few.
He’s also been a part of creating megahits like Faded (Alan Walker) and Stay (Zedd and Alessia Cara). With vocals from Swedish singer Ana Roze, Dig Me aims to tackle ‘in a humorous light, the perennial challenge of having a teenage crush which is not reciprocated’. And haven’t we all been there. But whether or not Dig Me is going to engender a connection to such coming-of-age states is another thing. An animated music video, produced in Melbourne, Australia by Viskatoons, accompanies the song.
The equally effulgent video and the song go hand in hand and when one considers the target audience, the two become inseparable. After the opening synth riff sets up the rhythmic flavour it segues straight into a chorus; a melody so emblematic of the genre you’ll be humming it before you’ve heard the entire cycle. This is not always unwelcome.
We crave surprise but draw comfort from repetition and familiarity too and Dig Me satisfies the latter to a greater degree than the former.
