What So Not – “divide and conquer” – Wrapping up his colossal double headline tour in Australia with Fool’s Gold head honcho A-Trak and game changing set at Splendour In The Grass, Australian producer What So Not has shared the title track, accompanying video and details of his highly anticipated, “Divide & Conquer” EP. Out on September 9th via OWSLA and Sweat It Out Music, the EP marks the first for the newly solo What So Not and includes features from the likes of Kimbra and BURNS, joining JOY., Ganz and long-time collaborator George Maple.
The title track, ‘Divide & Conquer‘ was born in Barcelona after a night out in London. Entranced by the “simple dark melodies & modulating basslines” of a Shades & Gaslamp Killer show, Emoh envisioned: “two once peaceful cities side by side, trying to outbuild each other… It began with the siren, rising in pitch, the bassline creeping in note by note – a hypnotic low end crescendo.”
Back in LA, Emoh conceptualized the story of the two cities pulling images from the internet and expanding on the narrative in sequence with the song. The aesthetic was surreal imagery played out in a video game format – an observation on human nature & the paradox of nature & industry. Pretty soon, Emoh had a 15-page document and his first video treatment. He enlisted Babekuhl & Leticia Dare to collaborate on its actualization and ‘Divide & Conquer‘ came to life.
The “Divide & Conquer” EP pre-order includes instant-grats of the title track and the EPs first two singles, ‘Lone,’ a collaboration with Dutch producer Ganz, featuring rising star JOY., which has clocked almost 5 million streams. His follow up collaboration with George Maple and Rome Fortune on ‘Buried‘ was released in July with its own surreal video. With an impressive track record of festivals up his sleeve including Coachella, Splendour In The Grass, EDC Vegas and Electric Forest, What So Not wraps up a huge year with his largest headline tour ever this fall when The Divide & Conquer Tour hits venues across North America.
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