A. G. Cook

When Alexander Guy Cook named his label PC Music in 2013, the message was simple: With the right tools, anyone can be a star. Born in London in 1990, Cook—better known as the producer, songwriter and creative mastermind A. G. Cook—revolutionised pop in the 2010s, unleashing mysterious projects like Dux Content and Hannah Diamond. Drawing from cutting-edge electronic styles and world-conquering chart pop, he forged a futuristic, playful sound fueled by the rush of sensory pleasure. Like all great tricksters, Cook has flirted with irony; his project QT, a collaboration with SOPHIE and Hayden Dunham, was presented as the sales pitch for an imaginary energy drink. And he’s no stranger to excess: His 2020 debut album, 7G, was a staggering 49 songs long—and followed just a month later by the sleeker, punchier Apple. But his commitment to pop music’s creative potential is his guiding motivation—best exemplified by his productions for Caroline Polachek, Troye Sivan and Beyoncé, and his long-running role as Charli xcx’s right-hand man.