Again, it’s too early to tell. Certainly there are hints of satire in its desire to evoke the world of branding. One artist, easyFun, brazenly incorporates the easyJet logo into their videos. Then there’s QT, always pictured promoting her fictional drink. But it’s a blurred line – PC Music has actually worked with Red Bull, for example. You also have to wonder how they fund themselves, given that they’ve barely released anything yet. Ultimately, the most apt analogy for PC Music could be WWE wrestling: it’s full of fake personalities, nobody’s sure how much of it is for real, but we all go along with it because, ultimately, it’s really quite fun.