Doggedly evergreen English electronic pop duo Pet Shop Boys, consisting of Neil Tennant and Chris Lowe, know how to package nostalgia in today’s music market; selling things back to their original markets in repackaged form, pulling in later adopters along the way. The duo who formed in London in 1981 have sold more than 50 million records worldwide and are listed as the most successful duo in UK music history by none other than The Guinness Book of Records.
Three Brit Awards, six Grammy nominations, 22 top 10 hits in the UK Singles Chart, including four UK number ones, and they are still counting more and more singles to their kitty. In keeping with their high energy levels, they have arrived on the back of a single, “The Pop Kids”. Here the band reworked their own single and called it the Deep Dub Radio edit, a version which sidles up alongside re-imagining by Israeli DJ Offer Nissim and Detroit house dude MK, a.k.a. Marc Kinchen.
“The Pop Kids” is reminiscent of the outfit’s 1990 single “Being Boring”, about a couple of fresh-faced kids, newly enrolled at university and living in London, swayed and seduced by the miracle that is MUSIC. The characters in The Pop Kids remember “telling everyone we knew that rock was overrated”. The Pet Shop Boys emerged in an era when pop was often regarded as rock’s frivolous younger sibling. They countered by insisting that not only was pop as important as rock, it was better. Their remix “The Pop Kids” is still synth-licious with plenty of dramatic string flourishes and a dubbier bottom end designed to send club-goers into a dance trance.