DISCO HIP HOP DREAMPOP + HYPERPOP

Disco is known for being up-tempo. The genre often has syncopated beats, which is created by switching up the beats on notes to create an unexpected rhythm. Disco also incorporates four-on-the-floor beats, which is a type of rhythm that some say resembles a heartbeat. Disco emerged in the 1960s and reached its peak popularity in the 1970s. A key tool in the progression of disco is the technological use of the synthesizer, an electronic instrument that generates and moderates sound. Invented in 1955 inside of the Radio Corporation of America (RCA) laboratories, the synthesizer helped in the creation of the up-beat, fast tempo sounds of disco. The genre got its feet off the ground in clubs frequented by Black, gay and Latino communities, according to Britannica. Disco was a form of escapism from social issues at the time such as war, gang violence, race riots and homophobia. Disco clubs, coined discotheques, were popular disco destinations of the seventies. Stars like Michael Jackson, Freddie Mercury, Cher and Mick Jagger often attended these clubs, including Studio 54 in New York City. Studio 54 served as a place where inhibitions were free and everyone danced the night away into tomorrow.

STUDIO 23 Selection: “Let No Man

Put Asunder” (Dam Swindle Remix)First Choice

Released originally in 1977 during the heat of disco, this 2021 remix by Dutch duo Dam Swindle weaves in all the elements disco is known for, such as an up-tempo, syncopated beat, while bringing a modernday bounce. This remix breathes new life into the original song, more than 45 years after its initial release. With lyrics such as, “What has been joined by God / Let no man put asunder / Oh no, don’t throw it away,” the song details a relationship where one has withdrawn, while the other is still very much entangled in the love affair they have created. The song professes, “I know you will be coming back someday / Because I know deep inside you feel the same.” The song proclaims that although it might not be right in the moment, when two people find true love it is important to look forward to tomorrow.

Moving out of the disco era, a new generation was on the horizon: one characterized by infectious beats and hypnotic flows, otherwise known as hip-hop. As its 50th anniversary nears this year, hip-hop can be credited to DJ Kool Herc and his innovative use of the turntable, an important technological piece to the formation of the genre. A turntable is the portion of a record player that holds and spins a record while it plays. DJ Kool Herc hosted a bash in the Bronx in 1973, where he first introduced the technique of playing the same record on twin turntables and operating them simultaneously. This technique would become fundamental to developing the new genre. Elements of hip-hop, which some call, “The Four Pillars of Hip-Hop,” are: deejaying, rapping, graffiti and break dancing. These four pillars along with hip-hop gained furthermore popularity in the eighties and nineties. Lyricism during this time was further emphasized when rappers began to write about their experiences of navigating through America while being Black, connecting to an audience who could resonate because of shared experiences or who could just appreciate hearing about perspectives different than their own. Today, hip-hop is one of the most profitable music genres. According to Billboard, hip-hop has been the most popular music genre on their charts since 2017, coming a long way from its inception in the Bronx during a party of joy and music.

STUDIO 23 Selection: “Claymore” (feat. Smino)- Isaiah Rashad

Off of Rashad’s 2021 album “The House is Burning” the collaboration between Rashad and fellow artist Smino creates “Claymore’s” mixture of mellow rapping with smooth melodies throughout the track. Smino’s feature is a highlight of this song. In a mixture of rapping and singing, he says, “See, everything that you doubt and fear / That energy not allowed this year / That little league mindset out of here.” Here, Smino tells his lover to relieve themselves of the troubles that have plagued them in the past, to be present, and to look to the future for how good things can be when long-held doubt and fear are let go.

Dream pop’s origins trace back to the United Kingdom during the eighties. The genre is an amalgamation of alternative rock, psychodelia and other genres. Dream pop is most notable for its use of reverb to create a moody, atmospheric ambiance and features vocalists that sound almost ethereal with their tone of voice. Like dream pop, hyper pop is a niche genre of pop that has recently made space for itself in mainstream music. The term “hyper pop” can date back to the days of “dream pop.” However, most feel it truly developed during the 2010s when SoundCloud was changing the musical landscape and providing a platform for artists to release their work without the need of a big label push. Billboard defines hyper pop as experimental, with influences of 2010s’ EDM. Hyper Pop has gained momentum on TikTok with the hashtag “Hyper Pop” having more than 800 million views as of Jan. 2023. According to Billboard, hyper pop “seeks to find new entry points into the mainstream, with the ambition to simultaneously drain experimental music of its elitism and exclusivism.”

STUDIO 23 Selection: “Cherry-Coloured Funk”- Cocteau Twins

This song was released in 1990 from the Cocteau Twins’ critically acclaimed sophomore album, “Heaven or Las Vegas.” Both the album and the Cocteau Twins are often credited for the progression of dream pop. The song is lush and dreamy, and the vocals of lead singer Elizabeth Fraser transcend its listener to a world of euphoria. What makes “Cherry-Coloured Funk” so special is the fact that Fraser’s vocals are quite unintelligible, a common theme amongst the Cocteau Twins’ discography. Upon first listen, it’s hard to make out what Fraser is saying. On the band’s site, Fraser says she wants fans to focus more on the sound and emotions of the songs, so the listener can create experiences of their own to the music.

Now, take a listen to the songs of yesterday and today with Studio 23 and create your own experiences and memories that will last beyond tomorrow.

the focus was to continue an authentic ‘80s style by showcasing big hair, denim on denim and brown leather jackets. The iconic film, The Breakfast Club, was a notable inspiration for the creative direction. Olivia NewtonJohn was an immense figure in women’s fashion, and the intention was to reflect that style throughout these photos. The Walkman and cassette tapes are featured as authentic accessories to transport you back in time. Special thanks to Bang Back Pinball Lounge for the location.

Models: Ethan Massett, Kayla Cipully,

Model: Prudence Montgomery

Top: Tyra Sweater Tube Top from Urban Outfitters

Pants: UO Y2K Camo Cargo Pant Jacket: Out From Under Koa Open-Front Hoodie Sweatshirt from Urban Outfitters

Model: Micheal Jacobs

Hat: ‘47 Brand New York Yankees Classic Baseball Hat from Urban Outfitters

Top: BDG Bondi Stripe Tee from Urban Outfitters

Model: Amariah Rosa Rosa

Top: Out From Under Overdrive Mesh Long Sleeve Top from Urban Outfitters

Pants: BDG Balloon Cargo Jean from Urban Outfitters

Model: Mitchell Jackson

Top: Smiley Distressed Logo Tee from Urban Outfitters

Pants: BDG High & Wide Jean from Urban Outfitters

To prepare for our future, we must understand our past.

BY HUI PENAFLOR & HENRY TRAVIS •

PHOTO BY HENRY TRAVIS & ALYSSA BLADZIK • DESIGN BY HUI PENAFLOR • STYLE BY HUI PENAFLOR & LUAGNTXHI YANG

IT’S ALMOST IMPOSSIBLE to keep up with the everchanging trends that occur (or reoccur) in pop culture and fashion. Technology continues to advance as fashion trends are commonly repeated, referenced and renovated into new designs for higher efficiency and style. In this style shoot, details from the Victorian and Renaissance eras were juxtaposed with early 2000s technology to show that styles and trends are always referenced, even in modern-day looks. As new styles continue to emerge, we may look back and realize there is more to learn from our past than we thought. In retrospect, we can note our flaws and apply the wisdom we gain to new ideas.

a continual

The rise of Augmented Reality has infiltrated the fashion industry with the creation of virtual fitting rooms. Apps like Snapchat use filters of items that viewers can try-on without having to leave their home.

BY BRIANNA RAO • DESIGN BY HANNAH FLINT, SHASH COMANDUR & LILY FERGUSON

CELLPHONES ARE EVOLVING into a one-stop shop for everything we could possibly need. While it’s still common to buy clothes in a brickand-mortar store, online shopping is more popular than ever.

With technology evolving, the days of driving to a store, patiently waiting for a fitting room and standing in front of a mirror can be simplified through your cellphone. Opening up a package and feeling disappointed as the item doesn’t fit properly or appears different than promised can now be avoided.

Newsflash, your smart phone can be the new mall; you can try on clothing, shoes, glasses and beauty products through a single click!

At least that’s what Snapchat is arguing. Snapchat’s newest feature, “Shopping Lenses” attempts to reinvent the fitting room experience through Augmented Reality (AR). Certain virtual fitting rooms use AR to take body measurements and create fullbody 3D models of the shopper. The software then fits the clothes onto the body so that shoppers can see the item without the need to physically try it on.

However, “Shopping Lenses” works a little differently. Users can take a picture of themselves, and the app will overlay the clothing articles over the user’s body. The app gives a feature to allow individuals to buy the item after they try it on. Even USC students without the Snapchat app have thoughts on the try-on filter. “When you buy stuff online, you just look at the picture on a model, and so by being able to put it [product filters] over yourself, you would have a better impression of what the item would look like on you,” USC sophomore Maya McCune said.

According to Snapchat for Business, “Snapchatters who experience a shoppable AR Lens are 2.4 times more likely to purchase than those who do not.”

A study by Snapchat indicated that allowing customers to use AR to browse for items has led to a 25% decrease in returns. Not only does this technology allow you to skip the awkwardness and hassle of using dressing rooms, but it reduces waste in the forms of returns and the sanitary hurdles of testing beauty products.

With all of these supposed benefits, is this try-on filter really a staple among USC students?

“It [the filter] hasn’t changed how I look at makeup or anything. I wouldn’t say it has made me go out and invest in them; but I do like those brands,” USC freshman Sarah Hrivnik said. “I just think those filters, they haven’t really done anything for me.”

While there are online fitting room options, most of the interviewed students advocate for brick-and-mortar fitting rooms. The primary motivation for championing physical stores’ fitting rooms is the need to see, touch and feel the items. As of 2017, 62% of shoppers preferred shopping in-store because they are able to connect physically with the clothing through utilizing their senses.

Lack of trust is also a major contender in why these USC students prefer online shopping to Snapchat’s shopping experience.

“I am more a ‘go into a store’ person or ‘online shopping’ type of person,” said USC freshman Olivia Bollchoz. “I don’t think I would ever buy anything from Snapchat just because I don’t really trust it. I feel like when people buy things off Snapchat or Instagram, they don’t come in as good quality in comparison to buying it from somewhere else.”

“There’s a filter try-on where they [Snapchat] will insert sunglasses on you,” USC sophomore Celine Nguyen said. “I think the try-on filters are funny, silly and fun to play around with but…I don’t find those try-on filters as something I would actually buy.”

Beyond the lack of trust and accountability, these USC students feel that Snapchat wasn’t made to be a retail commerce platform and thus they will not treat it as such.

“I never think about it [the filters] as, ‘Oh, I want to buy this...’ It is more just messing around with the filters,” Nguyen said.

“To me, they [the filters] are ads for L’Oreal, Maybelline, or Covergirl...and usually they make me look really funny,” Hrivnik said.

“I like fitting rooms because I think the experience of actually seeing it [clothes] on my body, it makes me actually want to buy it rather than if I’m just doing it online. I’m just like, ‘I don’t know how it will actually look,’” Hrivnik said. “The experience of using a fitting room is fun and I am more likely to buy it.”

Yet despite these sentiments, it was predicted by Valuates Reports that the global virtual fitting room market will grow from $4.03 billion in 2022 to $14.87 billion by 2029.

So what’s driving the lag on USC’s campus?

“It’s not in our human nature to scan ourselves,” said Beth Esponnette, founder of digital apparel startup Unspun. “Certainly, we haven’t grown up with that. We’re used to walking into a store, and all the products are there already.”

Unless USC students adapt to a new mindset, abandoning the need to touch and feel the clothing, Snapchat will continue to serve only one purpose: keeping USC students connected with one another.

To use the try-on clothing, beauty or accessory feature, go to Snapchat’s Lens Explorer and then tap ‘Dress Up’ in the upper left-hand corner. Feeling like you want to wear that item IRL? Click the ‘Shop Now’ button which will take you directly to the brand’s website.