New York City-based electronic pop artist George Clanton has become one of the most prominent figures in the niche genre vaporwave, despite his complicated relationship with the descriptor. The cultish style was born on the internet in the early 2010s. Sonically, its hallmarks include '80s-inspired, day-glow synths and spacey, down-tempo beats. Tracks are typically paired with tripped-out, remixed visuals that draw upon '80s and '90s pop and consumer cultures.
Clanton took a risk with his newly formed record label, 100% Electronica. The imprint was originally conceived as a launch pad for his own work and that of his girlfriend and label cofounder Lindsey French, who performs as Negative Gemini. But, shortly after its inception in 2015, Clanton decided to begin reissuing obscure albums that had either never been released on vinyl or were out of print and prohibitively expensive. His reissues of Australian duo Surfing's 2012 album Deep Fantasy and German duo Software's 1988 album Digital-Dance sold out almost instantly.
Clanton recently dropped his previous moniker, Mirror Kisses, in favor of his own name. While his music may have commonality with vaporwave's instrumentation, Clanton's only conscious attempt at the genre was his former side project, ESPRIT. Vaporwave is almost exclusively an instrumental genre, which Clanton defies with robust, syrupy vocals.