The Concept: Once Upon a Time… Online is a reactive inquiry into the digital zeitgeist. Born from a period of spontaneous creative output, the album serves as a sonic mirror to the modern world: an album of songs that explore the surreal intersection of technology, consumerism, and human connection. It captures a specific moment in time where the physical and digital realms seemingly become inextricably blurred.

The Narrative: The narrative arc of the project focuses on the “gamification” of our most basic impulses. From the baffling mechanics of fast-food ecosystems in “Upsize” to the algorithmic pursuit of intimacy in “Love Has An Algorithm,” the album investigates how digital frameworks alter our perceptions of value and affection. It is a playful yet pointed exploration of the modern fairy tale, one written in musical code.

The Craft: Unlike the rigid technicality of Cenco, this work celebrates the “blur” of the creative process. The craft lies in the rapid-fire synthesis of ideas, utilising electro-pop textures to reflect the frenetic pace of online existence. Tracks like “Melting Face Emoji” represent the exploration of digital fatigue; using iconic internet vernacular to anchor a study in sonic irony.

Listener’s Note: Notice how the bright, ‘electro’ textures contrast with the underlying social commentary. Can you hear the ‘glitch’ of the algorithm in the rhythmic structures? Listen for the irony in ‘Upsize’: notice the song is towards the start of the album’s narrative; can we follow the evolution of this idea throughout the entire album?