LA’s rising producer informal. exchanges heartache for euphoria with his upbeat house single, arriving as the second release from Insomniac’s newly minted GOTTA MOVE label.
LA’s mood-boosting producer informal. sweeps in with his new single, “nohardfeelings,” a deceptively upbeat house track surfacing as the second release from Insomniac’s recently launched GOTTA MOVE label.
Praised for being the life of the party, informal.’s take on house music ultimately always ends up feeling like a good hang—providing the kind of soul-healing treatment that only therapy can offer. For his new single, “nohardfeelings,” the fun-loving phenom is shown dealing with heartbreak in the only manner he knows: smothering negativity with his sweet, buoyant bliss.
The brooding vocal hooks are ripe with despair, as the high-pitched falsetto ruminates over a washed-up love. Meanwhile, shuffling drums drive the piece into a fast-paced, euphoric groove dotted by distorted lo-fi chords, sweeping harp embellishments, moody piano keys, and low-passed brass notes. Heartbreak never sounded so good.
Speaking on his creative process, informal. shares, “I guess I just can’t help but make everything a bright, upbeat, bouncy tune, even when the lyrics are so heart-wrenching and full of emotion. The contrast of the driving bass, four-on-the-floor drums, and gritty synth chords, up against the very soulful and emotional vocals, makes for such an interesting and dynamic combo. You don’t know whether to dance or cry—maybe both are the answer.”
Based in Los Angeles, informal. is a buzzing artist whose unwavering optimism has allowed him to claim prime real estate at the forefront of a new wave of house music. Inexplicably upbeat and a catalyst for merrymaking, his catalog is only concerned with keeping the vibrations at an all-time high. The infectiousness of his tracks translate perfectly over to his performance, which has led him to host headline shows at Elsewhere Brooklyn and Tell Somebody LA.
He’s also been making the rounds at choice festivals including Worlds Away, Wonderfront, and Showcation, as well as being called upon for tour support by industry leaders Audien, Two Friends, and Phantoms. He’s now gearing up to share the stage with British sensation TroyBoi to close out the year, with an upcoming set at White Rabbit’s NYE show in Seattle.
Finding a way to turn pain into pleasure, “nohardfeelings” captures everything that has made informal. one to watch: good vibes and contagious energy that comes across so casual.
You know you’re in for a good time with LA-based producer/dj informal., known to friends as Sam Richie. Both in life and in his music, informal. brings a wildly unpredictable, exuberant energy that is deeply and immediately infectious. His live shows are no exception, with informal. offering a variety of upbeat mixed-genre heat while making fans laugh with his emphatic dance moves, and most often doing so barefoot behind the decks.
His own music catalog keeps the theme; most tracks defy usual genre categories, but all carry his signature bouncy, creative melodies and production. For informal., fun is always the priority. As far as informal.’s career trajectory is concerned, it’s pretty much your last chance to become a fan “before he was cool.” informal.’s “delusional optimism” has taken him to headline shows at Elsewhere in Brooklyn and smash-hit LA party series Tell Somebody, lineup slots at Worlds Away, Wonderfront, and Showcation festivals, and support plays for headliners including Audien, Two Friends, and Phantoms.
His music has racked up 12M+ plays across platforms, and his online community is growing by the day. informal.’s message to fans is the power of positivity, enjoying life to the fullest, and unbridled self expression. In embracing this message himself, he’s created a world where good times reign supreme, and he’d love to invite you in.
informal.’s new single “nohardfeelings” is available on all platforms via GOTTA MOVE.
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