Hannah Diamond appears to have taken her brand to the next level with the arrival of HDTV (extra points for those who clocked that HD stands for Hannah Diamond in under 3 minutes). On first viewing the video was a bit of shock, and not necessarily in a good way. Much of the power of PC Music comes from how shrouded in mystery the entire operation has been. Whilst the music presented has been syrupy and sweet, speculation as to the identity of various artists, and the validity of their often provocative intentions fueled discussion throughout 2014.In the video Hannah Diamond basically enters the conversation, not only detailing her involvement in the aesthetic but also revealing herself to be incredibly self-aware about the whole thing. Now, only an idiot would enjoy PC Music's output and consider them to be entirely sincere. The very nature of their post-internet perspective is the result of millennial self-criticism and reflection. Only part of the fun was believing that the soft-glow imagery of this hyper-innocent pop-star was, at least in fictional terms, complete. In some respects, to hear Diamond reference the influence of TLC's "Waterfall" video as "acknowledging technology as sexy" and carrying a "futuristic energy", is the last thing we wanted to hear. It bursts the bubble. She clearly, as we secretly knew deep down, knows exactly what she is doing. Game over.But then it hit me. In a flash of involuntary memory I was returned the year 2000, sat after school watching my favourite VHS - Steps the Video. I fucking loved Steps. They were a band who could drop bars over a hoe down or sell a BeeGees cover to 8 year olds, and this video gave me a window into their lives behind the singles. Take the example below, wherein Claire lets you visit her kitchen and watch her cook her speciality Pasta Alla Clara (secret ingredient Heinz Tomato Soup). She even delves into the cultural influences provided by the band's touring schedule at around 2.42 - "We've been to lots of Chinese countries." The aesthetic isn't far from PC Music either, best displayed between each segment as the band fly around on a badly green-screened sofa holding fluffy clipboards.Maybe, rather than exposing her identity, Hannah Diamond is burying further into the self-referential universe of millennial pop culture. Take her confession that she is "quite unlucky in love" and a "really shy, introverted person deep down". It isn't a thesis on the meta-dynamics of post-internet branding, it's a Smash Hits magazine pull quote. As ever we are going to be sent running in circles, debating amongst ourselves what means what, and most likely being laughed at by an entire production team. But I like to think that Hannah Diamond's HDTV01 is a callback to a sweeter sort of pop-star, one you want to be mates with, not pop a molly with. A callback to a time when Lee would give you a tour of his gym, and then H would teach you how to juggle. Here's hoping.Follow Angus Harrison on Twitter
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