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If the message is more of a pop message, and if it's beat- and club-driven, then the sky's the limit.
FORBES: East Meets West
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The pop legend - whose baby daughter was born last month - beat off stiff competition from James Bond star Pierce Brosnan and Oscar nominee Jude Law.
BBC: Bowie 'most stylish man'
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Subsequently picked up by an indie label for 2005's Easy Beat, the group won raves for its fascinating combination of psychedelic pop hooks and Beach Boys-esque vocal harmonies.
NPR: Dr. Dog: Classic Rock and Pop Made Simple
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There's a crop of young American acts approaching the genre less as ethnomusicology and more like pop, from the hip-hop collage approach of New York's Balkan Beat Box to the emigre garage rock of Los Angeles' Dengue Fever, who headlined the festival's final night.
NPR: The Musical Worlds of WOMEX