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Watch a new music video / energy drink ad for QT's 'Hey QT'

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PC Music — the somewhat secretive UK cabal of DJs and alternate-universe pop stars — seemed to be everywhere at SXSW this year. And less than a week after their packed SXSW showcase, which felt like a bit of a coming-out party, their crown princess and "future pop sensation" QT has released a shiny new video for her first (and only) single "Hey QT."

Art and commerce have once again dissolved into an indistinguishable fizzy pink fog.

"Hey QT" originally dropped last summer, and at the time seemed like a kind of guileless repurposing of the ubiquitous pop-star product placement epidemic, as reimagined in the PC Music universe. Fast forward half a year, and QT's got a VEVO account and, from the looks of it, an actual Beats deal (unless those are just her headphones.) Art and commerce have once again dissolved into an indistinguishable fizzy pink fog.

Between her live set and this video, it's now clear that there is a person behind QT — that she isn't some computer-generated brainchild of PC producers A.G. Cook and Sophie, as previously reported. QT only performed "Hey QT," and the crowd still went nuts, so there's something about the persona that's working. Diplo even dropped a remix of "Hey QT" today for free download. Will there ever be another QT song? Does QT have something more to say? It seems like the PC Music machine is just booting up, so perhaps we won't have to wait too long to find out.