Primary 1

London electro-pop musician Joe Flory, performing under the name Primary 1, achieved early notice in his early twenties through the release of his first single, “Hold Me Down.” The track, a dense fusion of ‘80s synth pop and chillwave, appeared as Phantasy Sound’s second offering from Erol Alkan’s independent imprint, the same label that housed La Priest, a side project from Late of the Pier. Although speculation suggested Flory could serve as a suitable collaborator for pop figures such as Kylie Minogue and Madonna, he rejected any interest in mainstream pop partnerships and chose to maintain an online persona of anonymity by appearing in promotional images behind a lion mask. Recognition grew after he joined Metronomy for a summer tour and contributed to singles by the Shoes and Riton, respectively titled “Ho Lord” and “Who’s There.” Before securing a deal with Atlantic in 2010, Primary 1 issued Mess Detective, a freely downloadable collection of early recordings, on his own.