USA TODAY International Edition
Deadmau5: All the way to the Grammys
Electronica star is up for three awards
For deadmau5, there’s a world of difference between being a DJ and an electronic dance music ( EDM) producer.
“If you want to be called an artist, then you should produce your own music,” says the 30- year- old Canadian, whose real name is Joel Zimmerman. “EDM artists need to move away from being human ipods.”
If there’s any question by now, he prefers to be an electronic music artist. “If people come to a deadmau5 show, I want them to hear deadmau5 music. Just like if I go to a Motley Crue show, I don’t want to hear them playing Warrant covers. An artist just can’t aspire to being the world’s greatest player of other people’s music.”
If that sounds a little demanding, he certainly has the clout to be. He’s up for three Grammy Awards: dance/ electronica album ( 4x4= 12), dance recording ( Raise Your Weapon, with Greta Svabo Bech) and remix ( Foo Fighters’ Rope). “I didn’t even know that there were that many categories for EDM!” he says.
His nominations weren’t the only surprise. “Boom! Five nominations for ( EDM artist) Skrillex,” he says. “A win for us all.”
The growing spotlight on EDM, a famously underground culture, is, however, not a surprise.
Deadmau5 became the first EDM artist to headline an all- genre music festival when he topped the bill at Lollapalooza last summer. 4x4= 12 spent 54 weeks on Billboard’s album chart and peaked at No. 2 on the dance/ electronic chart.
“EDM is the new pop music. It’s not just landing on the map, it’s developing and growing and being leached into the mainstream,” he says. “But that’s just how it goes. It’s the circle of life. Just because EDM has become popular doesn’t mean that it’s going to ( stink); it just means more people are listening to it.
“Edmhas been growing for years, but it’s amazing to have a pivotal role in making EDM bigger.”
Whether he walks away with a trophy or not, deadmau5 has had a stellar year. Las Vegas Mayor Carolyn Goodman dubbed Jan. 2 “deadmau5 Day,” marking the beginning of the EDM star’s exclusive partnership with Wynn Las Vegas. Zimmerman, wearing one of his signature mouse heads, burrows in Sin City through 2012, playing at XS and Encore nightclubs.
If he can continue to attract crowds at mainstream and larger venues ( he has done stadium shows in San Diego and Toronto), he stands to be the new face of EDM. “The thing about electronic music is that it’s more about the music and production than the individual,” says electronica pioneer Moby. “Generally, ( EDM artists) are not the most distinctive- looking people. They’re nerdy guys who like to make music on their computers. deadmau5 has that very distinctive mouse head. And his shows have a big production value.”
Grammys and the DJ vs. EDM artist debate aside, what will deadmau5 wear on the red carpet?
“A couple of years ago, I was nominated for a remix and wore a T- shirt that said, ‘ Your ad here,’ ” he says with a laugh. “I’m going to do something like that. Fake ad, fake company kind of thing.”