It seems like every time I hear about Deadmau5 it’s because he’s getting bigger and bigger. The elctro house dj is on his grind. Touring so hard that he collapsed earlier this year. Luckily he’s alright and now Deadmau5 is working even harder on his own brand.
“I’m very meticulously on top of my brand and my merch,” he says. “Maybe sometimes not 100 percent when I’m touring – EMI kind of butts in, and sometimes f— it up and do lame shirts, but they have to do something when I’m doing other things. I like to retain as much control as I can of images and artwork, and how things are put together presentation-wise.”
The reasons for his collapse:
“Everyone wants to pin it on, ‘Oh yeah, he tried acid for the first time,’ or whatever,” he says. “But no — it’s just straight-up exhaustion. That’s what happens when you just have a cup of coffee in the morning and spend all day rigging a stage, helping out with this, and taking care of that, while running a business on the side.
“I felt dizzy and I had to put my head down for a sec, and then when I got back up, I started seeing stars all over — I learned a pretty valuable lesson right there,” Zimmerman says. “I’m not Justin Bieber, so I don’t have a health advisor or a personal chef following me around. It’s like, take care of yourself basically, and see what happens.”
New merch opportunities:
He’s planning the release of “boutique” merchandising items — although he won’t sell his mouse heads, preferring to see fans’ own homemade facsimile “crafts of love” — and is set to ramp up his live show to a huge scale. “We’re not getting a big-ass arena and putting a picnic table up there,” Zimmerman says, adding he’s thinking of ways to work his more experimental leanings into his brand, or release them under “a different moniker.”
“It’s important to keep your fans updated on what you’re doing — besides taking a crap. Just so they know that you’re still alive and not dogging it.”
Take Control of Your Music