Deadmau5 is at the point in his career where the mainstream (like EMI label cheeses, for example) are taking notice. His remix of Calvin Harris’s “I’m Not Alone” on track to be the next remix hit for the Mau5, following his Grammy-nominated version of Morgan Page’s “The Longest Road.” So it was no surprise that mega-label EMI reported signing the producer born Joel Zimmerman to a worldwide deal to include “live recording, sponsorship, television, film and merchandising activities.” This is huge because now EMI/Virgin essentially own the most profitable aspect of a producer’s career – his non-record sales business ventures.
The surprise, however, lies in the fate of Deadmau5′s relationship with his other labels, Ultra in the US and Ministry of Sound in the UK. While we could get no comment from either his management or Ultra Records, the terms of the deal as explained in EMI’s press release imply that this new deal precludes all others. Label A&R head Nick Gatfield is quoted in the release as calling Mau5 “the hottest name in the world of electronic music.” Gatfield, a year into his tenure at EMI, is in dire need of a blockbuster star. The label’s best selling acts of 08 – Coldplay, Katy Perry, and of course Kylie – were all signed prior to his start date.
As a dance music industry outsider, Gatfield may not know that in addition to being electronic music’s hottest stars, he has a reputation for being its biggest jerk. From calling fellow DJs “fucking cunts” to his notoriously difficult behaviour with everyone from his agency, to promoters, to sometimes even fans, this will be no easy-to-manage money maker. And because (we imagine) they threw a pile of money at his mousey head given the scope of this deal, EMI will be eager to recoup their investment.
Precedent is not on their side, however. Most DJ acts and producers have walked from the major label contracts after a few releases and disappointing licensing arrangements (Fischerspooner, Oakenfold, etc). We’ll see. Deadmau5 would no doubt love nothing more than to say “I told you so” to all the doubters.
He headlines a live show at the Hollywood Palladium this Friday. Moderat, Tiefschwarz, and HARD promoter Gary Richards aka Destructo open. Tickets here.
5/20/09 Update: We have received confirmation that Deadmau5 will remain with Ultra Records in the US. We assume, therefore, that the North American aspect of this deal includes non-recording ventures.
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