Well it started with Las Vegas officially proclaiming January 2nd, “deadmau5 Day” and Mixmag announcing Joel as number 5 in its annual Greatest Dance Act poll – the highest ever new entry.
By February, Meowingtons Hax 2k11 had been released off the back of Joel’s record-breaking show at Toronto’s Rogers Centre, and once again, it was time for the 54th GRAMMYS. Joel was nominated for 3 awards and played alongside friend and producer Dave Grohl. This year, he’s been nominated for 2 awards including Best Electronic Album and Best Remix Recording for Tommy Trash’s take on The Veldt feat. Chris James.
Spring saw deadmau5′ own imprint mau5trap host it’s first mau5hax; a 12hr production session, streamed from start to finish via live.deadmau5.com, and viewed by tens of thousands around the world. 5 competition winners, Joel, beatport and all the mau5trap family pulled together to produce two tracks, made free by the following morning via beatport, and one of which topped the Hype Machine 48hrs later.
In mid May the video for Professional Griefers was recorded. Joel asked the LA horde if they wanted to get involved… …and did you hear the story of The Veldt? The track, released in late June and inspired by a short Sci-Fi tale written by Ray Bradbury, was to become one of the most documented releases of the summer. Click here to see how this one played out. It was a busy month. As well as The Veldt, deadmau5 hit Europe for a series of festival shows, the website got a refresh and Joel also became the first ever electronic artist to take the front cover of Rolling Stone magazine. And the press kept coming; The Shortlist, Electronic Musician, Inked Magazine and Guitar Center all featured the mau5 on the cover.
By this stage of the year; brand partners Sonos and Neff were both deep into individual campaigns and Sol Republic’s “Headphones for Cats” saw Prof Meowingtons hit the tech blogs gizmodo, mashable and gizmag.
In August, “the highest budget electronic music video of all time” – yes, Professional Griefers was finally uploaded, and one month later, after a swift visit to London for the iTunes Festival, Joel’s fourth studio album, > album title goes here < hit the shelves.
So far so good right?
KCRW went on to present a “deadmau5 interview and performance” at LA’s Sonos studio – a show that was later aired via the station and available online and on Sonos systems around the globe. Listen again here.
As winter hit London, deadmau5 wrapped up and quite literally lit up the city with a visual and audio experience as part of Nokia’s Lumia #switch campaign. Watch footage from the night here. To end the year, deadmau5 and Imogen Heap set up a global search for animators to produce a segment of the official video for “Telemiscommunications”… a competition which is now closed, but looking good already.
What next in 2013? 5 years of deadmau5 of course…
“was thinking last night…. the 2013 big live / stage show is going to be immense. holy fuck.” – deadmau5.