In a time when we are absolutely inundated with content of all kinds, at all times, in every corner of our digital lives, the only way to cut through the noise is to bring people into your world.
The cost and effort it takes to make art—of almost any medium—is decreasing by the day. Thus the way forward for artists is to construct their very own universe—the cohesive body of artwork, branding and social experiences that tell the story of the vast landscape of their imaginations.
This is nothing new to global superstar Marshmello.
Be it through his famous avatar anonymity, Fortnite live concerts in the metaverse, VR experiences or partnering with an innovative marshmallow brand in Stuffed Puffs—Marshmello has constantly navigated his career from the wise approach of creating his own universe, and inviting his fans to live in it.
We got a chance to sit down with Marshmello manager and CEO of The Shalizi Group, Moe Shalizi, to discuss the ins and outs of this new record, his perspective on the music industry in a post-pandemic world and the myriad of ways in which the multi-platinum artist continues to connect his world with fans as our lives move evermore online.