Producătorul dubstep Skrillex a primit 5 nominalizări la Premiile Grammy de anul viitor și este unul dintre cei mai apreciați remixeri și orchestratori ai momentului. Ascultă noul album Korn aici, de exemplu.
Iată cei 10 pași prin care artistul a dus dubstep-ul din underground în mainstream, conform lui Clyde Smith de la Hypebot:
1) Stay on the Grind
Scrillex is described as working constantly but says it’s not about drugs, it’s about avoiding R.E.M. sleep.
2) Build Organically
He and his team built organically through digital releases, social networking and live shows rather than through advertising.
3) Focus on the Fans, Not the Press
Though Skrillex has definitely gotten attention along the way, people were searching for him before the media was driving them.
4) Give It Away, Then Sell It
Even when Skrillex did a track with Korn, they gave it away before releasing it for sale.
5) Brand It
Skrillex’ 2010 EP „My Name Is Skrillex” was given away free and the music is still available for free streaming but there’s nothing subtle about the branding.
6) Mainstream the Underground
Scrillex has received quite a bit of hate from purists who attack the transformation of dubstep into brostep but he’s all about reaching the masses and loving his fans.
7) Ignore the Haters
If it’s true that „haters make you famous”, Skrillex has done a nice job of ignoring the hate while it builds his fame.
8) Get the Cosign
Deadmau5 released the second Skrillex EP, „Scary Monsters and Nice Sprites,” giving Skrillex a major cosign in the growing electronic dance music scene.
9) Pass On the Favors
Skrillex expanded his sphere of influence when he launched OWSLA Records and released Porter Robinson’s „Spitfire” EP.
10) Do You Until You Are You
Skrillex worked his way from screamo singer to dubstep dj to being Skrillex. He seems comfortable yet focused and driven. Sometimes it takes a while to truly become yourself.