Who is Marshmello? If you ask him, he’ll insist that it shouldn’t matter who he is - and that it’s all about the music, not his identity. If that were true, though, he would perform under the name Chris, and go on stage in street clothes.

In a recent Facebook post, Marshmello claims “I’m not trying to be famous, I’m trying to make a diffrence.” Something that would be easier to believe if he wasn’t the most marketable (and marketed) DJ/Producer currently on the planet.

Let’s see Marshmello for what he really is: a clever marketing ploy created by either Jauz or Dotcom as a way for them to increase their presence in the EDM realm, while simultaneously boosting their download numbers and festival earnings.

You have to hand it to them though - by taking the ‘Batman’ approach to production/DJing - they’ve been able to funnel their creative juices through an unrecognizable ‘idea’, which in turn has helped increase their own brand recognition by association alone. In fact, their ‘side project’ has arguably surpassed their combine popularity.

“I’m not trying to be famous, I’m trying to make a difference.”

As a fan of electronic music, I’ll be the first to admit that when ‘Mello first hit the scene, his sound was a refreshing change of pace from what was popular at the time. Back when he really was anonymous, his Soundcloud page didn’t provide any contact or booking information - making it really seem like this could just be some kid in his parents basement that was about to blow up.

However, reality soon set in when Skrillex posted a Snapchat of him jamming out to a ‘Mello track, and again soon after by mentioning him in an interview with Katie Couric. This would probably have never happened had Skrillex not been in the position to capitalize off of Marshmello’s meteoric rise to fame (which he almost certainly has).

‘Mello’s first response to all of the “Who is Marshmello” hoopla came in the form of a Facebook post back in May:

“Reading these threads on reddit about “who is marshmello” and I’m wondering why people can’t just simply enjoy the music? Too many people get caught up in building a name for themselves and forget about the most important thing…music. I say fuck all of that. I am marshmello.”

So why does it matter? It doesn’t really. But something I (and maybe others) have taken issue with, is the fact that these guys are trying to push this PLURtastic “it’s all about the music” crap on everybody, when in reality, it’s not about that at all.

What is it all about? It’s about Jauz and Dotcom securing another slot on festival lineups. It’s about Joytime Collective building a brand. It’s about their squad cashing in on ‘Mello merch (I mean seriously, nobody is buying Dotcom shirts).

I honestly do like Marshmello’s music. I caught his second ever performance, which was this past year at HARD DOTD in Pomona. It was an amazing time! Seeing ‘Mello up on stage was the culmination of months of anticipation. Not only did he meet mine (and everyone else’s) expectations, he shattered them.

I guess I’m just irked by the fact that for a short while, Marshmello really was something special and unique in the edm scene. He gave a glimmer of hope to amateur producers everywhere that with hard work and creativity, it was possible to quickly rise and gain the type of appreciation and admiration that so many amateur producers are seeking.

But with each release has come further insight into the true intentions of the money making machine that is Marshmello, and the fact that he was never really “small” or “undiscovered”. It’s all part of a grand plan set in motion by greedy DJs and producers. I mean, come on, a colab with Omar LinX? Enough is enough.

So enjoy the music, but don’t buy into the crap that Jauz, Dotcom, Skrillex and Marshmello himself are trying to sell you. If it is really “all about the music”, then ditch the gimmick, and let the music speak for itself.