News Feed Item

XUVO Founder Killian Wells Reveals He Was The "Man in the Mouse Mask"

Glow Cocktail Inventor Produced Notorious Commercial That Upset Deadmau5

LOS ANGELES, Aug. 28, 2014 /PRNewswire-iReach/ -- The founder of XUVO®, the glow-in-the-dark cocktail and energy drink mixer tablet, revealed today that he was the man in the mouse mask in last year's notorious commercial that upset Joel Zimmerman, aka Deadmau5. Killian Wells says he was enlisted by Beamz, an interactive music company that sells a hand-to-laser music generator and MIDI controller, to assist with marketing after their infomercial starring Flo Rida incited a social media feud with Deadmau5, a leading electronic dance music DJ.

(Photo - http://photos.prnewswire.com/prnh/20140828/140856)

The infomercial claimed that with Beamz, "Now, anyone can be a DJ." Insulted, Deadmau5 responded with his own YouTube video, "Coffee Run #6 – Beam5".  It depicted him destroying a Beamz unit in slow motion. Beamz then released their notorious video, "So Easy Even a Mouse Can Play It".  Produced by Killian Wells, the spot featured an unidentified man (now identified as Wells) playing the Beamz instrument while wearing a leather hoodie and custom-made mouse head. 

The spot drew comments from leading EDM artists including Zedd, Wolfgang Gartner, Steve Angello of Swedish House Mafia, and Dirty South. Beamz pulled Wells' spot from YouTube shortly after Deadmau5 took to Twitter, hinting possible legal action.

Wells says Beamz was never at risk of a legal judgment. "The spot didn't imply an endorsement and the character could've easily been Mickey Mouse, Mighty Mouse, or Chuck E. Cheese," he argues. "The front of the Deadmau5 head is unique, but to claim IP of a generic mouse silhouette is really grasping for straws." 

"Joel is a glorified playground bully," he continues.  "He can throw stones, but as soon as one hits him back, he tattles to the teacher."

Deadmau5 fans and several music outlets including MusicTimes.com credited (and, in some cases, blamed) Flo Rida and Beamz for the spot but Wells proudly takes full responsibility.  "Love it or hate it, the commercial got results," he says.  "The fact it upset someone of Joel's caliber is a huge compliment."

Deadmau5 has been embroiled in several feuds, most recently accusing R&B singer Trey Songz of copyright infringement. 

Ironically, while Killian Wells was anonymously upsetting one of the top EDM artists in the industry, he was hard at work developing XUVO, a product inspired by and created for the EDM community. Announced earlier this month, XUVO is the world's first ultraviolet blacklight reactive cocktail and energy drink mixer tablet. The company has also launched a beta social network (Cult XUVO) and has plans to expand as a lifestyle brand with events, clothing, and a line of 3D and blacklight enhancing glasses dubbed 3DM™.

"I imagine Joel won't be drinking or endorsing XUVO anytime soon, and we're fine with that," says XUVO brand Manager George Alvin. "XUVO is about the EDM community. Deadmau5 is EDM but has a lot to learn about the community part."

For more information on XUVO, visit www.xuvo.com

Media Contact: Jeff Dorta, Project Publicity, (866) 373-9886, [email protected]

News distributed by PR Newswire iReach: https://ireach.prnewswire.com


More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect at GE, and Ibrahim Gokcen, who leads GE's advanced IoT analytics, focused on the Internet of Things / Industrial Internet and how to make it operational for business end-users. Learn about the challenges posed by machine and sensor data and how to marry it with enterprise data. They also discussed the tips and tricks to provide the Industrial Internet as an end-user consumable service using Big Data Analytics and Industrial C...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. Digital Transformation (DX) is a major focus with the introduction of DXWorldEXPO within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term.
To Really Work for Enterprises, MultiCloud Adoption Requires Far Better and Inclusive Cloud Monitoring and Cost Management … But How? Overwhelmingly, even as enterprises have adopted cloud computing and are expanding to multi-cloud computing, IT leaders remain concerned about how to monitor, manage and control costs across hybrid and multi-cloud deployments. It’s clear that traditional IT monitoring and management approaches, designed after all for on-premises data centers, are falling short in ...
With privacy often voiced as the primary concern when using cloud based services, SyncriBox was designed to ensure that the software remains completely under the customer's control. Having both the source and destination files remain under the user?s control, there are no privacy or security issues. Since files are synchronized using Syncrify Server, no third party ever sees these files.
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
"We are an integrator of carrier ethernet and bandwidth to get people to connect to the cloud, to the SaaS providers, and the IaaS providers all on ethernet," explained Paul Mako, CEO & CTO of Massive Networks, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
I believe that this may finally be the year that the CIO role ‘crosses the Rubicon,' leaving behind its traditional, IT-focused orientation. But I don't believe that either of the previous predictions of this outcome — fading into oblivion or rising to a business executive level — is correct. Instead, I think this is the year that we will see the role of the CIO transformed into something altogether different.
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
"Calligo is a cloud service provider with data privacy at the heart of what we do. We are a typical Infrastructure as a Service cloud provider but it's been designed around data privacy," explained Julian Box, CEO and co-founder of Calligo, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"NetApp is known as a data management leader but we do a lot more than just data management on-prem with the data centers of our customers. We're also big in the hybrid cloud," explained Wes Talbert, Principal Architect at NetApp, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.