Welcome!

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

SOURCE XUVO Labs

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
A look across the tech landscape at the disruptive technologies that are increasing in prominence and speculate as to which will be most impactful for communications – namely, AI and Cloud Computing. In his session at 20th Cloud Expo, Curtis Peterson, VP of Operations at RingCentral, will highlight the current challenges of these transformative technologies and share strategies for preparing your organization for these changes. This “view from the top” will outline the latest trends and developm...
When you focus on a journey from up-close, you look at your own technical and cultural history and how you changed it for the benefit of the customer. This was our starting point: too many integration issues, 13 SWP days and very long cycles. It was evident that in this fast-paced industry we could no longer afford this reality. We needed something that would take us beyond reducing the development lifecycles, CI and Agile methodologies. We made a fundamental difference, even changed our culture...
Things are changing so quickly in IoT that it would take a wizard to predict which ecosystem will gain the most traction. In order for IoT to reach its potential, smart devices must be able to work together. Today, there are a slew of interoperability standards being promoted by big names to make this happen: HomeKit, Brillo and Alljoyn. In his session at @ThingsExpo, Adam Justice, vice president and general manager of Grid Connect, will review what happens when smart devices don’t work togethe...
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
@DevOpsSummit taking place June 6-8, 2017 at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @DevOpsSummit at Cloud Expo New York Call for Papers is now open.
SYS-CON Events announced today that Dataloop.IO, an innovator in cloud IT-monitoring whose products help organizations save time and money, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Dataloop.IO is an emerging software company on the cutting edge of major IT-infrastructure trends including cloud computing and microservices. The company, founded in the UK but now based in San Fran...
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
In the next five to ten years, millions, if not billions of things will become smarter. This smartness goes beyond connected things in our homes like the fridge, thermostat and fancy lighting, and into heavily regulated industries including aerospace, pharmaceutical/medical devices and energy. “Smartness” will embed itself within individual products that are part of our daily lives. We will engage with smart products - learning from them, informing them, and communicating with them. Smart produc...
Internet of @ThingsExpo, taking place June 6-8, 2017 at the Javits Center in New York City, New York, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo New York Call for Papers is now open.
Providing the needed data for application development and testing is a huge headache for most organizations. The problems are often the same across companies - speed, quality, cost, and control. Provisioning data can take days or weeks, every time a refresh is required. Using dummy data leads to quality problems. Creating physical copies of large data sets and sending them to distributed teams of developers eats up expensive storage and bandwidth resources. And, all of these copies proliferating...
SYS-CON Events announced today that Catchpoint, a leading digital experience intelligence company, has been named “Silver Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Catchpoint Systems is a leading Digital Performance Analytics company that provides unparalleled insight into your customer-critical services to help you consistently deliver an amazing customer experience. Designed for digital business, C...
“DevOps is really about the business. The business is under pressure today, competitively in the marketplace to respond to the expectations of the customer. The business is driving IT and the problem is that IT isn't responding fast enough," explained Mark Levy, Senior Product Marketing Manager at Serena Software, in this SYS-CON.tv interview at DevOps Summit, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smart...
SYS-CON Events announced today that Catchpoint Systems, Inc., a provider of innovative web and infrastructure monitoring solutions, has been named “Silver Sponsor” of SYS-CON's DevOps Summit at 18th Cloud Expo New York, which will take place June 7-9, 2016, at the Javits Center in New York City, NY. Catchpoint is a leading Digital Performance Analytics company that provides unparalleled insight into customer-critical services to help consistently deliver an amazing customer experience. Designed ...