For a long time people became obsessed with wanting to find out who stood behind the smiling marshmallow head. Former DJ Dotcom, the real-life Chris Comstock, surprised the world when Marshmello emerged in 2015. Super bounce, super future bass artist Marshmello is listed as one of Forbes’ highest paid djs earning $23M competing with Calvin Harris. With over 36M subscribers on YouTube and 23.9M followers on Instagram (more than Garrix, Guetta, or Diplo, Tiesto, and Afrojack combined), we really wanted to explore what makes Marshmello a sensation.
The concept behind the Marshmello brand was to create a universal character; a global symbol serving a positive message that is accessible to everyone. And if you’re wondering, yes, his helmet has an internal air-conditioning system.
“I want you to be happier… I want to raise your spirits…I want to see you smile” wrote Dan Smith, frontman of Bastille. Originally written for Justin Bieber, but ironically best suited for Marshmello who took “Happier” to #1 on the Billboard charts. Day one supporter, Skrillex helped ignite the buzz around the mystery behind the mask being the first to reveal the Marshmello identity in 2015. Skrillex’s backing paved a road to Marshmello’s success.
Marshmello also hosted the first-ever live virtual concert inside of the game Fortnite with 10.7M viewers and 39M views on YouTube! This translated over to real-life ticket sales, gaining a whole new audience in the gaming world that other artists might not have been able to reach.
Just one year into his career as Marshmello, hit song “Alone” hit 1.3 billion views on YouTube, running up to most viewed video “Despacito” by Luis Fonsi and Daddy Yankee (6.2B). And with the help of manager Moe Shalizi, Marshmello strategically collaborated with some of the highest followed influencers on Instagram including Selena Gomez (152M followers) on the track “Wolves”, Chris Brown & Tyga (combined 72M), and upcoming collab with Cardi B (46.6M). It’s no wonder Marshmello blew up instantly with this marketing strategy in place, associating himself with heavy hitters. If he can get his hands on creating material with a celebrity, he will.
Focused on targeting the true digital natives Gen Z (1996-2012), which is the largest group of consumers worldwide who’ve never known a world without social media. The Marshmello brand focuses on entertainment, promoting uplifting messaging, good energy, happiness, and fun. He’s that guy you want to hate because he has it all, but you really can’t because he manifests nothing other than positivity.
To learn more, check out the newly released “Marshmello- More Than Music (Artist Spotlight Stories)”on YouTube, a mini documentary showcasing Marshmello’s success including interviews with The Chainsmokers, Martin Garrix, Logic, and Tiesto. He cooks too! Cooking with Marshmello.
New album, Joytime III releases July 3.
Residency begins July 12 at KAOS Dayclub & Nightclub at the Palms Casino Resort Las Vegas
