Over the past few months I have had the pleasure of getting to work with electronic artist, deadmau5, as we prepared to announce his new partnership with Wynn Las Vegas. This week, we launched into the New Year with a trifecta of celebrations: his birthday, the launch of his exclusive 2012 residency at XS nightclub, and perhaps most notable, Mayor Carolyn Goodman proclaiming it officially “deadmau5 Day” in the city of Las Vegas.
deadmau5, also known as Joel Zimmerman, arrived at the prestigious nightclub just before midnight on Monday, where the XS staff took over the mic to lead thousands of clubgoers in serenading him with “Happy Birthday.” Twenty beautiful cocktail servers marched on stage with a five-tier cake, created by Las Vegas bakery Gimme Some Sugar. Each tier had an iconic theme from the residency announcement where deadmau5 attempted several jobs around Wynn Resorts, including lifeguard and golf caddie, before finding he was best suited performing at XS. The campaign was wildly popular, even gathering attention from Rolling Stone and more than 100,000 views on YouTube <http://youtu.be/qh_XtHebsOQ> .
Just before his set, XS Co-Owner and Managing Partner Jesse Waits presented deadmau5 with the official proclamation on behalf of Mayor Goodman as confetti cannons exploded into the crowd. Zimmerman took the mic and expressed his disbelief in having a day in his honor as his devoted fans erupted in excitement. He immediately jumped behind the booth to kick off his partnership which will include several dates throughout the year at XS and Encore Beach Club. He played until the early hours of the morning, jumping on top of the booth to excite the crowd and even popping a 15L bottle of bubbly for the occasion.
Considering he has a long list of accolades including recently being nominated for three Grammy Awards, I was really moved by how excited he was about this honor. In my mind, he is incredibly deserving, as I’ve seen the crowds that he can pack into the nightclub – even on what would be considered an “off night” – which is ultimately just pushing business and traffic to our great city and helping Las Vegas get back on its feet after a rough economic patch.
I can say – without a doubt – he is someone I’m happy to know. And deadmau5 Day is my new favorite holiday. That’s saying a lot from a girl born on the 4th of July!