EDM’s three musketeers, Skrillex, Diplo, and A-Trak, have partnered up with IconicTV and created a Youtube Music Network, “POTATO”. Being the cultural trendsetters that they are, this creative endeavor gives them the opportunity to show fans of music how they experience music and culture, with weekly audio premiers, exclusive video premiers, tour documentaries, and a radical new original series.
With respect to the spirit of our digital and mobile era, POTATO feeds the fusion between musician and fan, and aims to give a voice to the ever-expanding realms of music. The trio has recognized the parallel between the Youtube phenomenon and early cable programming, and works through the web-based outlet to bring music lovers material that echoes MTV’s original mission statement: “You’ll never look at music the same way again”.
The channel’s releases and features have included the exclusive audio premiere of Alvin Risk’s “Skyclad”, Dillon Francis’ video for “Bootleg Fireworks (Burning Up)”, a music mix series featuring guest artists called the “Potato Mix Series”, and the “Blow Your Head” series. Blow Your Head is a particularly compelling segment, made up of on-the-go, short documentaries featuring different producers and DJs from around the world. Its DIY aesthetic is raw and refreshing, and works with a comfortable video length to provide intimate details of what a life truly embedded in music culture can look like, expanding the musical horizons of viewers and music lovers.
The POTATO channel is charged with a replenished attitude towards music and the global reach that it can have. The way that these three pioneers of music have taken initiative to spread their love of music to anyone with an Internet connection has all of the potential to serve as inspiration to a rising generation of creative spirits, to take their goals and matters into their own hands. The channel is still young, but with the rate that its support is growing at, it seems that inevitably, #PotatoWillEatYou.