“Making fun of PR puffery is sort of like shooting fish in a barrel after you’ve already dropped jumper cables into the water,” notes Spin, in the middle of its fish-shooting spree around a press release announcing Deadmau5’s latest branding deal. Admittedly, Live Nation’s VP of licensing may have gone a bit far in claiming that the EDM artist’s deal with Space Invaders is “more than a collaboration, it is a revolution in popular culture”. But beyond the hype, it’s an intriguing deal. “Deadmau5 and Space Invaders have teamed up to create a lifestyle brand crossing a myriad of categories launching in the high-end and specialty markets,” explains that press release, with the first products to go on sale this winter. At least this isn’t *all* about the money: Deadmau5 famously has a green Space Invader tattooed on his neck. No news on whether there’ll be a game tie-in with his music, but it would seem like a logical move alongside any merchandise.

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