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I see it as a bridge for him to expose Joel's fans to more "proper" techno. In the same way the CNTRL tour was aimed at college students to show them what dance music could sound like beyond the EDM they have pushed in their faces, I think the two are using this SXSW performance to cross over some of Mau5's followers to the next stage. People often think by association, so many will say "hey, this Richie guy played with Mau5, so he must be cool too." It's a start. I'm sure he'd love to be able to stop doing the mouse head mask and play something else at his shows while still making bank too. I'm not into either of their music, but I respect what I see they're trying to do. Neither one of them needs to do this solely to make money.
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