MASSIV clothing has been a name we've been hearing throughout dance and electronic music circles throughout LA, and we've seen some people repping them pretty hard lately and in the past, they've collaborated with artists like AC Slater, 12th Planet, Jack Beats, and events like Night Bass. We sat down with Yonatan Hagos and Kai Henry, the founders of the LA-based fashion label to learn more as they get ready to help the Mad Decent team take over Control Avalon with Walshy Fire, JSTJR, Paul Devro, and more.
More information on tonight's event can be found here.
How did you start your career in the electronic music business?
We started our career in EDM through a headphone company called SOL Republic that we were part of. A major part of SOL’s marketing/branding strategy was to collaborate with electronic artists. We ended up working closely with Steve Aoki, Calvin Harris, Lil Jon, Nervo, etc.
What is the best part of the business?
The best part of this industry is forming relationships with young DJs and producers and watching them grow into major artists.
What are the biggest challenges?
Probably the biggest challenge is the drug based stigma that still surrounds the EDM community, which makes it hard for us to sometimes collab with bigger brands.
What career advice would you recommend to someone just starting off?
The main thing is to treat people with respect and kindness. This is a very small world and everyone knows eachother.
As the EDM industry continues to grow, what do you think the secrets to longevity in this business will be?
I think the main thing is not to chase fads and stay true to your core brand message and consumers. If you can give them something consistent they will stick with you.
If you weren’t in the music biz, what would you be doing?
For us, we are in the music business through our clothing company WE AREMASSIV. So for us, it would be staying in fashion.