It's not enough for Skrillex to be the crown prince of EDM and run his own label OWSLA. Or for Diplo to be a mega-producing tastemaker and run his own label Mad Decent. Or for A-Trak to be one of the most talented turntablists on the planet plus, you guessed it, run a little thing called Fool's Gold which, uh-huh, is a record label too. The three have now got their own MTV-style YouTube channel called POTATO.
Why a spud? Who knows? While the guys haven't gone as far as to explain the name behind their new venture, they have announced their intention to "bring back the spirit of early music television for the digital and mobile era." They also shared the above video which offers a rapid-fire preview of the network's programming. Video and audio premieres are promised, and a few shows or segments are previewed:
Blow Your Head, which may play off of Diplo's passion for twerk; Short Cuts, an instructional perhaps that features A-Trak on the decks; Bang!, starring Skrillex at what looks like a warehouse party; plus something called Cosmo's Crates, Listen Up! With Ralph Moore, the self-explanatory Big Time #1 Super Adventures With Fat Jew, and Video Killed the Radio which may be some kind of old school MTV reference.
The press release went as far as to quote MTV's original slogan: "You'll never look at music the same way again." POTATO, which is a partnership with Iconic TV (the multi-channel network behind Jay-Z's Life+Times), also promises to "give voice and vision to the immensely diverse and ever-growing field of music, recognizing that there no longer is a divide between musician and fan." Nor between EDM entrepreneurs, apparently.
Also, according to the video, something is happening on today at 4 p.m. EST. Keep your eyes peeled.