He was a longtime goon. The name "deadmau5" actually came from the SA IRC chatrooms, where he posted pictures of a dead mouse he found in his computer and was referred to as "that dead mouse guy". The chatroom had an 8 character max for nicks, so "dead mouse" became "deadmau5".

I brought it up because I'd have an easier time seeing a label run by an ex-goon engaging in this kind of marketing, as opposed to one like Atlantic.