To many, Deadmau5 is the epitome of EDM’s current surge in popularity. He one-up’d Skrillex by appearing on the cover of Rolling Stone, and rocked out along with The Foo Fighters at the Grammys. But he’s also proven to be the most outspoken, and sensibly pragmatic, about the current gold-rush, challenging his peers out things like the push-play debat in live sets, and allowing Madonna to make awkward MDMA references.

In an interview with Billboard Editorial Director Bill Werde, the masked mouse started the conversation by calling the current EDM business “minimal effort for maximal profit,” before going on to say the anagram stands for “Event Driven Marketing.” 

He goes on to say “not to many people are forward-thinking about electronic music.”

You can watch the full interview, which also discusses the lost DJ superstar and the discrepancy between his reported income ($11.5 million according to Forbes) and the reality that ”Nobody is making that kind of money.”