Dance

Diplo's Mad Decent Label Launches New Imprint With Creative Agency Pizzaslime

Diplo
Eli Russell Linnetz

Diplo

Diplo's longstanding label Mad Decent has announced a collaborative imprint with Los Angeles-based creative agency and streetwear brand Pizzaslime. The first release from Pizzaslime Records is "Marlboro Nights" from Baltimore artist Lonely God.

Written, recorded and released from Lonely God's bedroom,"Marlboro Nights" first went viral on TikTok, landing in the Top 10 of Spotify's Viral 50 chart with over 33 million streams. The song's video, out Tuesday (March 24) was directed by Kylie Jenner's personal photographer Amber Asaly. Watch the clip for the indie track below. Pizzaslime Records will release the forthcoming Lonely God EP later this year.

Mad Decent, Diplo and Pizzaslime -- known for products like their "Drake Tears" coffee mug and pillowcases decorated with tweets by the Kardashians, Kanye West and more, have had a longtime working relationship. Diplo also 'grammed himself in a pair of Pizzaslime sweatpants back in January.

“Pizzaslime is a movement — they are ruthless, cutting edge and crazy on top of culture,” Diplo said in a press release. “Mad Decent is teaming with them to help figure out what the music side is -- the sound of the Pizzaslime brand -- and bringing our two worlds, audio and visual, together.”

Pizzaslime, which takes inspiration from internet culture, plans to use their understanding of the internet, branding and marketing, along with their creative network, to develop ideas and campaigns for its roster of artists. “As Pizzaslime, we have a direct relationship with our consumers/fans and creative network which gives us an advantage over traditional labels which sit behind their artists’ fanbase,"  says brand cofounder Nicholas "Stoveman" Santiago.

“This record label is an extension of our brand and we want it to work and flow in a similar way; for us it’s all about speed and the ability to identify, adapt and create at the speed of the internet," Santiago continues. "We pitched Mad Decent on the idea of signing a bologna sandwich and they said yes without any hesitation -- I don’t think Pizzaslime Records could exist anywhere else. Mad Decent and Diplo have always been forward thinking and at the frontline of culture. Them betting on us is something we are super grateful and excited for.”