Branding is everything. As DJs begin to understand this, having the correct handles for social media become more and more valuable. Though some compromise and add “DJ” or “Music” to their usernames, others refuse to settle. This time around, it’s Skrillex vs. Snapchat. Though it’s hard to mistake who “Skrilloo” belongs too, the OWSLA label head would prefer to as easily identifiable as possible. In what I guess was supposed to be an offer with good intentions, Skrillex tweeted that he’d reward whoever had his username on Snapchat. But as fans poured in, each claiming to have the handle, getting his username might be harder than previously expected.

Photo by Blake Bekken