Killian Wells Was The 'Man in the Mouse Mask' Upsetting Deadmau5

The founder of XUVO, was the man in the mouse mask in last year's notorious commercial that upset Joel Zimmerman, aka Deadmau5.

Killian Wells says he was enlisted by Beamz, an interactive music company that sells a hand-to-laser music generator and MIDI controller, to assist with marketing after their infomercial starring Flo Rida incited a social media feud with Deadmau5, a leading electronic dance music DJ.

The infomercial claimed that with Beamz, "Now, anyone can be a DJ." Insulted, Deadmau5 responded with his own YouTube video, "Coffee Run #6 - Beam5". It depicted him destroying a Beamz unit in slow motion.

Beamz then released their notorious video, "So Easy Even a Mouse Can Play It".

Produced by Killian Wells, the spot featured an unidentified man (now identified as Wells) playing the Beamz instrument while wearing a leather hoodie and custom-made mouse head.

The spot drew comments from leading EDM artists including Zedd, Wolfgang Gartner, Steve Angello of Swedish House Mafia, and Dirty South. Beamz pulled Wells' spot from YouTube shortly after Deadmau5 took to Twitter, hinting possible legal action.

Wells says Beamz was never at risk of a legal judgment. "The spot didn't imply an endorsement and the character could've easily been Mickey Mouse, Mighty Mouse, or Chuck E. Cheese," he argues. "The front of the Deadmau5 head is unique, but to claim IP of a generic mouse silhouette is really grasping for straws."

"Joel is a glorified playground bully," he continues. "He can throw stones, but as soon as one hits him back, he tattles to the teacher."

Deadmau5 fans and several music outlets including MusicTimes.com credited (and, in some cases, blamed) Flo Rida and Beamz for the spot but Wells proudly takes full responsibility.

"Love it or hate it, the commercial got results," he says. "The fact it upset someone of Joel's caliber is a huge compliment."

Deadmau5 has been embroiled in several feuds, most recently accusing R&B singer Trey Songz of copyright infringement.

Ironically, while Killian Wells was anonymously upsetting one of the top EDM artists in the industry, he was hard at work developing XUVO, a product inspired by and created for the EDM community.

Announced earlier this month, XUVO is the world's first ultraviolet blacklight reactive cocktail and energy drink mixer tablet.

The company has also launched a beta social network (Cult XUVO) and has plans to expand as a lifestyle brand with events, clothing, and a line of 3D and blacklight enhancing glasses dubbed 3DM.

"I imagine Joel won't be drinking or endorsing XUVO anytime soon, and we're fine with that," says XUVO brand Manager George Alvin.

"XUVO is about the EDM community. Deadmau5 is EDM but has a lot to learn about the community part."