3LAU Stuns Via New BLUME Supported Single, "On My Mind"
There’s a reason his last name rhymes with “wow.”
Prior to 2012, the stage name that since has risen to become a mainstay on festival lineups, “3LAU,” would have held no connotative significance among dance music enthusiasts. Then, the stage name’s eponymous origin, Justin Blau’s surname, instead rested at the top of the list of candidates eyed by a BlackRock recruiter seeking to award a prestigious internship at the company to the most attractive prospect. A finance major on a full scholarship at St. Louis’s Washington University, it’s fair to assume that Blau implemented his cost-benefit analysis acumen in the delivery of a decision that would dramatically alter the landscape of his life: the choice to refuse the coveted position for favor of the adoption of “3LAU,” a fledgling identity in the electronic dance music genre.
The acclaim attached to the name “3LAU” would increase exponentially as the producer continued to attract attention for a series of mashups uploaded to SoundCloud, yet it was the DJ’s victory in a remix competition supported by Tiesto for the best re-imagination of the 2011 Tiesto branded release, “Work Hard, Play Hard,” that would solidify the budding 3LAU’s niche in dance music.
3LAU’s pre-2012 election to forfeit a career in finance for one in bass lines and beat drops was a choice equally characterized by its elevated stakes as it was by its comparably high reward. Fast forward five years and the “Is It Love” hit maker’s name has become a staple of music festival lineups and EDM based events alike. Fresh off of appearances at Inception at Sea and various Miami Music Week events, including b2b sets alongside Audien and Adventure Club, 3LAU sets his sights on Texas’s Something Wonderful Festival, and Seattle’s Life in Color as two dance music affairs of many soon to be rocked by the New York native’s distinct blend of progressive and electro house sound.
As the fetters of the icy winter season loosen to initiate the advancement to the long awaited 2017 festival season, 3LAU has accelerated the transition, heating things up with a seductive new release, “On My Mind.” Is It Love vocalist, Yeah Boy, lends his vocals once again to 3LAU, the track a picturesque coupling of sensual rhythm and silky vocals. On My Mind emerges as evidence of 3LAU’s gravitation towards a deep house aesthetic; indeed, 3LAU debuted his first “deep house set” at Miami hot spot, E11even nightclub this past week, the precursor to a forthcoming record that possesses a “deeper vibe.” If On My Mind is any indication of the quality of that impending album, that “deeper vibe” is only an extension of the producer’s mastery, another musical wheelhouse.
On My Mind officially dropped on 3LAU’s BLUME label, notable for its title as the first “not-for-profit dance label” currently in existence. In its drive to generate money that will in turn be donated exclusively to philanthropic organizations, the label has previously witnessed the release of 3LAU’s smash single, "Is It Love." Is It Love led the label’s establishment in 2016 as the first product to be marketed by the label, a song that drove the label to garner $200,000 for Pencils of Promise. Proceeds from streams and royalties compose the funds donated to charity; therefore, streams of On My Mind will directly benefit the American Civil Liberties Union (ACLU). Having far surpassed expectation in the accruement of $200,000 for Pencils of Promise, BLUME aspires to raise $30,000 for the ACLU via On My Mind.
The premiere of the most recent 3LAU single on the BLUME label indicates that it has perhaps never before been easier to do good simply by streaming that which is likewise "good," a sense of philanthropic accessibility that will remain “on our mind” just as long as the infectious track will.
Listen to On My Mind below