Thunderheist’s first big break came courtesy of DJ Diplo and his Mad Decent blog/label.
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“The catalyst was definitely when Mad Decent posted Sueños Dulces online,” says Grahm Zilla. “That was what made it go international. We actually got an offer to play in Sweden just a couple days after he posted it.”
They’re not the first to benefit from the Diplo effect. The influential DJ/producer has a knack for creating buzz, and people take note when he vouches for unproven or unknown talents.
M.I.A.
It’s arguable that Mathangi “Maya” Arulpragasam was going to be a success regardless, but few would disagree that the Piracy Funds Terrorism mixtape she did with then-boyfriend Diplo helped pave the way for the overwhelmingly enthusiastic reception for her 2005 debut album, Arular.
Bonde do Rolê
Funk carioca (sometimes known as baile funk in the English-speaking world) was for the most part unknown outside of Brazil until Diplo caught the fever for the raw urban sound. Along with pushing the genre overground, he also adopted Bonde do Rolê and kept pumping them until they blew up.
Rye Rye
Before being signed to M.I.A.’s N.E.E.T. label, teenage Baltimore club rapper Rye Rye dropped her debut single, Shake It To The Ground, on Mad Decent and immediately had her profile bumped up to the next level.
Santigold
Like M.I.A., Santigold (formerly known as Santogold) was already poised to blow up large when she collaborated with Diplo on the Top Ranking mixtape. However, between his producer contributions on her self-titled debut and the extra boost in profile that the mixtape provided, he can definitely take at least some of the credit.