If you listen to EDM - or any music at all, really - you know Marshmello. The DJ, who has collaborated with the likes of Justin Bieber and many more, just recently surpassed 40 million subscribers on YouTube. This makes him the “third-most-subscribed-to-musician,” according to Your EDM. He trails just behind Justin Bieber and Ed Sheeran, with Eminem on his tail. This lineup is interesting, considering that all four of these artists represent very different genres: Bieber is quintessential pop, Sheeran leans into an indie bent, and Eminem is traditional rap. As electronic music grows more and more popular in the mainstream, it’s no surprise that YouTube stats will reflect that trend. One could argue, however, that the rapid blowup of Mello’s channel is due to the variety of videos he showcases, from cooking to gaming. It’s no secret now that in the world of influencers and media, keeping fans interested - capitalizing on the attention economy - is one of the most significant predictors of economic and cultural success. In a modern technological world with so many outlets and artists competing for attention, Mello and his team were able to craft a specific niche, a specialized identity, and a sense of humor-combined-with-skill that make Mello’s content irreplaceable. Another aspect that separates Mello from other DJs is his ability to collaborate with a variety of artists, and thus tap into new audiences: from CHVRCHES to Bastille to Tyga, Mello can hit new demographics and broaden his impact. But this phenomenon isn’t just limited to genre: Mello also has been unique in his ability to capture younger audiences. In the past, EDM has been highly geared towards people over the age of 20 or so, and pop tends to attract the younger crowds. But now with the happy, upbeat melodies Mello uses in his hits, which are more reminiscent of pop iconography, Mello has identified and captivated younger listeners, opening an entirely new market. And he’s an artist that parents can get on board with, as well: positive messages in his songs such as “Happier” and “Alone” make his feel-good music an escape from everyday life. With over 7 billion views on his YouTube channel (and many more streams on music services), it’s clear that Marshmello has cracked the code for success.