Joel Zimmerman - more commonly known as Deadmau5 - has joined forces with Absolut Labs to build a creative new virtual reality gaming app.
Absolut Deadmau5 is the brand's first step in innovating branded content. With Zimmerman's dedicated tech-savvy fanbase, the producer is a perfect fit for a project that tests the boundaries of technology and user experience.
The program will allow fans to follow Deadmau5 from his home, through the streets of Toronto and into the club for a performance previously recorded on special VR cameras.
Absolut Labs has gone to great lengths to ensure the app is fully integrated and Mau5-approved - which, any follower of his will know, is no easy feat. Joel created an exclusive track for the project and has given his final say in its outward facing design. Furthermore, Google has released a special edition Mau5-branded Cardboard viewer to pair with Absolut's newest VR plot.
To top things off, the superstar DJ's beloved pet cat Professor Meowingtons PhD will also make an appearance.
Watch the behind-the-scenes recap on how Absolut and Deadmau5 created their newest project below, featuring the exclusive track 'Saved'.
Sydney is Mixmag's US Digital Content Editor. Follow her on Twitter here