Those of you that stay up to date with all the current gossip within the EDM scene have certainly heard the phrase, “Have you seen Molly?” or some derivative thereof, over the past few days, and undoubtedly all the drama that has been stirred up in its wake. And admittedly, its all been rather interesting and thought-provoking, Madonna's “molly” incident at Ultra Music Festival instigated some rather insightful commentary from scene-leader Deadmau5, who publicly denounced Madonna's supposed apparent blatant drug reference as irresponsible and uncalled for. But as it turns out, there is surprisingly a semi-logical, if not drawn out, explanation behind this whole fiasco, and it can all be traced back to house artist Cedric Gervais, and more specifically his newest single, “Molly”. Starting to see the connection? As it turns out, Madonna was in no way promoting drug use to hundreds of thousands of impressionable EDM fans, instead she was somewhat innocently promoting Gervais' single. Unbeknownst to those of us that only caught the incident through Ultra's live stream [scroll down to view what happened], or through the onslaught of blog uproar that followed almost immediately, UMF, and truly everywhere affiliated with Miami Music Week was plastered with “Have you seen Molly?” posters as part of a guerilla marketing campaign by Gervais’ camp so the crowd was theoretically in the loop with Madonna's double entendre and misinterpreted social faux pas. In fact, Gervais – who had previously been collaborating with Madonna – had personally asked her to ask the crowd who has seen Molly before she stepped on stage to introduce Avicii, of course presumably unaware of the impending PR disaster and public backlash that was soon to follow.

the Cedric Gervais promotional posters seen around Miami

So as it turns out, the joke is really on us. Sort of. While the delivery could have perhaps been executed a bit more gingerly, there really wasn't anything to get worked up about. This was not intended to be a catalyst for a debate on ethics and social responsibility, it was merely intended to be a plug, in support of the viral campaign used to promote the "Molly" music video, produced by 8112 Studios, featuring production work from HipsterOverkill co-founder and 8112 collaborator, Shawn Lucas. 8112 is based out of Washington DC, and are the same outfit responsible for three other music videos for Gervais, as well as work for the likes of Kaskade and Alina. Now of course, the connotations behind a song called “Molly” are fairly obvious, and the double entendre of Madonna's statement still exists, if only displaced a little. And when an already controversial track is combined with the excellent production value from the guys at 8112 Studios, the video is sure to prove equally as controversial and captivating. There is no denying that such an approach has been working quite well for Gervais already, even if the connection had to be made after the initial dust settled. But I suppose if it ain't broke...

MADONNA'S EDM HISTORY:

(clockwise from left: performing at Paradise Garage (considered one of the birthplaces of House Music) in the early 80s, popularizing the House dance style of Voguing in the 90s, album cover for 2005's Confessions On A Dancefloor produced by Stewart Price, with Avicii at Ultra Music Festival this past weekend just after her "Molly" statement

CEDRIC GERVAIS  "MOLLY" OFFICIAL VIDEO by 8112 Studios

CEDRIC GERVAIS  ft.  MYA  "LOVE IS THE ANSWER" produced by 8112 Studios