It’s time to put the rumors to rest…at least, according to one of the cuddliest names in the world of EDM, that is. Bear Grillz, everyone’s favorite furry dance floor destroyer, recently announced via social media the plan to reveal his mysterious identity in a true Bear Grillz fashion – on national television. While the details are still limited, what we do know so far is the hardest working bear in the business wants to find his biggest fans to join him as he reveals his true identity to the world. But thankfully, this doesn’t mean the big ol’ bear is hanging up the headphones. It seems more of a step to squash the rumors that he deals with on a daily basis, and we all know how quickly rumors spread in the dance world. Speaking of which, who ran into Justin Bieber at Shambhala last year? Look, everyone loves the mystery behind an anonymous artist, and there’s no arguing that keeping a hidden identity is going to draw crowds. Call it a gimmick, but it sells. And Bear Grillz knows this as well as any other artist in the business who has ever kept their identity a secret, including names UZ and Zhu. Although this won’t be the first time a secret identity will be revealed in the music industry, it will be the only one in recent memory that has warranted its own spot on national television. While taking this to a national stage screams something only the biggest names in the world would even dream of doing, that may not necessarily be the case. EDM is one of the fastest growing markets in the world of music, and that translates into one thing in the eyes of marketers and TV executives: the almighty dollar. For us at DMNW, this just raises a bigger question – do many people in this community even watch TV? Something like this would probably be better suited as a way to pull in some bigger crowds at a major festival this summer. Kind of like how a mystery headliner is able to draw on everyone’s curiosity and somehow convince them to go check it out, knowing full well they could be walking into something they won’t enjoy. Regardless, one of the biggest mysteries in the dance world is about to be revealed, and even though Bear Grillz will still continue to don the suit that helped get him to where he is today, we can’t help but wonder if this will have any adverse reaction on his success. Only time will tell. How do you feel about musicians keeping their identities hidden? Does it add to their appeal or is it merely a gimmick? Share your thoughts below or let us know on Facebook & Twitter! Shawn McNicoll Part man, part buffalo, part maple syrup. Pretty much the Canadian version of Grizzly Adams.