In early interviews with Whaley, he often talked about the internet being the magic ingredient to MSCHF: “Life is too short and the internet is too big to not make what you want.”

It was while reading a book called Our Band Could Be Your Life by Michael Azerrad, about the history of punk and hardcore—which is a world I’ve also come from—that I started to think about the label format, especially the indie label format, as a really nice analogue. Because there’s this beautiful moment of all these great indie labels where they... See more

More than a decade ago, in 2011, a young artist Ivan Zhao graduated from one of the top Canadian universities: the University of British Columbia. As a self-taught programmer from a young age, Ivan opted not to get a formal education in programming, choosing to study cognitive science (with a minor in photography) instead. But soon after

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