It's difficult to deny that Marshmello, although he's literally a manufactured product, the result of a comittee meeting and a carefully planned out strategy, is good at what he does. His image was designed purely to make him stand out from the other billion DJs in the world, and having already begun a fairly successful career without his helmet on
, it was a recipe for success.
Whether you like his sets or not is irrelevant — as a DJ or producer you can't help but look at the Marshmello product and slow clap. He's become the guy every club wants, not necessarily because he drops the best tracks, but because he's such a visual celebrity that he will draw the crowds just from wearing his helmet.
If we look at the other DJs on the nominee list — The Chainsmokers, Calvin Harris, Kygo and ODESZA — you could argue that they, or at least the first two, could draw the crowds too. The Chainsmokers, love them or hate them, have had some majorly successful tracks, as has Calvin Harris, but this is the thing:- You put a photo of them with no name on the billboard for your club and 90% of party-goers won't even know who they are. Put a photo of Marshmello on your poster and kids will be throwing money at you.