BrokinPaper's Rise: From Gesaffelstein Influence to Gucci DJ Gigs
The New York producer Harrison Lee, known as BrokinPaper, recently performed at two Gucci events, including a Times Square afterparty. His new album, Function Over Form, is out now. He started in a metal band before turning to electronic music, inspired by acts like Skrillex and Gesaffelstein.
Lee's musical journey began with a metal band before he pivoted to electronic production around 2010, inspired by Skrillex's meteoric rise. He experimented with dubstep and house, but his signature style crystallized after hearing Gesaffelstein's remix of "Rocket Number 9," which he praised for its cross-genre appeal that attracted artists like Kanye West.
His 2019 EP *The Maslow* and its track "Sapiosexuality" marked his breakthrough, boosted by strategic Instagram ads that drove organic streaming growth. This momentum continued with *NeoBrute*, eventually landing a placement in a Zara haircare campaign. His recent Gucci performances, including a Berlin afterparty and a Times Square event, solidified his high-fashion crossover.
BrokinPaper's trajectory could signal a shifting landscape for independent electronic artists, where targeted digital marketing and cross-genre appeal may bypass traditional gatekeepers. His bookings by luxury fashion houses like Gucci may inspire more collaborations between high-end brands and underground producers, potentially reshaping how electronic music is commercialized. Additionally, his success might encourage emerging musicians to leverage social media ads for organic growth, altering standard industry pathways.