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Every producer needs a clever branding strategy. For some that may be Marshmello, others Slushii, and the EDM community even has Whipped Cream - but for this L.A.-based producer, it’s vegetables.

All jokes aside, we’re not too sure why Effin keeps releasing vegetable-related tracks, but if it means more powerhouse bass music then we’re all for it. Fans may recall his first produce-inspred track, "Lettuce," off of his heavy-hitting, five-track Operate EP, back in April. Today, Effin is back again on Never Say Die with another tune titled “Cabbage.”

Known for his groundbreaking sound design skills, Icon Collective alumni Effin is a force to be reckoned with. “Cabbage” takes listeners on a journey from its ambient intro to a refreshing, tension-rising build, and finally a gritty and face-melting drop. After two successful back-to-back remixes - one of NGHTMRE’s and A$AP Ferg’s “Redlight” and another of Chris Lake’s “I Want You” - “Cabbage” is a reminder that Effin has a continuous pipeline of innovative ideas up his sleeve.

Lucky fans even got to experience the sub-wrecking tune live when fellow bass music DJ/Producer Peekaboo brought him onstage at Global Dance Festival in Colorado.

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