Malik’s latest venture is an interactive hologram app called Jadu, a marriage of music and technology that allows fans to interact with their favorite artists to make clips that can be shared on short-form video apps like TikTok. Malik’s company has made dancing holograms for Pussy Riot, Vic Mensa, and TikToker Josh Richards; most notably, he recently created a nonchalantly speaking, bright red, satanic-themed Lil Nas X in a viral teaser for the rapper’s hit “Montero (Call Me By Your Name)” and its much-discussed music video.