“Collaborations Between Music And Brands Like Smirnoff Spark Creativity And Innovation”-8-Bit Culprit

We’re excited to bring you a groundbreaking collaboration as Smirnoff Lemon Pop partners with The Lab for Season 2, setting the stage for an electrifying series of global DJ streaming sessions and immersive events across Mumbai, Bangalore, Gurgaon, Goa, Hyderabad, Kolkata, and Indore.

This season, we’re amplifying the spirit of unity and inclusivity through the "We Do We" campaign, which celebrates diversity and advocates for a world where our differences bring us together rather than set us apart.

Leading this experience is 8-Bit Culprit, the innovative House/Techno persona of Faraz Ehsan, celebrated for his avant-garde soundscapes and electrifying performances.

In an exclusive interview with Loudest.in, 8-Bit Culprit shares insights on the new collaboration and discusses the landscape of music marketing on a global scale.

Here are edited excerpts:

Q1. Your music has always pushed the boundaries of sound. How do you feel your collaboration with Smirnoff and MixMag India contributes to building a global community through music?

My collaboration with Smirnoff and MixMag India enables me to transcend borders and connect with a global audience, encouraging a sense of community and shared experience through music. Coming from a background with diverse musical influences, I aim to share original music from these shores taking this little part of India to the world.

Q2. With MixMag India’s influential reach, how do you see this platform as an opportunity to connect with both Indian and global audiences through your performances?

I feel grateful to have an audience to share my new music with, and it was exhilarating to debut some upcoming, unreleased tracks in my MixMag Lab set, allowing me to connect with fans worldwide and showcase my artistic evolution through MixMag's global platform.

Q3.The Smirnoff Lemon Pop campaign champions inclusivity and diversity. How do these values resonate with your music, and how do you incorporate these themes into your live sets?

I believe that inclusivity and diversity are essential values that resonate deeply with my music. My live sets aim to create a sense of community and belonging, where people from all walks of life can come together and celebrate their individuality. I incorporate these themes into my performances by curating a diverse range of tracks that cater to different tastes and preferences, ensuring that everyone in the audience feels included and represented.

Q4. As artists at the forefront of electronic music in India, how do you view the collaboration between music and brands like Smirnoff? In what ways do you think this partnership will spark creativity and innovation in the music scene?

I view the collaboration between music and brands like Smirnoff as a catalyst for creativity and innovation. By partnering with artists, Smirnoff can provide resources and platforms to showcase new talent, pushing the boundaries of electronic music in India and fostering a vibrant cultural landscape.

Q5. What can fans expect from your upcoming performances at the Smirnoff events? How will you tailor your sets to reflect the energy and spirit of the “We Do We” campaign?

Just expect a lot of fun, new music and useless banter behind the decks. Remember, it’s all about having a good time! At the end of the day, we’re just a big, happy dance mob.