"Brands Are Finally Seeing The Merit In India's Electronic Music Scene"-SickFlip

SickFlip – the electrifying solo project by Sarvesh Shrivastava, a Mumbai-based music composer, producer, and performer.In just a few years, SickFlip has taken the global stage with releases on renowned labels like High Chai Records (US), Rub A Duck Recordings (Netherlands), Plain Dope Records (UK), and Sony Music (India), showcasing a unique blend of styles that resonate across the world.

Your music consistently challenges and expands the boundaries of sound, embracing themes of inclusivity, self-expression, and the power of community. This interview explores recent collaboration with Smirnoff and MixMag India, where these values converge in a unique musical experience.

From the evolution of Mixmag's platform in India to the “We Do We” campaign’s celebration of authenticity, we’re excited to hear his insights on how these collaborations are shaping the electronic music scene and connecting audiences worldwide.

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?

This was probably my 4th time playing for Mixmag and the energy at these events has always been unmatched. It’s great to see an international property like Mixmag LAB growing by the year in India and giving a platform to local talent through these shows. Smirnoff’s collaboration with this property this season is a testament to the importance of these events to push cultural boundaries through music.

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?

Mixmag has been instrumental in giving a global platform to local artists and gives a great opportunity to us to connect with the right audience globally. The response to my streamed set back in 2022 was quite tangible, from my favorite artists recognising my music to growing a new fanbase with the community of listeners Mixmag has cultivated over the years.

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?

The music I love to create and play out at my shows celebrate self expression, freedom, inclusivity and diversity. The most primal need for us humans when we listen to music is to express ourselves, dance, belong and feel connected to one another. It's my responsibility to amplify these values through the vessel of music and movement. The dance floor being the one unifying place everyone can belong, beyond the ways society keeps us apart.

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?

It’s encouraging to see that brands are seeing merit in the electronic music scene of our country and as a result want to associate with credible properties like Mixmag, it’s a sign that we are not just an ‘underground’ movement anymore and can easily be considered as an industry that can thrive with such collaborations.

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?

As the campaign suggests, “We do we” spells being unapologetically authentic to me. As every time I show up to play, my effort has always remained towards presenting a sound / experience that I would love to see in the world with an authentic form of expression.