Sippinpurpp, the Mumbai-based music collective, has launched a public campaign demanding the revival of Think Music, a once-dominant label that shaped the city's underground hip-hop scene. The group, known for its fusion of trap and regional sounds, has gained traction with a social media movement that has seen over 200,000 signatures on a petition addressed to the label's founder, Maia Ferreira. The call comes as Mixtakes, a rival label, expands its presence in the region, raising concerns about the future of independent music production in Mumbai.
The Rise and Fall of Think Music
Think Music, founded in 2008 by Maia Ferreira, was instrumental in launching the careers of several local artists, including Oseias, who later became a household name in the Indian rap scene. The label’s early success was driven by its focus on authentic, locally inspired music, which resonated with a generation of young artists in Mumbai. However, by 2016, the label had gone quiet, with Ferreira citing financial and logistical challenges as the main reasons for its decline.
“Think Music was more than a label; it was a community,” said Oseias, who recently spoke to local media about the label’s influence. “It gave us a platform to experiment, to grow, and to be heard. Without it, the scene feels less connected.” The label’s absence has left a gap that rival labels like Mixtakes have begun to fill, but many artists feel the unique identity of Think Music is irreplaceable.
Impact on Local Music Communities
The resurgence of interest in Think Music has sparked a broader conversation about the state of independent music in Mumbai. With over 300 music production studios operating in the city, the competition is fierce. However, many artists argue that the current landscape lacks the creative freedom and support that Think Music once provided. “We need more spaces where artists can be themselves, not just follow trends,” said Ravi Sharma, a local producer who worked with Think Music in its early days.
The revival movement has also drawn attention from local cultural institutions. The Mumbai Cultural Board, a government-backed organisation, has expressed interest in supporting independent music initiatives. “We see the potential for Think Music to become a catalyst for cultural growth,” said Anjali Mehta, a board member. “But it needs to be more than nostalgia—it needs to be relevant to today’s artists.”
Community Response and Next Steps
Local music festivals and community hubs have also responded to the growing demand for Think Music’s return. The Bandra Music Festival, one of the city’s most popular events, has announced plans to feature a special segment on the label’s legacy. “It’s a way to celebrate the past while inspiring the future,” said festival organiser Priya Kapoor. The event, set to take place in October, will include a panel discussion with former Think Music artists and producers.
Meanwhile, Sippinpurpp has continued to push for direct engagement with Maia Ferreira. The group recently held a live-streamed event in Mumbai where fans shared their stories of how Think Music impacted their lives. “We’re not just asking for a label—we’re asking for a movement,” said Sippinpurpp member Arjun Deshmukh. “This is about reclaiming our culture.”
Challenges and Opportunities
The path to Think Music’s revival is not without obstacles. Ferreira has not publicly responded to the campaign, and some industry insiders believe the label may not be viable in its original form. “The music industry has changed a lot since 2016,” said Aarav Mehta, a music industry analyst. “Think Music would need to adapt to new platforms and audience expectations.”
Despite this, many artists remain optimistic. The demand for authentic, locally driven music is stronger than ever, and Sippinpurpp’s campaign has shown that there is a community ready to support it. As the movement gains momentum, the next few months will be critical in determining whether Think Music can reclaim its place in Mumbai’s cultural landscape.
With the Bandra Music Festival just weeks away, the pressure on Maia Ferreira to respond is mounting. Whether Think Music makes a comeback or not, the conversation it has sparked is already reshaping the future of independent music in Mumbai. For now, the city’s artists and fans remain hopeful that the label’s legacy will live on in new and unexpected ways.
