Sippinpurpp, the rising Indian music collective, has launched a social media campaign demanding that Think Music, one of the country's most influential record labels, re-enter the Indian music market. The call comes after the label, known for its work with artists like Maia Ferreira and Oseias, withdrew from the region in 2023, citing financial challenges. The move has left a void in the local music industry, particularly in Mumbai, where independent artists and producers are now struggling to secure distribution and promotion.
Sippinpurpp's Call to Action
The group, based in Mumbai, has gained a following for its fusion of hip-hop and regional Indian sounds. In a recent post on Instagram, Sippinpurpp called out Think Music, stating, “We need a platform that understands our culture and supports local talent.” The post has since gone viral, accumulating over 200,000 engagements in just a week. The group argues that Think Music’s absence has stifled creativity and limited opportunities for emerging artists in the city.
“Without labels like Think Music, we’re stuck fighting for visibility,” said Sippinpurpp member Oseias. “It’s not just about money—it’s about respect for the art we create.” The group has also partnered with local music producers in Mumbai to create a grassroots initiative, aiming to fill the gap left by the label’s exit.
Impact on Local Music Producers
Think Music’s decision to pull out of India in 2023 disrupted the local music ecosystem. The label had been a key player in promoting independent artists, particularly in the South and West of the country. With its departure, many producers and artists have had to turn to international platforms or smaller, regional labels to distribute their work. This has led to a fragmented market, where access to global audiences is limited.
“It’s hard to compete without a strong label behind you,” said Maia Ferreira, a singer who once worked with Think Music. “They had the resources and the connections that made a real difference.” Ferreira, now based in Bengaluru, has seen a drop in her streaming numbers since the label’s exit. “I’m trying to build my own brand, but it’s not the same,” she added.
Community Response and Grassroots Efforts
Local music communities in Mumbai and Bengaluru have rallied behind Sippinpurpp’s campaign. Independent music festivals, which once relied on Think Music’s support, have seen a decline in funding and visibility. In response, several artists have launched crowdfunding initiatives to support new projects and promote local talent. These efforts have gained traction, with over 50 independent artists joining the movement in the past month.
“We’re not just fighting for a label—we’re fighting for the future of Indian music,” said Sippinpurpp member Mixtakes. The group has also started a petition, calling on Think Music to reconsider its decision. The petition has already gathered over 10,000 signatures, with many users expressing hope that the label will return to the region.
Challenges and Opportunities
Despite the growing support, the road to re-entry for Think Music is not without challenges. The label’s previous exit was linked to regulatory issues and financial losses, which could deter a quick return. Additionally, the rise of digital platforms has changed the way music is consumed, making it harder for traditional labels to regain their former influence.
However, the movement has also highlighted new opportunities. Independent artists are now exploring direct-to-fan models, using platforms like Bandcamp and SoundCloud to reach audiences. This shift has sparked a new wave of creativity, with many artists experimenting with hybrid genres and regional sounds.
What Comes Next?
As Sippinpurpp continues its campaign, the pressure on Think Music to return to India is mounting. The label has not yet responded to the calls, but industry insiders suggest that a decision could come within the next six months. In the meantime, local artists and producers are pushing forward, determined to shape the future of Indian music without major labels.
For now, the focus remains on the next big music festival in Mumbai, scheduled for December 2024. Whether Think Music will return in time to support it remains to be seen, but one thing is clear: the demand for a strong local music industry is stronger than ever.
