IN CONVERSATION WITH MITCH OLIVER

interview by LEANDRO DA SILVA

For Mitch Oliver, a record label was never meant to simply release music. It was meant to create a space where artists could move beyond expectations, where genres became secondary to ideas, and where the people on the dance floor were just as important as those behind the decks. That philosophy gave birth to SLAPPED, an independent label that has steadily evolved into a global creative community. Guided by the belief that artistic freedom and genuine connection should exist side by side, Oliver has built a platform where collaboration comes before convention and every release is shaped by a simple principle: Without You There Is No Us.

Ahead of SLAPPED's European debut in Amsterdam, Oliver reflects on artistic independence, building a label without creative boundaries, and why the future of electronic music lies not only in the music itself, but in the communities it creates.

all photography ELEALA

SLAPPED was founded on the idea that artists should have more ownership and control over their music. In an industry that's changing so quickly, what does artistic independence mean to you today?

I think it means letting artists express themselves musically without being attached or confined to a specific genre. There was a time when most producers had to "fit into a box," and I firmly believe that's what kills the fire we have inside over the long run.

When you first launched SLAPPED, what gap in the electronic music scene were you hoping to fill?

I wanted to provide artists with a truly professional experience, giving them the resources and professionalism they'd find at an institutional-level label, but with a much more personalised approach. I also wanted to focus simply on "music that SLAPS," meaning music that's remembered, that leaves a mark on the dance floor, but without any stylistic limitations. We've accomplished that so far, and I'm incredibly grateful for the industry's response.

This summer marks your European debut in Amsterdam. What does this milestone represent for you? What do you hope people discover about SLAPPED that they might not expect?

Being able to bring SLAPPED to Amsterdam is definitely a dream come true. I've been coming to ADE for about four years, and having the chance to now showcase our artists, our sound, and our vision in such an iconic city is a real blessing. I hope people discover our approach to partying. We strongly believe that a party is only as good as its people, and we genuinely make our crowd the center of the experience. We even invite people to scan their faces, which then become part of the artwork for our releases. "Without You There Is No Us" is our motto.

When you sign an artist, what are you looking for beyond a great track? Is it personality, vision, storytelling, or something less tangible?

The music will always come first. Beyond that, I look for artists who are committed to the long term—people who consistently put effort into their music, but also into marketing, social media, and their overall professionalism. At the end of the day, we're dealing with human beings, so working with people who are respectful, humble, and collaborative is of the utmost importance.

Your recent releases bring together artists with different musical backgrounds. How do you maintain a clear identity while embracing that diversity?

I've always been a visionary when it comes to crafting sounds and curating music, so I think my identity lies in my taste, my vision, and my ability to bring out the best in the people I work with. I also value having a wide range of productions that showcase all the different energies, moods, and overall vibes I want to communicate through my music. Luckily, whether it's a peak-time house banger or a late-night eye-closer, my music has always been recognizable through the melodies, sound palette, and aesthetic that I naturally gravitate toward.

You've performed in cities with very different electronic music cultures. Has any local scene influenced the way you think about music—or the way you've built this community?

Absolutely, and I think that's one of the greatest gifts touring the world with my music has given me. Every culture I've experienced has influenced me in one way or another. It's also taught me how to build our SLAPPED events and communities differently in each market because every culture has its own particularities, musical tastes, and way of doing business.

As both a producer and a label head, has running a record label changed the way you approach your own music?

Absolutely. It's incredibly satisfying to make music so freely and know that once a record truly clicks, I can release it on my own label without limitations. Running SLAPPED has also opened the door to so many collaborations and relationships that I never would have imagined possible.

As SLAPPED continues to grow internationally, what excites you most about the next chapter, for you as an artist and for the label?

Now that we've gone through this first phase of international shows, I'm excited to build on those foundations, keep growing strong communities in each market, and continue discovering and signing new artists. We've been receiving more and more music from incredibly talented people, and it's exciting to be able to offer them a platform that's well-oiled and genuinely gives them the best chance at a successful release.

Getting into events this year has taken a lot of my time, and I'm grateful I went through every step of becoming an event promoter because I've learned so much. That being said, I'm really excited to get back into the studio and channel all the inspiration from this tour into new music.

There are so many artists I've been wanting to collaborate with, and I can't wait to remix some of our upcoming SLAPPED releases. We're also structuring the team in a way that will allow me to focus more on my own music again. We're already working on our second international tour this fall, which will conclude with our ADE showcase at the Crane. That will be an incredible accomplishment and the perfect way to celebrate our first year on the road.