From releasing records to touring internationally, Mitch Oliver has spent the past year building SLAPPED into far more than just a record label. As both an artist and label founder, he shares how authenticity, community, and a genuine passion for discovering new music continue to shape the project’s vision on and off the dancefloor.
Interview with Mitch Oliver:
It seems like a busy period for you and SLAPPED right now. How does everything feel from your side at the moment?
It has been so exciting and rewarding to take SLAPPED on the road and see all the hard work my team and I have put in over the last few months come to fruition. I find we’re a well-run operation when it comes to releasing music, but running shows around the world is a totally different ball game. It has brought its challenges, and I’ve been mainly focused on ensuring these events go well and truly represent us as a brand. The first leg is always the hardest, but also the one we’ll remember the most, and the learning has been incredibly impactful.
When you first started SLAPPED, what was the idea behind it, and how much of that original vision is still there today?
I started SLAPPED because I saw an opportunity to bring a more structured, thoughtful, and artist-focused approach to an industry I’m deeply passionate about. With my background in business, I wanted to build a label that combines creativity with professionalism and creates meaningful opportunities for artists.
As an artist myself, I understand what it feels like to constantly seek opportunities. Creating SLAPPED allowed me to shift into a position where I can help open doors for others and contribute to the growth of our community.
Our vision is simple – we want every artist who releases music with us to feel genuinely supported and confident that we’re doing everything possible to help their music succeed. I bring that same philosophy to our events as well. Whether someone is releasing a track or playing one of our showcases, our goal is to create memorable experiences and build long-term relationships rooted in trust, care, and collaboration.
Letting the music lead has always been our guiding principle, and that hasn’t changed. The music is at the center of everything we do.
Expanding into events was always something I saw as a natural extension of the label, although I didn’t expect us to dive into it so quickly. Looking back, I’m really glad we did. It’s allowed us to bring the SLAPPED vision to life in a more tangible way, create deeper connections within our community, and give artists another platform to share their music and connect with audiences.
At what point did it stop feeling like “just a label” and start feeling like something bigger?
Fairly early on, to be honest. I’ve been lucky to work with a phenomenal art director, Chloé Gastinel, on the brand design, which helped make SLAPPED a brand in its own right.
People quickly connected with the concept of “music that SLAPS” and the vision behind being the “home of music that slaps.”
When we held our first label showcase in Montreal last June, seeing people doing the little hand-slap gesture to the music and realizing they truly understood our vision was the moment I got goosebumps. That’s when I thought, “Oh wow, something is really happening here.”
Has there been a moment where SLAPPED surprised you in a way you didn’t expect?
I bought tiny finger hands as a joke for our first party, and people have been asking for them and dancing with them ever since. When I was on tour in Argentina last year, some people even brought their own to one of my shows, and I was honestly astounded to see how far it had come.
What’s something about running SLAPPED that people probably don’t see from the outside?
Oh boy, so many things haha. First off, it takes a village to make great things happen. I’m fortunate enough to have an amazing label manager who has honestly been a Swiss Army knife for us. We’ve been taking on far more projects than we anticipated, and he’s been running the ship like a champ. Surrounding yourself with people who truly believe in your vision is by far the most important step toward success and peace of mind.
The label has also been moving more into events. How important is it for you to connect the music to real-life spaces and crowds?
It’s mandatory.
I’ve always dreamed of being an A&R since I was a kid, long before I ever thought about a DJ career. I’ve always loved discovering new music and new talent, which is ultimately why DJing and launching a label became a thing.
But all of that truly comes to life and has meaning when you get to share it with people.
Like my song Mambo says: “It’s not just about the music, it’s about the people, the connection…”
At SLAPPED, we often say, “Without you, there is no us.” Without an audience or a crowd, there’s no reason for us to exist—they’re the ones who bring it all together.
Has working on SLAPPED changed the way you hear or judge music yourself?
Absolutely. It’s been very humbling to step into the shoes of an event promoter and label head, not just those of a DJ and producer.
The experience has given me a much deeper appreciation for all the work that goes into releasing and presenting music. I’ve become even more aware of the time, care, and effort that labels invest behind the scenes to help music reach its full potential.
Is there a release on SLAPPED that took on a life of its own once it came out?
“Secret,” my collaboration with Might Delete Later, was one of our first releases, and we recently had it remixed by Dilby and Cameron Jack. It’s amazing to see how many people still connect with this track. It came out in late 2024 and really set the tone for what SLAPPED stands for.
I also think both of FMT!’s releases have been making massive waves. It’s crazy to see that nearly a year after their release, one of the tracks is still charting and receiving support from DJs and listeners around the world.
You’ve been part of so many different scenes and crowds around the world. Has that influenced the direction of the label in any way?
Yes, for sure. I’ve always been a DJ who plays lots of different genres and energies within a set, and I adapt a lot depending on the setting, the sound system, the space I’m in, and where I am in the world.
A party is only as good as its people, and they often influence where I’m going to go musically. SLAPPED is the same. We’ve released music across a wide range of sounds within house music for that exact reason. Every song we release could fit a different moment in one of the sets I’ve played around the world.
What do you think makes a label actually last these days, instead of just following trends?
Authenticity. Strong branding. A story to tell. And consistency.
Releasing music consistently—not too often, just enough—we’re currently at about one release per month, and that rhythm has worked well for us.
Trends come and go. Good music, paired with consistent branding and marketing efforts, goes a long way.
At the end of the day, it’s also about how you treat people and the impression you leave on them. If the artists we work with feel heard, seen, and respected, they’ll want to keep building with us, which brings more great music and helps us stay consistent.
When you look at SLAPPED today, what are you most proud of?
Our catalogue and the people it has allowed me to connect with.
At the end of the day, it’s all about human connection. When artists tell me how professional we’ve been with their releases and how happy they’ve been working with us, nothing makes me happier.
And finally, if we spoke again in a year, what would you hope has changed or moved forward with SLAPPED?
Even though I have an amazing team supporting me, I’m still heavily involved in many aspects of the label’s operations, especially on the events side.
I’m confident that a year from now, our team will have grown to a point where more of the event operations can be delegated. That will allow me to focus more on my own productions and artistry, while also dedicating more time to discovering new talent and finding music we’d love to support. That said, going through the learning process has been necessary and incredibly rewarding.
