Check Out Upside Down’s Story

Today we’d like to introduce you to Upside Down.

Hi Upside, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My journey really started with a genuine love for music and a curiosity about how records were made. I started producing music and DJing at a young age, experimenting, learning everything I could, and slowly figuring out what my own sound and identity were as an artist and producer. Coming from a South Asian background, I was especially drawn to finding ways to bring elements of Indian and Bollywood music into contemporary sounds, while still making records that could connect with a global audience. Over time, those experiments turned into real opportunities – producing and remixing records, working with artists and major music companies, performing as a DJ, and eventually reaching billions of streams across my work. I’m still evolving, still experimenting, and probably still learning just as much as I was when I started. For me, that’s what makes the journey exciting.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Definitely not. I think the outside world tends to see the milestones – the records, the streams, the collaborations, the performances – but not all the years of uncertainty and hard work that happens before those moments. The music industry is super competitive, and there’s no real roadmap. You can pour everything into a track, and it might not do anything, and then something you made in a couple of hours just connects out of nowhere. There’s no formula for success. I’ve also had to change and adapt a lot along the way. The industry moves fast, and what worked even a few years ago no longer applies. I’ve had to learn not just how to make better music, but also how to actually put myself out there, build real relationships, understand the business side, and create my own opportunities instead of just waiting for them. Looking back though, I don’t really see those times as periods of struggle but a learning experience where they kind of forced me to grow, stay consistent, and true to the craft.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m a music producer, DJ, and artist, and a big part of my work has been about creating a bridge between South Asian music and global sounds. I’ve produced and collaborated with various artists from the South Asian diaspora, and I’m always looking for ways to make sounds feel fresh and new.

As a producer, I’m probably best known for taking Indian and South Asian elements – whether that’s a vocal, a melody, or a cultural reference—and placing them in contemporary production that can work just as well in a club or festival as it can in a traditional setting. As a DJ, that same philosophy carries over into my sets. I like creating moments where different cultures and genres come together naturally.

I’m most proud of the fact that my music has reached audiences on a massive scale, with over a billion streams across my work, and that I’ve had the opportunity to work on music for Bollywood movies, independent artists, and some of the biggest music companies in the world. But beyond the numbers, I’m proud that I’ve been able to build a career around my own creative identity.

What has been the most important lesson you’ve learned along your journey?
The biggest lesson I’ve learned is that you have to trust your own timing and stay true to your vision. At the end of the day, I think the goal is to build something that feels authentic to you and enjoy the journey along the way. If you stay patient and consistent with your craft, the right opportunities and people will always find you.

Contact Info:

• Instagram: https://www.instagram.com/djupsidedown/