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G FLIP
@ BWS Coolroom,
Moon Dog World HQ,
Preston, Melbourne,
13th September 2024
(Live Review)

Review by Kimberley Bruce

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G Flip, the dynamic Australian music artist known for their vibrant contributions to the industry, recently took a bold step outside the confines of their established musical career by launching a new beverage brand, aptly named “Box.” This venture signals a significant shift in G Flip’s creative trajectory, as they merge their artistic flair with entrepreneurial ambition. The launch event, held in partnership with BWS, one of Australia’s leading alcohol retailers, showcased G Flip’s unique ability to blend their musical talent with a newfound business acumen, offering a thrilling glimpse into the artist’s expanding creative universe.

The event itself was a memorable spectacle, held inside an inflatable igloo, an unorthodox but fitting venue that mirrored G Flip’s quirky, outside-the-box approach to both their music and branding efforts. The igloo set the stage for an energetic and intimate atmosphere, creating a sense of exclusivity that was matched by the electric anticipation of fans eager to support G Flip’s new venture. As with their music, G Flip brought a sense of vibrancy and originality to the event, ensuring that it stood out from more traditional product launches. The inflatable igloo added an immersive element, creating a pop-up world that was as colorful and dynamic as G Flip themselves.

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The crowd, made up of enthusiastic fans and supporters, gathered not just to sample the new beverage but to experience a launch event that was infused with the same dynamic energy that G Flip brings to their music. Box, the beverage in question, was designed with a unique blend of flavors that reflected G Flip’s eclectic and inclusive approach to creativity. Much like their music, which blends pop, rock, and indie elements with bold, unapologetic lyrics, Box was crafted to appeal to a diverse range of tastes. The beverage is a refreshing alternative that promises to offer both quality and character, appealing to those looking for a drink that, like G Flip’s songs, is both bold and memorable.

At the heart of the event was a special live performance by G Flip, which gave attendees a rare and intimate opportunity to see the artist up close. With a limited number of attendees allowed into the inflatable igloo, the atmosphere was intimate and exclusive, a far cry from the large arenas and festivals where G Flip often performs. This setting allowed fans to connect more personally with the artist and the music, offering a once-in-a-lifetime opportunity to hear G Flip’s hits in such a close-knit environment. Some of the songs featured included crowd favorites like “Gay for Me,” “Lover,” and “The Worst Person Alive,” all of which resonated deeply with the audience, who sang along to every word.

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The limited crowd size was one of the most distinctive elements of the launch, offering those lucky enough to attend a truly unique experience. Unlike the bustling, high-energy environments of large-scale concerts, this event allowed fans to engage with G Flip in a more personal and meaningful way. The artist’s interaction with the crowd between songs made the night feel like more than just a launch—it was a celebration of G Flip’s artistic evolution, with the fans at the center of it all.

Of course, the focus wasn’t solely on the music. Throughout the event, attendees were treated to tastes of Box, the new beverage that embodies G Flip’s vibrant energy. The drink itself has been crafted with care, offering a blend of flavors that reflect the artist’s playful and bold personality. With a taste that is as dynamic as G Flip’s music, Box is designed to appeal to a wide audience, much like the artist’s eclectic sound. Whether fans are drawn to G Flip for their energetic pop anthems, raw indie tracks, or deeply personal lyrics, they’ll likely find something to love in this new beverage, which was created with the same attention to detail and sense of fun.

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Photo – Jack Alexander

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In many ways, the launch of Box is an extension of G Flip’s artistic ethos. Much like their music career, which has been characterized by a fearless willingness to take risks and push boundaries, this venture into the beverage industry reflects G Flip’s innovative approach to creativity. While many artists focus solely on their music, G Flip’s move into branding and product development shows their desire to build something lasting and impactful beyond the stage. This willingness to step into new territories is what sets G Flip apart, making them a true visionary in both the music and business worlds.

The event’s overall success underscored G Flip’s ability to engage their audience across multiple platforms, be it through music or through this new venture into the world of beverages. The blending of music and product launch, complete with a live performance, gave attendees a full sensory experience that was as memorable as it was enjoyable. Each sip of Box was paired with the sounds of G Flip’s distinct voice, creating a fusion of taste and sound that perfectly encapsulated the artist’s creative identity.

Looking forward, the launch of Box represents a significant milestone in G Flip’s career, one that showcases their versatility and forward-thinking approach. As an artist who has always been unafraid to defy expectations, this latest venture proves that G Flip is not content to remain within the traditional confines of the music industry. Instead, they are expanding their influence, blending their artistic vision with entrepreneurial ambitions to create something entirely new. Box is more than just a drink—it’s a statement of G Flip’s growing creative empire, one that will undoubtedly continue to evolve and expand in exciting new ways. The success of the launch event stands as a testament to G Flip’s boundless potential and their commitment to continually pushing the boundaries of what it means to be an artist today.

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Follow G FLIP
Website – Facebook – TikTok – Instagram

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Press Release 11th May 2024 (below) HERE

G FLIP
shares reimagined tracks
on new EP

‘drumless’
is out now via
Future Classic

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AMNPLIFY – DB