Q.As a multifaceted creator-entrepreneur, tell us about your creative initiative “The Circuit” and the inspiration behind it. Why did the thought occur to you?
Sherrin: The Circuit started as a home-studio podcast six years ago, featuring live performances by industry peers. What began as a passion project quickly grew, with the solid backing of Harman Professional Solutions to the series. As demand for high-quality livestreams surged during the pandemic, The Circuit evolved into a full-fledged production studio in Andheri West, pioneering innovative, cost-effective, and sustainable content creation.
What started with simple multi-cam shoots soon embraced Virtual Production (VP)—blending traditional and modern storytelling. As a musician, actor, and filmmaker, my goal has always been to push creative boundaries, making high-quality audio-video production accessible, efficient, and future-ready.
- What are your offerings at The Circuit? We know there is an array of activities. Please take us through them?
Sherrin: At “The Circuit”, we offer a diverse range of creative services suiting the contemporary requirements of audio and video production. These include:
Virtual Production (VP): Efficient, high-quality production for music videos, ad films, and branded content using digital environments instead of costly locations.
Livestreaming & Digital Concerts: Professional, engaging live performances for artists, brands, and conferences.
Music & Audio Production: Comprehensive services including recording, mixing, mastering, and sound design.
Podcast & Talk Show Production: A dedicated space for creators, experts, and brands to produce impactful digital content.
Ad Films & Branded Shoots: Cost-effective and visually compelling content for brands and agencies.
Theatre & Performance Arts: A 50-seater air-conditioned theatre for productions, live plays, comedy and performances.
Chroma Shoot Floors & Rental Spaces: Available for auditions, look tests, rehearsals, workshops, screenings, festivals, photo shoots, open mics, press meets, and more.
- How are your solutions different from those available in the market?
Sherrin: We break away from traditional production limitations by integrating Virtual Production (VP), Livestreaming, and AI-driven solutions, making high-quality content creation more cost-effective, efficient, and sustainable.
Here’s how we stand apart:
Cost-Effective: Say goodbye to expensive location shoots and massive set builds—digital environments replace traditional setups, cutting production costs significantly.
Time-Saving: Real-time virtual sets enable faster shoots with instant composited outputs, allowing decision-makers to see the final pixel on the monitor—eliminating ambiguity and reducing post-production delays.
Limitless Creativity: Customize any setting, shoot any time of the day or night for however long with controlled lighting for outdoor as well as indoor shots and bring the impossible to life—whether it’s physics-defying action sequences or genre-bending narratives.
Sustainable & Scalable: Reduce travel, cut down resource waste, and lower carbon footprints—all while maintaining the highest creative standards.
Unlike traditional studios that come with rigid structures, high crew costs, and logistical challenges, The Circuit provides flexible, scalable, and innovative solutions that rival big-budget productions, making high-quality filmmaking accessible to both indie creators and brands.
- How do you choose the talent you work with at The Circuit? Can you tell us about an artist you scouted and promoted in your unique manner?
Sherrin: We have been blessed to provide production facilities to artists of all kinds, without bias toward genre or repertoire. However, when it comes to nurturing and promoting talent, we focus on originality, passion, and a forward-thinking approach—artists who are willing to experiment, push boundaries, and embrace new-age storytelling.
One such collaboration was “Voice & Trumpet”, a unique musical act featuring Kishor Sodha & Raj Sodha —the original trumpeter and saxophonist for the legendary R.D. Burman, fronted by the powerhouse vocalist Ujjayinee Roy. This project blended classic Bollywood instrumentation with modern arrangements, creating a fusion that felt both nostalgic and fresh.
Leveraging Virtual Production, we brought their vision to life with a visually stunning, immersive, and cost-effective music video—enhancing the sonic experience through cinematic storytelling.
Watch it here: https://youtu.be/vpLuye02PNY
- Can streaming concerts be the substitute for in-person music?
Sherrin: Not a substitute, but an expansion. Livestreaming has become a powerful tool for artists to reach global audiences without physical limitations. While nothing replaces the energy of live gigs, hybrid models (like virtual concerts + live elements) enhance audience engagement, open up monetization opportunities, and create new experiences that traditional concerts can’t offer.
Artists can now perform for fans worldwide, increase accessibility, and generate revenue through ticketed digital concerts, brand partnerships, and interactive experiences. This is a game-changer for independent musicians.
- Revolutionizing music production and video production is a big ask. How are you at “The Circuit” disrupting the market?
Sherrin: Our ways in carving a mutually beneficial system of working are well thought out. They are practical, economical with great quality output. Our style ensures that a client/artist could:
- Shoot anywhere, anytime without physical locations.
- Drastically reduce production time with real-time rendering.
- Create visually stunning content on a budget.
- Prioritize sustainability by reducing travel and set construction waste.
Q.AI today is playing a pivotal role in almost every aspect of the entertainment industry. What is your take on the overwhelming presence of AI?
Sherrin: AI is a tool, not a replacement. It enhances creativity—whether in music production, video editing, or storytelling—but it still requires human intuition, emotion, and originality. At “The Circuit”, we embrace AI for workflow automation, real-time enhancements, and content optimization, while keeping the creative core human-driven.
- Will AI based creativity prove to be the differentiator for the coming generations. What according to you then is the way ahead for traditional creators?
Sherrin: AI will reshape the industry, but originality, storytelling, and human experience will always be irreplaceable. The key for traditional creators is to adapt and integrate AI as a co-creator & a co-pilot leveraging it to enhance speed, efficiency, and creative output rather than seeing it as a threat.
- How do you think can a creator’s rights be protected in this scenario and what is the way to fuel creativity given the overwhelming presence of AI?
Sherrin: There are some immediate issues that need to be looked at in this rapidly evolving scenario. IP protection and blockchain-backed ownership will be crucial. Ensuring fair licensing models for AI-generated work also needs priority handling. I’d also advocate for artist-first policies in AI-generated content distribution. Creators need legally protected rights to their original work while AI remains a tool rather than the owner of creative outputs.
- What are the typical tools and methods you use at The Circuit for your video and audio production?
Sherrin: The methods are many and are usually a combination and a pipeline depending on the format & quality needed while some of the tools are as below:
Virtual Production – (Blender, 3Ds Max, Maya, Unreal Engine, Aximmetry, Reallusion,
Anti-Latency, LED Walls, Chroma Key, Blackmagic Design, Lumix, Panasonic BGH1,
Atomos, X-Sens, Metahumans, Character Creator).
Music & amp; Audio (Logic Pro, Ableton Live, Pro Tools, JBL, Soundcraft, AKG, Orange
amplification, DDrums, Guild).
Livestreaming & XR (Hardware & software encoding, LiveUSolo, OBS, vMix, AR
integration).
AI-enhanced creation & editing (Suno, Udio, Topaz, Runway, Mid-Journey, Hugging Face,
Sora, Canva, Heygen, Adobe Creative cloud, DaVinci Resolve, Nuke and many more AI-
driven post-production).
This mix of traditional & cutting-edge tech enables us to deliver cinematic results at a fraction of
the cost.
- Do you also see yourself as an alternative platform for creators who perhaps lack the financial muscle to promote their work?
Sherrin:Absolutely! The Circuit is designed to empower independent artists and brands who want high-quality production on a budget. By leveraging VP, AI, and livestreaming directly to OTT if need be, we provide cost-effective solutions for music videos, concerts, branded content, and ad films.
- With a different business model like yours, what are the challenges you confront in the everyday scheme of things?
Sherrin: Like all business models there are vexing issues we need to wrestle with on an ongoing basis. Many clients need to be educated about the power of VP. Given the budget constraints it is a race to strike the optimum balance between innovation and the constraints. Tech space travels fast and staying a step ahead is prudent and takes deft measures. Despite these challenges, The Circuit thrives because we innovate, adapt, and consistently deliver high-quality content.
- How do you at The Circuit maintain the equilibrium between your creative and business interests?
Sherrin:The key is strategy and sustainability. Every project is crafted with creative intent, but also with a clear business approach—ensuring quality, efficiency, and ROI.
Q.What are your expansion plans for The Circuit through fresh talent acquisition and collaborations?
Sherrin: We are actively expanding collaborations with indie artists, brands, and digital platforms, integrating AI-driven workflows and immersive technologies to scale content creation and global distribution.
Additionally, we are partnering with other production floors for larger-scale projects and bigger studios for advanced environment creation, allowing us to take on high-end Television (HETV) productions while maintaining creative control, seamless shoot deliveries, and our distinct storytelling vision.
We are also exploring funding opportunities to expand our infrastructure, invest in next-gen production technologies, and make The Circuit a fully-equipped hub for premium content creation.
This quarter, we are pushing boundaries with 4 cutting-edge video projects that showcase the power of Virtual Production, AI-driven workflows, and immersive storytelling. These projects will set new benchmarks for cost-effective, high-quality content creation, reinforcing The Circuit’s position as an innovator in the industry.