Welcome to SERIF
At SERIF, we are dedicated to brand storytelling and bringing the rich narratives of your musical journey to life. Our mission is to voice the beat of the Asian diaspora, we write stories that sell.
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Voicing the Beat of the Asian Diaspora
Amplifying Creative Expressions
We are passionate about community building and highlighting the creative expressions of the Asian musical diaspora. We aim to craft narratives that celebrate the diversity, resilience and creativity of the Asian musical communities worldwide.
Our Focus
Building Community
Community is at the heart of what we do. At our core, we celebrate the artistry of music creators. Every rhythm and melody holds a story waiting to be told. We want to be your partner in bringing these stories to live, connect with individuals, communities and cultures across borders.
Why Choose SERIF?
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Precision and Creativity
We combine the elegance of traditional art of storytelling with an innovate edge in modern branding. Our expertise in both the art and psychology of narrative ensures that your artistic brand stories will stand out with precision and creativity
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Expertise
Our team of passionate experts in the music industry and understanding the Asian cultural heritage means that a collaborative approach will see your vision brought to life in a way that is authentic and compelling.
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Community Advocate
For a more inclusive world. We understand the cultural nuances and rich heritage of the Asian diaspora. We want to tell your stories to resonate and celebrate your heritage while embracing contemporary creativity.
SERIF by Sheila
Growing up in Singapore and now based in New York, Sheila Lim is a dedicated writer and wordsmith with a passion for storytelling and a comprehensive background in the music industry. She has contributed to numerous publications, leveraging her expertise in storytelling and brand strategy. Sheila's journey began in Singapore, where she made significant strides with MTV Asia’s Talent & Music team before joining Universal Music Group, where she spearheaded the digital commercial strategy for Ingrooves Music Group in Southeast Asia.
Music has profoundly influenced her life, marking important moments, nostalgic memories, and unforgettable times. Her experience with leading global organizations has equipped her with a deep understanding of the nuances within the Asian music market, fueling her passion to launch SERIF Collective, where she continues to champion the creative craft of the Asian diaspora on a global stage.
ser·if: : any of the short lines crossing the upper and lower ends of the strokes of a printed letter. A symbolic representation of connection, continuity, and attention to detail — qualities that mirror the values of inclusivity and creativity within the diaspora community.
"SERIF was founded with a passionate commitment to amplify the creative voices within the Asian diaspora. Our mission is to voice the beat of the Asian diaspora, celebrating their artistic craft on a global stage."
- Sheila Lim, Founder & Lead Strategist of SERIF