SMIRNOFF EQUALIZES MUSIC
SMIRNOFF™ LAUNCHES THE “EQUALIZING MUSIC” INITIATIVE
IN AN EFFORT TO DOUBLE THE NUMBER OF WOMEN HEADLINERS BY 2020
SMIRNOFF Brings Music Fans and Industry Leaders Together to Increase Diversity within the Electronic Music Industry
The most inclusive genre of music in the world has a severe gender diversity issue.
According to a sample study conducted by THUMP, women only made up an average 17% of headliners in 2016 at music festivals around the world. This percentage is far from gender parity. Women face challenges because they do not receive the same amount of exposure and access to opportunities as men. This creates biases against their skills.
Today, on International Women’s Day, SMIRNOFF announced a global commitment to create change through its “Equalizing Music” initiative. By bringing music fans and industry leaders together, SMIRNOFF aspires to double the number of woman-identified headliners by 2020.
SMIRNOFF will do this by releasing a new platform together with THUMP, Broadly and Spotify that will generate exposure of women who are equalizing electronic music. SMIRNOFF has also encouraged industry leaders to sign a pledge and will be releasing a new inspirational documentary.
Working with THUMP and Broadly, SMIRNOFF is also releasing the “Top 50 Women Making Noise” list, a global list of 50 of today’s most influential woman-identified headliners and collaborators. Recognized for their credibility in culture and in electronic music, the two publications will help raise awareness of the issues around gender equality.
The “Top 50 Women Making Noise” list includes artists such as Sandunes (India), Honey Dijon (United States) and Anna Lunoe (Australia) who will be featured alongside other talented women on the “Equalizing Music” online platform. Adding to this initiative and working in partnership with SMIRNOFF, Spotify has curated a unique playlist that features music from many women artists on the list. Music fans are encouraged to listen to and share the playlist to as a way to create demand of women artists in electronic music.
Additionally, SMIRNOFF, in partnership with Virtue Worldwide, VICE Media’s in-house creative services agency, has released a new documentary series, titled “SMRINOFF: Equalizing Music.” The new documentary amplifies the voices of women by sharing the stories of two electronic music DJs – The Black Madonna from the United States and DJ Rachael from Uganda. Both have overcome many challenges that women face in the industry and are sharing their stories of success and perseverance.
To celebrate the kick off of these initiatives on International Women’s Day, SMIRNOFF markets across the world have booked DJs featured on the “Top 50 Women Making Noise” list to show support for women in electronic music. In the United States and in the United Kingdom, the Black Madonna performed in celebration of the SMIRNOFF brand’s push for inclusivity, while guests responsibly enjoyed Smirnoff No. 21 vodka cocktails. Similar events like these will also take place in Germany, Thailand and Latin America.
Whether mixing it up behind the bar, behind the DJ booth or at home, SMIRNOFF reminds music fans of all gender identities to pace themselves and drink responsibly. To learn more visit DRINKiQ.com.
To find out more about the events happening around the world, you can visit the SMIRNOFF brand’s Facebook page.
The SMIRNOFF brand that boasts the world’s number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia. As the most awarded vodka brand in the world, SMIRNOFF has always been known for quality and is enjoyed responsibly in 130 countries around the world. For more information, log on to www.smirnoff.com.