Smirnoff campaigns for gender diversity in musicBy Nicola Carruthers
Smirnoff vodka has unveiled a new global campaign aimed at doubling the number of female headliners in electronic music by 2020, called Equalising Music.
Launched yesterday (8 March) on International Women’s Day, Smirnoff’s campaign joins Vice’s music and culture channel Thump, women’s interest channel Broadly, and Spotify, to generate exposure for women who are “equalising” electronic music.
According to a sample study conducted by Thump, women only made up an average 17% of headliners at music festivals around the world in 2016.
As part of the initiative, Smirnoff will encourage industry leaders to sign a pledge, and will also release a new “inspirational” documentary.
“We believe that our brands should have a purpose greater than just amazing drinks, and Smirnoff brand’s purpose is to move the world to be inclusive,” said Syl Saller, Diageo chief marketing officer.
“We believe we can make a difference by using our presence in electronic music culture to drive diversity within the community.
“By 2020, Smirnoff aims to make a difference by doubling the number of women headliners and this mission requires music fans and industry leaders to work together to achieve this bold goal.”
Key industry leaders who have signed include Spotify, Pitchfork, iHeartRadio, Deltic Group, Mixmag and Insomniac, creative partner of Live Nation.
Working with Thump and Broadly, Smirnoff will release the ‘Top 50 Women Making Noise’ list, a global list of 50 of today’s most influential woman-identified headliners and collaborators.
Spotify has also curated a unique playlist that features music from many women artists on the list.
To celebrate the launch, Smirnoff markets across the world booked DJs featured on the ‘Top 50 Women Making Noise’ list to show support for women in electronic music.
In the US and in the UK, Chicago-based DJ The Black Madonna performed in celebration of the Smirnoff brand’s push, while guests enjoyed Smirnoff No. 21 vodka cocktails. Similar events will also take place in Germany, Thailand and Latin America.
In 2015, Smirnoff vodka teamed up with Mixmag to create The Lab – a platform to promote DJ talent from around the world in an “inclusive and intimate” way.