Smirnoff and Spotify promote women musicians

Diageo-owned Smirnoff has extended its Equalizing Music campaign by partnering with Spotify to promote equality for women musicians as International Women’s Day approaches.

Smirnoff Equalizer aims to promote more women musicians

The partnership between the vodka brand and music-streaming platform allows users to get a deeper understanding of their listening habits.

It comes after data released by Spotify showed that none of the top 10 most-streamed tracks of 2017 were performed by women artists or bands.

Now, Smirnoff and Spotify have developed an application programming interface (API), called the Smirnoff Equalizer, to give listeners a percentage breakdown of the number of men artists they have listened to in the last six months compared to the number of women artists.

Neil Shah, global senior brand manager, said: “We developed the Smirnoff Equalizer in partnership with Spotify because we believe that when we get to discover talented women artists and their phenomenal music, we’ll all have a better listening experience.

“The Smirnoff Equalizer not only drives awareness, but also allows Spotify user to take direct action by increasing the number of tracks from women artists in their playlists.”

The Smirnoff Equalizer platform will be available throughout the summer and can be accessed by Spotify users of a legal drinking age in the US, Great Britain, Ireland, Australia, Mexico and Argentina.

Furthermore, Smirnoff gifted 100 limited-edition ‘Phenomenal You’ Smirnoff No. 21 vodka bottles to women around the world. The brand also made a donation in each women’s name to non-profit organisation ‘She Runs It’, which works to promote more women leaders in the workplace.