Smirnoff announce three year, multi-million pound ‘equalising music’ campaign

Smirnoff enlist partners across the industry to promote gender equality on International Women's Day

9 months agoText by


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It’s International Women’s Day, and to mark the occasion vodka brand, Smirnoff has announced a three-year, multi-million-pound campaign to promote equality in the music industry. Enlisting the help of Spotify, Live Nation, NTS Radio, Fabric and many more, Smirnoff aims to highlight and rectify the under-representation of women in the music industry. Focusing on electronic music, in particular, the campaign has also enlisted the help of iconic producer and DJ The Black Madonna alongside dance music publications such as Mixmag and Thump.

The campaign involves several different approaches involving Smirnoff and its partners. Fabric and Point Blank Music School will host a series of workshops in April focusing on production and teaching women how to navigate the management and booking side of the music industry and Live Nation, and other partners will host a panel discussing how best to increase female representation in music. Smirnoff today also released a new documentary focusing on female DJs and their success across the world and released the ‘Smirnoff Top 50 Women Making Noise’ list with Thump and Broadly, championing women in the industry. NTS Radio will also broadcast an entire day of programmes dedicated to women in music with contributions from The Black Madonna, Moxie, Eclair Fifi and more throughout the day.

In a statement to the press Leila Fatarr, Head of Culture & Entertainment at Diageo, Smirnoff’s parent company, said: “The electronic music industry has been side-lining female talent for far too long. Something needs to be done. With a three-year, multi-million-pound plan in place, we are putting our money where our mouth is. We want to ensure the best talent are headlining, regardless of gender and not influenced by tokenism. We, through the Smirnoff Sound Collective platform, are working with the most forward-thinking people in the industry to figure out the best way forward to enable genuine, long-lasting change.”

Leila Fatarr

According to figures released by Smirnoff, only 17% of headliners at electronic music festivals last year, less than 5% of recognised producers and only 14% of the Performing Rights Society members are women. Only three solo women have ever won the Mercury Prize in its 22-year history. The theme of this year’s International Women’s Day is #BeBoldForChange.

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Featured image: Jake Davis
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