The UK’s BBC Radio 1 DJ and tastemaker Annie Mac (pictured) has been appointed to head up a new music industry initiative called the Equalising Music Pledge.
The initiative, launched in partnership with Smirnoff, aims to achieve a greater gender balance in the music industry.
The Equalising Music Pledge is the latest initiative from Smirnoff Equalising Music, a three-year, global, multi-million pound campaign to accelerate gender parity in the music industry.
The campaign is also endorsed by the UK-based PRS Foundation’s Keychange initiative and is supported by Coda Agency.
The Equalising Music campaign was launched by Smirnoff in 2017.
“We are all acutely aware of the enormous contribution women make to this business, and yet there’s still so much work to be done to ensure they’re embraced and championed, both in front of and behind the scenes.”
Annie Mac
Annie Mac said: “I am delighted to be teaming up with Smirnoff Equalising Music and PRS Foundation’s Keychange to head up the Equalising Music campaign. Together we have the tools and the reach to make a real impact here in the UK.
“The music industry is still embarrassingly lopsided when it comes to gender parity.
Added Mac: “We are all acutely aware of the enormous contribution women make to this business, and yet there’s still so much work to be done to ensure they’re embraced and championed, both in front of and behind the scenes.
“Contributing towards trying to change this is something I personally feel passionately about, and I’m genuinely excited to see the future impact women of all ages will have on the unchartered territories of this rapidly changing industry.”
“We all know the statistics so now it’s time for action. Together – and proudly endorsed by PRS Foundation’s Keychange initiative – we’re asking everyone in the industry to step up and do one significant thing for gender equality in 2019.”
Sam Salameh, Smirnoff
Sam Salameh, Head of Smirnoff added: “Smirnoff set up Equalising in Music in 2017 because the music industry had been sidelining female talent for too long.
“So far we’ve raised awareness of unconscious bias towards female artists with Spotify, redressed the gender imbalance at festivals including Wireless, Lost Village and Snowbombing and empowered the next generation of female talent through a series of DJ and mentorship workshops. And we’re continuing to put our money where our mouth is.
Added Salameh: “This year we’re proud to be partnering with Annie Mac, one of the UK’s leading music tastemakers and an artist widely known for championing gender-balance, on the Equalising Music Pledge.
“We all know the statistics so now it’s time for action. Together – and proudly endorsed by PRS Foundation’s Keychange initiative – we’re asking everyone in the industry to step up and do one significant thing for gender equality in 2019.”
“Annie’s new call for action, which encourages anyone working in the music industry to do one tangible thing for gender equality, will get more people in music thinking about the benefits of a more balanced workforce.”
Vanessa Reed, PRS Foundation
Vanessa Reed, CEO of PRS Foundation and Founder of Keychange, said: “We’re excited to see Annie Mac working with Smirnoff to engage even more people from across the music industry in positive actions towards gender equality.
“Keychange has now united over 150 festivals from across the world in a pledge towards gender balance by 2022 and we’re delighted that Annie’s AMP festival is one of our signatories.
Added Reed: “Annie’s new call for action, which encourages anyone working in the music industry to do one tangible thing for gender equality, will get more people in music thinking about the benefits of a more balanced workforce.
“This will help us to achieve the change we all want to see for the next generation of men and women considering a career in an industry that should be open to all.”
Alex Hardee, Special Agent at Coda, commented: “Coda is happy to align with Smirnoff Equalising Music as we feel strongly about working with the best talent (artists and staff) whatever the gender, so when the Equalising Music pledges kick in and we as an industry collective create more opportunity, that will be genuinely exciting.”Music Business Worldwide
