Smirnoff has extended its ‘Equalising Music’ global campaign through a new partnership with Spotify that promotes equality for women musicians around the world.
According to music streaming service, none of the top 10 most-streamed tracks were performed by women artists or bands in 2017. To help redress the balance, Smirnoff and Spotify have unveiled the Smirnoff Equaliser.
The Smirnoff Equaliser analyses Spotify users’ listening habits and gives a percentage breakdown of the number of men versus women artists they have listened to in the previous six months. It then offers a bespoke playlist, where artists of both genders are equally represented. The Equaliser further supports women musicians by offering a personalised slider, where the user can increase the number of women artists in their playlists.
“We developed the Smirnoff Equaliser 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,” said Neil Shah, Smirnoff Global Senior Brand Manager. “The Smirnoff Equaliser not only drives awareness, but also allows Spotify users to take direct action by increasing the number of tracks from women artists in their playlists.”
The Smirnoff Equaliser platform will run throughout the summer.
It is the latest initiative from Smirnoff’s ‘Equalising Music’ campaign, which the brand announced in 2017 with the goal of doubling the number of women festival headliners by 2020.