The world leader vodka brand Smirnoff, has teamed up with the music streaming platform Spotify to promote equality for women artists for this year’s International Women’s Day.
In 2017, 100% of the top streamed tracks were performed by men artists. Smirnoff and Spotify didn’t want to miss out all the good tunes by women, so they came out with the Equalizer.
The “equalizing music” tool is meant to balance this unequal statistic. It analyzes Spotify users’ habits and provides a breakdown of the number of men vs. women artists they have listened to in the past six months. Then, the Equalizer will give a tailored gender-balanced list of tracks and it also enables the customers to increase the amount of women included on their playlist.
The artist chosen to promote the campaign is Chicago DJ and producer Honey Dijon, who will appear in the platform to share her experiences facing gender bias in the music industry.
Smirnoff’s global senior brand manager Neil Shah declared: “This is really about empowering people to actually understand how their behaviors are subject to gender biases, and allows them to address those behaviors in a way that is natural to them”.
