Sound has a problem. Only 2.8% of music is produced by women.
‘Bose - Turn The Dial’, Role: Concept & Creative Strategy
With Bose’s new tagline being ‘SOUND IS POWER’, it was an issue they simply couldn’t afford to be silent on. And so, ‘Turn The Dial’ was born.
A change-seeking initiative designed to close the sound gap for women and non-binary music producers with Artist Producers H.E.R., PinkPantheress, BLOND:ISH and WondaGurl at the helm. Sound will always be invisible. But female and non-binary music producers who make it, shouldn’t be.
Our research & strategy broke down the problem into four themes, which our initiative sought to address ;
1. ACCESS: Powering She Is The Music’s network - a non-profit with the sole mission to increase the number of women working in music, with music production equipment
2. OPPORTUNITY: The formation of a ‘Sound Is Power Impact Board’ run by industry A&R executives to regularly receive and review music submitted by women and non-binary music producers
3. RECOGNITION: The creation of the ‘Producer Of The Year Award’ at the Billboard Women In Music Awards. The inaugural award recognised Global icon Rosalia as a producer for the first time.
4. CONFIDENCE: Driving representation in editorial and owned channels with the release of ‘Call Me A Producer’ piece (below) that debuted at the Billboard Awards - which were watched over 60 million times.
Followed by an extended interview series, focusing on their individual producer stories.