Problem

It is widely known and acknowledged by various industry research including Spotify commissioned research (Annenberg) that there is a significant lack of representation for women in music. Women historically have not received the recognition they deserve, their voices not heard, and diverse representation ignored. This was a significant issue that needed to be addressed.

We knew that we had to develop a solution that would help us amplify women across all genres of music and give them the platform they deserved. We needed to create something that would showcase their talents and provide them with opportunities and resources to succeed.

Solution

Our team came up with the idea of creating a program called EQUAL. A global initiative aiming to amplify the work of women artists worldwide. The EQUAL Hub on platform features playlists celebrating women songwriters and producers. Uplifting women in all facets of the music industry is crucial to advancing gender equity because representation becomes the inspiration for the next wave of women in music. The program aimed to foster equity for women in music by featuring a set of EQUAL playlists and sister programs live in 35 markets, including Canada.

In Canada, we focused on creating an EQUAL playlist that encompassed artists from all walks of life - the ultimate experience for fans to enjoy the voices of the Canadian women making waves around the world. We launched substantial marketing campaigns that gave women more space on and off-platform and provided fans with the opportunity to be reminded that with their listening, they could also take action.

The Canadian campaign had a unique approach; focus and amplify. Celebrate the artist but use their audience to further amplify fellow creators within the playlist; as an ambassador they share recieve support in return for access to their audience to further amplify women creators - not only with the goal of increasing brand awareness for EQUAL, but to reach new audiences for all women within the playlist; a grassroots and organic strategy that cost no money and arguably has the largest impact

Utilizing Internal Marketing tools and Inventory for On Platform Tools [Mobile Home Banner, Premium Homepage Takeover]
Out Of Home Billboards; Toronto and NYC
Social (Paid + Organic)
PR [Local + International]

Impact

Featured over 500+ Canadian female artists on a global level - not only showcasing their music in the Canadian ecosystem but also on a global level as our commitment to increase consumption and representation of female artists on the platform
Increased Female representation in Canada on Spotify +6% above the global average
Incredible industry sentiment among artists, fans and industry professionals.
National PR coverage highlighting the contributions of female creators across Canada and abroad

Press

Lu Kala - March 2023
Shania Twain - September 2022
Avril Lavigne - March 2022
Katherine Li -May 2022

"Quote of how incredible of an impact this had."

Team

Anne Stirk - Artist & Label Partnerships
- Developed and executed marketing campaigns
- Managed social media presence
Spotify Editorial Team - Music Curator
- Curated playlists featuring female artists

EQUAL Canada Boosts Female Artists Globally