Sound will always be invisible. female and non-binary music producers who make it, shouldn’t.

Sometimes the problem is not seeing the problem.

So when we discovered only 2.8% of popular music is produced by women, it become clear that ‘sound’ had a problem. And with Bose’s platform being ‘SOUND IS POWER’, it was an issue they simply couldn’t afford to be silent on.

Our research & strategy broke down the problem into four themes: Access, Opportunity, Recognition and Confidence

And so, ‘Turn The Dial’ was born:

A change-seeking initiative designed to close the sound gap for women and non-binary music producers by tackling these four themes head-on with Artist Producers H.E.R., PinkPantheress, BLOND:ISH and WondaGurl at the helm. 

ACCESS: Powering the 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

OPPORTUNITY: The formation of a ‘Sound Is Power Impact Board’ run by industry A&R executives and producers to regularly receive and review and push music submitted by women and non-binary music producers

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. 

CONFIDENCE: Driving representation in editorial and owned channels with the release of ‘Call Me A Producer’ that debuted at the Billboard Awards - which were watched over 60 Million times

And with an extended interview series, focusing on their individual stories.

Made at Warner Music UK

Role: Concept & Creative Strategy