Smirnoff on a mission to get more female artists on your Spotify playlist

Smirnoff is on a mission to get more people listening to female artists on Spotify.

The vodka brand has created a new API which allows people to check out their own listening habits to see the gender split of artists they have listened to over the last six months.

The Smirnoff Equaliser provides users with a breakdown of male versus female artists and suggests an equalised playlist which features a 50/50 split.

The tech is designed to support women in music by surfacing more female artists to listeners.

In 2017, all of the top streamed acts were performed by men.

“We’re missing out on so many good tunes by women,” Smirnoff said on its equaliser site.

The equaliser allows Spotify users to boost the number of tracks from women artists in their playlists (Lauren Hurley/PA)

“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.”

Danielle Lee, vice president, global head of partner solutions at Spotify said: “We share Smirnoff’s goal to improve gender diversity in music, and for all the artists, songwriters and producers who create it.”

Last year, Smirnoff unveiled the Equalising Music campaign with the goal of doubling the number of women headlining festivals by 2020.


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