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Smirnoff and Spotify team up to promote equality for women musicians around the world

The Smirnoff Equalizer analyzes Spotify users’ listening habits to provide them with a percentage breakdown of the number of men versus women artists they have listened to in the previous six months before providing an equalized playlist tailored just for them, where artists of both genders are equally represented.

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According to Spotify data, none of the top 10 most-streamed tracks were performed by women artists or bands in 2017.

To help make a difference in the music industry, the makers of Smirnoff have teamed up with Spotify to increase representation of women in music by allowing consumers to impact their own listening habits through an industry-first application programming interface (API), dubbed the Smirnoff Equalizer.

The Smirnoff Equalizer analyzes Spotify users’ listening habits to provide them with a percentage breakdown of the number of men versus women artists they have listened to in the previous six months before providing an equalized playlist tailored just for them, where artists of both genders are equally represented.

The Smirnoff Equalizer is the latest initiative from SMIRNOFF’s “Equalizing Music” campaign, which the brand announced in 2017 with the goal of doubling the number of women festival headliners by 2020.

The Smirnoff Equalizer further supports women musicians by offering a personalized slider, where the user can increase the number of women artists in their playlists

The goal behind the Smirnoff Equalizer is to get more people listening to more women artists. The bigger their fan bases become, the more opportunities they will have to perform and succeed. 

One of the artists featured in the Smirnoff Equalizer is Honey Dijon, an African-American transgender woman who is a vocal advocate for LGBTQ+ and women’s rights and highly respected for her musical heritage and curated DJ sets that defy genres. She will appear in the platform to share her experiences facing gender bias in the music industry. 

The Smirnoff Equalizer platform will run through the summer and can be accessed by Spotify users of a legal drinking age in the United States, Great Britain, Ireland, Australia, Mexico and Argentina.

“We developed the Smirnoff Equalizer 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. The Smirnoff Equalizer 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.”

Neil Shah

Smirnoff Global Senior Brand Manager

The Smirnoff Equalizer is the latest initiative from SMIRNOFF’s “Equalizing Music” campaign, which the brand announced in 2017 with the goal of doubling the number of women festival headliners by 2020.

As an extension of this effort, SMIRNOFF has also partnered with Global Radio and Live Nation to equalize festival lineups across Europe with performances by women DJs.

Smirnoff Equalizer