Smirnoff and Mixmag have recently partnered to create the Smirnoff Sound Collective; an initiative to help the next generation of electronic music artists navigate and grow their careers. The shared passion for music between Smirnoff and Mixmag creates an exciting opportunity for women and other underrepresented communities in the electronic dance music community to have their work heard.
“It’s quite remarkable to us that last year only 10% of electronic music headliners were women,” Justin Medcraft, Smirnoff Global Senior Brand Manager said. “When you look at other communities such as the African American community and the LGBTQ community, you find a similar lack of representation throughout the industry. With the mentorship program, our ambition is to make an impact in diverse representation within electronic music.”
The Smirnoff Sound Collective offers a year long program for the up and coming artists. The process will allow for face-to-face meet ups between aspiring artists and a good variety of established artists in the industry. The initiative will provide a platform for the up and comers to collaborate with industry professionals with the chance to have their music released on The Smirnoff Sound Collective label.
Some of the female artists you could work with include:
- Cry Baby
- Gina Turner
- Julia Govor
- + so many more!
You can check out some of the live sets from the launch party here and stay tuned for some new exciting opportunities!