Bose launches ‘Turn the Dial’ to get more opportunities for women producers in music

Only 2.8% of popular songs from the past decade were produced by women

Published On
Mar 01, 2023
H.E.R. sitting in a music studio holding a red guitar

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As Women’s History Month launches today, Bose is launching a wide-ranging initiative to highlight and overcome a persistent gender gap in music—that less than 3% of popular songs over the past decade were produced by women.

The initiative, called “Turn the Dial,” focuses on highlighting the deficit, addressing the barriers that are causing it, and securing more opportunities for women and non-binary music producers to create music on the production side.

“Like music producers, Bose shares a passion for creating amazing audio experiences for people to enjoy,” said Lila Snyder, CEO, Bose. “This is why we’re driven to add our voice to the conversation and bring attention to the issue. We want to shine a light on the amazing women and non-binary talent who haven’t been noticed and create more opportunities for them to get into the studio and craft music for the world to hear.”

With more diversity in who is creating music, Snyder added, “the better it will be—different, richer, all encompassing. We can make a real difference by working together with partners and organizations who share that same commitment.”

The initiative launches with the spot below from creative agency Partners in Crime Creative. It features music stars H.E.R., PinkPantheress, BLOND:ISH and WondaGurl, and includes music composed for the campaign by H.E.R.. A 30-second version of the spot will debut on tonight’s Billboard Women in Music Awards. Ad Age has the 60-second version here exclusively:

 
 

Bose is working on the project with She Is The Music, a nonprofit dedicated to increasing the number of women working in music. Together, they have created a “Sound Is Power Impact Board.” Producers can submit their music to the board quarterly for review—the board can then act to connect creators with opportunities. The board includes:

• Chloe Weise Donovan, RCA Records, Vice President, A&R
• Taylor Testa, Universal Music Publishing Group, Vice President, A&R
• Nova Wav, American Grammy–winning production and songwriting duo 
• WondaGurl, multi-platinum, Grammy-nominated producer and record executive
• Ann Mincieli, She Is The Music founder and Grammy-winning engineer
• Brandra Ringo, Quality Control Music, EVP and Co-Head, A&R
• Ebonie Smith, award-winning music producer, audio engineer and singer-songwriter

Karen Goodman, executive creative director at Bose, told Ad Age that Bose wanted a wide range of musical talent for the spot.

“We wanted to showcase the variety of sound that is possible with more diversity in who is creating,” she said. The four featured talents “all come from different genres and backgrounds and are living this very story in their career. These artists have demonstrated strength and resilience in the music industry and are committed to making a change in the industry so there is more diversity and acceptance in the space.” 

Creatively, the spot seeks to change perceptions around certain labels.

“We wanted to use the voices of women in the industry to bring conversation around this shockingly low statistic married with the notion of the prefix that’s so often used when describing talent that differs from what people imagine—a ‘female producer,’” said Goodman. “The mantra ‘Call me a producer’ is meant to reinforce just what these talent are—incredible producers. We wanted to showcase these women in places they create and showcase how even the idea of what ‘a studio’ looks like, can be broader and more inclusive than what’s currently imagined.” 

Credits

Date
Mar 01, 2023
Client :
Bose
Agency :
Partners in Crime Creative
Sr. Director Media and Partnerships :
Jack Daley
Head of Music & Entertainment Partnerships :
John Stratton
Executive Creative Director :
Karen Goodman
Creative Director :
Kelly Wencis
Executive Producer :
Nichole Hynes
Global Brand Strategy Lead :
Cass Cruz
Head of Content Strategy & Social :
Jess Schreibstein
Integrated Marketing Program Manager :
Katie Carlson
Co-Founder & Head of Entertainment :
Jennifer Zaitz Sutherlin
Co-Founder & Head of Brand :
Allie Close
Creative Director :
Danna Takako
Music :
H.E.R.
Additional Production :
WondaGurl
Sound Design :
Matt Yocum Sound
Stylist :
Wouri Vice
Hairstylist :
MIcha Brown
MUA :
Marissa Vossen
Stylist :
Mimi Wade
Hairstylist :
JStayReady
MUA :
Alana Palau
Stylist :
Oliver Vaughn
Hair & Make Up Artist :
Cherish Brooke Hill
Hairstylist :
Alex Thao
MUA :
Francie Luxe
Production Company :
Scheme Engine
Campaign Director :
Kimberly Stuckwisch
Director Interview & Product Films :
Symone Ridgell
Executive Producer :
Jannie McInnes
Producer :
Megan Gutman
Copywriter :
Chelsea Marshall
Director of Photography :
Zoë Simone-Yi
Campaign Photographer :
Carolina Isabel Salazar
Production Designer :
Pili Weeber
Second Unit Director, Photography :
Celine Layous
Editor :
Holle Singer
Producer :
Lindsay Bane
Color :
Kaitlyn Battistelli

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