For the Record
In 2019, we learned that women made up only 21.7% of the music industry, 12.3% of songwriters and just 2.1% of producers. Citi wanted to use their extensive entertainment platform and the people behind it to change that. So we produced a record that actually visualized the stark inequality in music and put the stats directly in the hands of the people who can change them: Citi’s own connections in the music industry, including record labels, artists, CEOs and CMOs.
#purposedrivencampaign #mediainnovation #brandexperience
Citi is an active and vocal partner in #SEEHER, the movement to eliminate gender bias in media and advertising. But we saw an opportunity to do more. So we worked with the ANA (Assoc. of National Advertisers) to bring that same energy to the music industry.
Together we created #SeeHerHearHer.
Our first challenge was to raise awareness of the disparity in all aspects of the music industry and enlist others in the fight – brands, labels, and artists. To do that we needed something iconic— something like a record.
On this custom-screened and hand-cut record was one 46-second track identified by a single pink ring. This ring covered just 2.1% of the vinyl. The visualization of that 2.1% compared to the 97.9% left empty on the record symbolized the music industry’s most dramatic inequality: the number of male producers to female ones.
The albums were sent directly to the C-suites of record labels, streaming platforms, and major brands all around the world along with an invitation to help change those statistics by joining Citi’s movement, #seeherhearher.
