Smirnoffs Equalizing Music activation tells Spotify users how much of their music is performed by men vs women

Smirnoff's 'Equalizing Music' activation tells Spotify users how much of their music is performed by men vs women

Diageo has added a new partnership to Smirnoff's ongoing 'Equalizing Music' campaign, this time with online music platform Spotify. 

The new platform - the Smirnoff Equalizer - is aimed at championing female artists in the music industry. The Smirnoff Equalizer is an application programming interface (API), which tells Spotify users a "percentage breakdown of the number of men versus women artists they have listened to in the previous six months". The API then provides an "equalised playlist" tailored to the listener, where artists of both genders are equally represented. 

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

"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," said Neil Shah, Smirnoff global senior brand manager. "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."

The Smirnoff Equalizer is the latest initiative from the vodka brand's "Equalizing Music" campaign, which launched in 2017 with the goal of doubling the number of women festival headliners by 2020. 

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