Global & Smirnoff's Equalising Music Initiative

Global, The Media & Entertainment Group


As of 2017, only 9% of electronic music was produced by women, with only 14% of electronic music festival headliners being female. Smirnoff’s brand purpose of inclusivity meant this was something they couldn’t ignore, and when they wanted to make a change they turned to Global; a partner with scale and a proven track record with mobilising audiences to support Smirnoff’s ‘Equalising Music’ initiative to double female and female-identifying festival headliners to inspire the next generation of DJs.

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