TBWA/Chiat/Day Supports Recording Academy's 'Women In The Mix' Initiative

Here’s a staggering statistic: according to the Recording Academy, the group behind the Grammys, only 2% of popular music is produced by women.

Working with the Academy TBWA/Chiat/Day LA has launched a campaign to raise awareness of the Academy’s "Women In The Mix" initiative which aims to expand opportunities for female producers and engineers.

The campaign is anchored by a film that features an all-female choir of 50 singers that performs an arrangement of this year’s Grammy host Alicia Keys' single “Underdog.” One by one they sit down and stop singing until only 2% —  one woman — remains. 

The film ends with a graphic noting the 2% stat, followed by a “Let’s Change That” call to action.

What a good idea.




Next story loading loading..