Smirnoff Equalising Music with Global


Smirnoff Equalising Music with Global, 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. 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.