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Smirnoff teams up with Annie Mac for latest phase of its Equalising Music programme
By Chris Cooke | Published on Thursday 21 February 2019
Smirnoff has announced the latest phase of its ‘Equalising Music’ programme, which has been supporting initiatives to bring about more gender diversity in the music industry. Fronted by Annie Mac, the latest project is called the ‘Equalising Music Pledge’, and it challenges everyone working in music to do one significant thing this year to help bring about more gender equality in the business, both on stage and behind the scenes.
Says Mac: “The music industry is still embarrassingly lopsided when it comes to gender parity. We are all acutely aware of the enormous contribution women make to this business, and yet there’s still so much work to be done to ensure they’re embraced and championed, both in front of and behind the scenes”.
“Contributing towards trying to change this is something I personally feel passionately about”, she adds, “and I’m genuinely excited to see the future impact women of all ages will have on the unchartered territories of this rapidly changing industry.”
Speaking for Smirnoff, the drink brand’s Sam Salameh goes on: “This year we’re proud to be partnering with Annie Mac, one of the UK’s leading music tastemakers and an artist widely known for championing gender-balance, on the ‘Equalising Music Pledge’. We all know the statistics so now it’s time for action. Together we’re asking everyone in the industry to step up and do one significant thing for gender equality in 2019”.
