NEW YORK, Dec. 1, 2016 /PRNewswire/ -- Since its birth in
2014, the Smirnoff Sound Collective, the SMIRNOFF™ brand's
international music platform, has inspired a more inclusive world
through electronic music.
The Smirnoff Sound Collective is taking a stand against
exclusivity and the lack of diversity within electronic music
through the launch of a new artist mentorship program that will
lead its push for electronic music industry leaders to be more
inclusive of underrepresented communities and individuals.
"Diversity in the electronic music community has been a topic of
discussion within the industry, and a passion of SMIRNOFF for quite
some time," said Justin Medcraft,
SMIRNOFF Global Senior Brand Manager. "It's quite astonishing to us
that last year only 10% of electronic music headliners were women.
When you look at other communities such as the African American
community and the LGBTQ community, you find a similar lack of
representation throughout the industry. That needs to change and we
hope to put forth acts that do so this year and moving
forward."
The Smirnoff Sound Collective's new artist mentorship program,
announced at last night's industry launch event in Brooklyn, NY, will give more artists an
opportunity for success while inspiring other industry leaders to
use their platforms to make a positive impact toward change.
Joining them in that mission is Mixmag, the world's biggest dance
music and clubbing destination, which has already committed its
support of the program.
The program will bring electronic music industry experts, such
as Roy Davis Jr., Bob Moses and Katie
Longmyer together with up-and-coming artists, such as
Tygapaw, Cakes Da Killa and Kissey. By bringing leaders in the
industry together with new faces on the rise, the goal is to give a
diverse group of artists the tools to be successful and to help
them learn from one another in a space where all genders, races,
and sexual orientations are heard. The artist mentorship program
will be a year-long ongoing program that will include two three-day
retreats where artist mentors and mentees will come together and
create new experiences. At these retreats, artists – both seasoned
and new – will collaborate on new tracks to be released by record
labels facilitated by the Smirnoff Sound Collective.
Several of these artists attended, and performed at, the
official launch event last night in celebration of the Smirnoff
Sound Collective's mentorship program. They gathered with top
industry professionals and electronic music legends and toasted
over SMIRNOFF No. 21 cocktails to celebrate the beginnings of a new
shift towards diversity. Many of the cocktails served were custom
created by the artists as a way to show their appreciation for
their new partnership with SMIRNOFF. Following the Smirnoff Sound
Collective's program launch and pledge for diversity, Mixmag was
the first industry leader to align with SMIRNOFF in creating a
shift toward diversity. They announced their own plans to commit to
50% of their future magazine covers including a female
artist.
The launch event, including artist performances, was
livestreamed via Mixmag and can be viewed here.
Earlier this year, the Smirnoff Sound Collective took the first
of many steps to achieve its goal of inclusivity by taking part in
vital discussions and leadership initiatives at TEDxNewYORK and
Amsterdam Dance Event. Panels at these events shared deep,
actionable conversations about creating a more diverse community
within electronic music.
Part of achieving that purpose is continuing the ongoing
conversation to bring this issue into the spotlight. The Smirnoff
Sound Collective will continue to share the diverse stories of
artists around the world through its short-form documentary series
"Tribes" and use it as a catalyst to push forth change in the
electronic music community. "Tribes" episodes to-date include
"Tribes: DISCWOMAN," "Tribes: NAAFI" and "Tribes: DIRTYBIRD." A new
documentary as part of the Tribes series will be released in
March.
SMIRNOFF reminds you to pace yourself while celebrating good
vibes and to always drink responsibly.
Smirnoff Sound Collective Mentorship Program
Participants:
- Mentors: Roy Davis Jr.,
Bob Moses, Katie Longmyer, Daouda
Leonard, Kevin Saunderson,
Nat Esten, Toby Andrews, Julia
Willinger, Olga Zegers,
Carlos Correal
- Artists: Nomi Ruiz,
Kissey, Julia Govor, Tygapaw, Nina
Dioz, Cry Baby, Gina Turner,
Autograf, Cassian, Shigeto, Cakes Da Killa, Amtrac
About the Smirnoff Sound
Collective
The Smirnoff Sound Collective is the
SMIRNOFF™ brand's
international music platform that was created with the goal of
inspiring a more diverse and inclusive world through electronic
music. The Smirnoff Sound Collective will achieve this through the
development of short-form and long-form content pieces that share
inclusive stories told through music, artist collaborations and by
hosting unique experiences that bring different cultures of artists
and fans together. The Smirnoff Sound Collective is also a sponsor
of Mixmag Labs across the world in cities including New York, Los
Angeles and Sydney.
About SMIRNOFF
The SMIRNOFF brand, the world's number-one selling premium spirit
and the top-selling vodka by volume, in the United States, traces its heritage back to
19th century
Russia. As the most awarded vodka
brand in the world, SMIRNOFF has always been known for quality and
is enjoyed responsibly in 130 countries around the world. For more
information, log on
to www.smirnoff.com.
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding
collection of brands including Johnnie
Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Captain Morgan, Baileys, Don
Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO)
and the London Stock Exchange (DGE) and our products are sold in
more than 180 countries around the world. For more information
about Diageo, our people, our brands, and performance, visit us
at www.diageo.com.
Visit Diageo's global responsible drinking resource,
www.DRINKiQ.com, for information, initiatives,
and ways to share best practice.
Follow us on Twitter for news and information about Diageo
North
America: @Diageo_NA.
Celebrating life, every day, everywhere.
Jim
Sias
|
Jessica
Lauer
|
Diageo
|
Taylor
|
jim.sias@diageo.com
|
jlauer@taylorstrategy.com
|
646.223.2305
|
212.714.5747
|
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