Secret Deodorant is stepping up to help champion equal representation for women in the music industry. Secret has announced a pledge to feature 100% female-created music in all future campaigns and enlisting female singers and songwriters to create tracks for all marketing efforts, beginning in 2020.
“As a brand for women, we consistently strive to elevate other women in all we do. But when it comes to the production of music for our campaigns, it has frankly been a struggle to do so, as women are so significantly underrepresented in the music industry,” said Sara Saunders, Associate Brand Director, Secret, P&G. “We want to change that. We’ve heard from women that there’s one thing that can make all the difference in their careers, and that’s access to other women in the industry. Secret is proud to team up with Women in Music – the music industry’s leading non-profit working toward gender equality – to enable to just that. And we’ll continue to support those women by exclusively enlisting all-female music teams in the production of Secret campaigns.”
Through a partnership with non-profit Women in Music, Secret will offer 250 aspiring female artists access to female mentors. Secret is launching a talent search through which women can receive several opportunities to help build valuable connections, including annual Women In Music (WIM) memberships for 250 women, WIM mentorships with industry artists and/or executives for 50 women, access to Music Biz 2020 for two women, Music Week Badges to SXSW and travel/accommodation for two women, the opportunity to have their music featured in a future Secret ad, and more.
To enter, aspiring artists and songwriters must share their own take on Secret’s “All Strength, No Sweat” brand anthem via their Instagram channels. Those more interested in the business side of the industry are invited to share their “All Strength, No Sweat” stories and career aspirations on the platform as well. To join this movement, women can check out the official guidelines here.
Other musicians, including Secret partners MILCK and Lauren Eylise, will help to rally their fans to participate in the effort via socials, so they too can benefit from industry access and mentorship programs through this effort.
“We are thrilled to have a brand like Secret working with us to make the music industry a more equitable, diverse and inclusive community,” said Nicole Barsalona, President, Women in Music. “In our study with Berklee Institute of Creative Entrepreneurship, we found that mentored women earn more money, express greater satisfaction with their jobs, and were more likely to feel they were where they should be in their careers. Our partnership with Secret allows us to offer meaningful mentorship opportunities so that more women have a chance at that kind of transformational change.”
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