Since the beginning of 2017, we’ve worked with SMIRNOFF on their global campaign to double the number of female and female-identifying headliners in electronic music by 2020.
We were tasked with launching the pledge in Ireland in a meaningful way, so we created Move the Needle, an inspirational mini-documentary featuring women from the Irish scene, a call to action to free DJ and production skills workshops, and a showcase.
- 30+ pieces of Irish and international press
- 500K+ views of social video
- Workshops fully-booked within 24 hours
- 100+ introduced to DJ and production skills
We then ran a weekend-long masterclass in Dublin for emerging DJs and producers as part of the ongoing Equalising Music campaign.
Smirnoff Equalising Music Dublin took place across three city-centre venues in December 2017. Emerging DJs and producers were invited to apply through a Facebook video campaign. Fifteen successful participants were chosen to attend the two-day masterclass led by some of the world’s most exciting names in electronic music, and a sold-out Smirnoff Equalising Music showcase with Umfang, ELLLL and Aleks Gram.
In February 2018, Honey Dijon and fellow electronic artists Peggy Gou, The Black Madonna, Artwork and Nastia became mentors for SMIRNOFF Equalising Music in a bid to encourage the next wave of female talent.
Smirnoff and Honey chose Dublin for her inaugural gig as part of the Equalising Music movement, to celebrate the pledge, and bring her work to the fore. We worked with leading Irish electronic music promoters, Hidden Agenda and the Button Factory in Dublin’s Temple Bar, for a one-night-only gig on 28 April, 2018.
“Thank you Dublin. That was nuts #blackgirlmagic”
Ahead of the show, we organised a one-on-one, invite-only interview between Honey Dijon and Michael McDermott, editor of Totally Dublin, for an audience of press and industry heads at Hen’s Teeth on Fade Street. Attendees were treated to a new Smirnoff serve.
For the gig itself at the Button Factory, we designed and installed a special Smirnoff Soda Fruit Smash bar, over run with greenery. We also worked with the incredible Algorithm to create impactful and vivid Smirnoff Equalising Music visuals, to bring the stage to life.