#BeYourOwnFemaleArtist#BeYourOwnFemaleArtist What are we curious about: Women

- As women ourselves we feel that it is important to support those around us. - Women are unique and special and often time do not get treated the same respect due to history and societal standards in many workplaces. What we are curious about: Music

- Something that people consume and create daily - Music is a universal language that helps connect people to shared interest and experience - An art form created through sounds such as instruments - An industry focused on creative expression and storytelling

The Issue: Equality for Women in the music industry

- In many work industries women are not treated the same, often turned down for promotions or not given the same payroll - In regards to the music industry, there is a lack of women support from music executives, there have been cases of sexual assault, women artist shamed about body image and issues about women not having the rights to their own music. Why?

As all three members of our team are women, we think that it is important to support other women. The music industry has so many talented women, who’re work sometimes goes unrecognized. It is important to us that as women we help promote and encourage other women. We know women have such a power to make a difference and since they are not treated equal we feel it is important to make a statement. People coming together to shed light on an issue really draw attention to different social issues (for example, me too movement) . We feel that by creating this campaign/ movement it will be eye-opening to so many people. Get: Consumers of music (specifically women) and those who want a future in music to make a statement and call out the lack of women equality in the music industry. Get women in music to connect with consumers of music. To:

Create a buzz in the media that female artists are not treated equally. To start a movement through social media that states that women can rap too, women can sing too. Essentially stating that women who make music are just as important and creative. By:

Creating a hashtag and social media content to bring awareness to the issue, in hopes that others will speak out about the issue, honor the awesome women within the music industry. Incorporate women artist and women label executives into this movement by having them promote the hashtag on social media platforms. Create events for females who enjoy consuming and producing music can come to feel inspired and driven. Highlighting artist who have made statements already. Working with organizations to spread awareness about the social campaign. Audience: Women who work in the music industry

- Artist, executives, writers and producers - These are the women that are actively shaping the music industry. - Many of these women have worked hard and not received the recognition that they deserve - These individuals have a platform and following Audience: Consumers of music - Without consumers there would be no music - Consumers help dictate the success of music - Consumers are also the people that connect with different artist and are the reason that music is co universal and personal - The ones that drive the market Data: Forbes Magazine

Written by: Caitlin Kelley

In February 2019, Kelley discusses the 2019 Grammy’s and how males were more vastly recognized over females. She discusses a hashtag trend that went viral #GrammysSoMale with men dominating the the big categories such as, Album of the Year, Artist of the Year and Best New Artist

https://www.forbes.com/sites/caitlinkelley/2019/02/06/music-industry-study-annenberg-gender-equality/#4710b4ba5f81 Data: #GrammysSoMale

In the 2018 Grammy Awards the only woman that took home a nomination in the big categories were Alessia Cara for Best New Artist. In an article written form Variety Magazine the article is called “Grammy So Male? ‘Women Need to Step Up,’ Says Recording Academy President.” He states how it is not a bias just that women are not putting in as much work in his opinion.

https://variety.com/2018/music/news/grammys-so-male-women-recording-academy-president-neil-portnow-1202679902/ Data: #GrammysSoMale

A Response after the statement made by the Recording Academy President was made. Data: Women in Music Organization

A nonprofit organization created to spread awareness about the lack o equality in the music industry, with chapters all across United States. Their mission statement, “Women in Music is an organization with a mission to advance the awareness, equality, diversity, heritage, opportunities, and cultural aspects of women in the musical arts through education, support, empowerment, and recognition. Our seminars, panels, showcases, achievement awards, and youth initiatives celebrate the female contribution to the music world, and strengthens community ties.” With mentorship programs, panels and outreach programs to colleges, the organization does its best to create a community of women passionate about music.

https://www.womeninmusic.org Data: Quotes “It’s fine to infantilize a girl’s success and say, How cute that she’s having some hit songs. But the second it becomes formidable? As soon as I started playing stadiums — when I started to look like a woman — that wasn’t as cool anymore” Taylor Swift

Data: Spotify Equalizer Project

An article written by Spotify that discusses the “Equalizer Project,” their response to the lack of women representation for females working in music. The project creates networking events. There was a camp for hopeful female producers to come and learn from other female producers. A podcast for the project has been created which highlights females in the music industry.

amplifying-womens-voices-in-the-music-business Data: How This Connects To People “Hashtag feminism, or feminist activism that unfolds through Twitter hashtags, has become a powerful tactic for fighting gender inequalities around the world.”

Clark, Rosemary. "“Hope in a hashtag”: the discursive activism of# WhyIStayed." Feminist Media Studies 16.5 (2016): 788-804. https://www.tandfonline.com/doi/full/10.1080/14680777.2016.1138235 Data: How This Connects to People “The explosion of hashtag feminism in recent years has evidenced social media’s unprecedented capacity as political tools.”

Clark, Rosemary. "“Hope in a hashtag”: the discursive activism of# WhyIStayed." Feminist Media Studies 16.5 (2016): 788-804.

https://www.tandfonline.com/doi/full/10.1080/14680777.2016.1138235 Data: #IStandforTaylorSwift A message from Taylor Swift on her social media platform Data: #IStandforTaylorSwift Fans were ranged and started this hashtag trend after taylor spoke out on social media about not having the ability to use were past ten years worth of songs in her upcoming American Music Award performance. Data: Bebe Rexha Social Media Awareness Data: Bebe Rexha

- Bebe Rexha has made multiple statements about body image in regards to the music industry on her social media platforms - She has in the past been denied from designers to be dressed for awards shows because she has been seen as “not thin enough” - She is an artist an advocate that speaks about the discrimination through Data: Songs that make statement

“The Man” Taylor Swift “If I were a Boy” Beyonce Context: What is the Main Problem?

Inclusion and equality, since we can not make that happen overnight we want people to be talking and thinking about it. Context: Factors that contribute to the problem... Within the top 4 record labels on the main people in charge, CEOs are mainly men, for example on the warner brothers’ music board out of the 18 people on the board 4 of them are women. Women lack a voice in the big decisions being made. Context: Factors that contribute to the issue...

Female artist not being taken seriously and treated as equals

- Taylor Swift not having the rights to her earlier music - Cardi B not being taken seriously after winning her first Grammy award - Kesha’s sexual assault reports with her former male music producer - Body image and body shaming issues for artist such as Bebe Rexha and Lizzo Context: The Real Solution Creating more networks and communities for women in music. By starting a hashtag we are encouraging everyone to band together to make a statement and express their thoughts on the issue. When a statement is made that is when people listen. Context: What Our Team Can Contribute? A “network” and campaign strategy that gets people to talk about the issue and voice their opinions. There is power in numbers and it is known that starting a hashtag brings light and conversations to topics that sometimes get brushed over. Context: Possible Connections Billboard:

- Each Year Billboard highlights women in the music industry. The organization makes countless efforts to highlight the work that women in music are doing on a daily basis

Spotify:

- In the past Spotify has written articles and created events specifically for women with a passion for music

Women in Music Nonprofit:

- A nonprofit organization with the same goal to educate people, especially college students on the lack of equality Context: Possible Artist Connections

Taylor Swift All these artist have already Bebe Rexha made statements or have had Cardi B personal experiences with Lizzo equality issues. They all use social media to make personal Keysha statements. The Big Idea

- Create a hashtag that hopes that people will contribute to - create a playlist that is motivating and tells a story - Create a networking conference for music loving females to attend - Create content, ads and billboards to promote the campaign The Big Idea: Goals to Express

- Anyone can make great music that connects with an audience. Female artist create vulnerable and meaningful music and deserve recognition - Anyone can be inspired by music. Females love music that tells a story because it connects each of us to one another - Music is universal - Women work hard and deserve recognition BIG IDEA: Hashtag It has been evident that hashtag trends spread awareness about different issues instantly.

#BeYourOwnFemaleArtist

We would ask artist and organizations to make a statement on their socials using the hashtag. Talking about different experiences that they have faced in the music industry, female artist that they admire and their own work such as lyrics from songs they wrote. Big Idea: Goals of Hashtag

- A way for female artist to tell personal stories about how they have been mistreated and why this is an important issues - The opportunity for consumers of music to express their love for female artist that they enjoy - A platform for those interested in the music industry to show their creativity - Education in hopes that females in the music industry will get the recognition that they deserve Big Idea: Hashtag Post

What a potential post would look like from a celebrity:

Bebe Rexha: “When I started as an artist, no one would dress me. I did not fit with designers one size fits all motto. When going to award shows I often struggled finding what to wear and doubted myself because I was not a size zero. I am beautiful and talented and deserve to feel just as good even if I am not a size zero. What is your story” #BeYourOwnFemaleArtist Big Idea: Social Media Platform

By posting the hashtag on social media, users will be able to click on the hashtag as well as the instagram handle to find more information. It is also a platform meant to inspire others. Big Idea: Spotify Playlist

Music consumers love finding and creating playlist that highlight and express a feeling. Throughout the playlist there are songs all made or sung by females. There are also songs that inspire women to break social norms and tell their story. People would be able to contribute to the playlist. Big Idea: Social Content & Billboards

The presentation of these would be all over cities and used for social media platforms. The layout is simple. It highlights an artist who has made a statement before and used the hashtag #BeYourOwnFemaleArtist in hopes that viewers would look up the hashtag and read all the contributions. “ billboards” Big Idea: #BeYourOwnFemaleArtist the Conference

Conference: #beyourownfemaleartist Conference The Problem: It is said over and over that there is a lack of diversity and equality Date: June 13 - 14, 2020 in any industry. The music industry is one of them. There is no representation in Location: Anaheim Convention Center the big decision making problems. Women are being told what music to make, how 800 W Katella Ave, Anaheim, CA 9280 to make it. There is body image and shaming from the artist. Women are not given rights to their own music, and there are issues of sexual violence in the industry.

Goal: Women are constantly wanting to learn and grow in every aspect of their life. This conference was created to unite women who consume and create music. It is also created to discuss the lack of diversity in the music industry, and what News and Media: There will be media coverage through aspiring artist and music consumers can do to change the normative. #beyourownfemaleartist social media platforms. Each of the

performances will be filmed and able to watch on instagram live. Target Guest and Audience: Aspiring and current female musicians, artist, The speakers will be available as part of the producers, songwriters, music executives, music journalist and bloggers, Female #beyourownfemaleartist podcast which will be launching after music consumers, radio station hosts the event. Billboard will be covering the event, creating multiple

articles and visuals that will be available. Speakers: Beata

Sandra Afloarei - Assistant Program Director and Music Direct for 102.7 Kiis FM - Senior VP Promotion at Epic Records Bebe Rexha - Accomplishments: Billboard 40 under 40 list, Variety Magazine - Singer and songwriter Hitmaker Desiree Perez Nicki Farag - Head EVP of Promotions at Def Jam Records - COO of Roc Nation - She is the queen of the hip hop music - Won the executive woman of the year award from billboard - She was the first female to hold this high of a position in the Mandy Moore music industry - singer and actress Julia Michaels Rachel Whitney - Singer and songwriter - Head Editorial for Spotify Nashville - She began her journey by writing songs for other people such as Justin Bieber and Selena Gomez - One out of the two female executives at the Nashville location - Later she began writing music for herself Ester Dean - Grammy winning artist - Songwriter and song producer Taylor Swift - On the NBC show Songland - Singer , song writer Kesha - Being the most paid female artist - Grammy award winner - singer - Activist - Sexual violence prevention activist Musical Guest: Sponsors & Partners:

Spotify: music, podcast, and video streaming service, providing content for Lizzo: performing “Soulmate, Good as Hell, Truth all Hurts” Women in Music Organization: non-profit organization with a goal to Dua Lipa: performing “Don’t Start Now, New spread awareness equality and diversity.

Rules, Physical” Billboard: Magazine publication discussing all aspects. Each year the publication has music charts and highlight people in the music industry Niki Minaj: performing “Fly, Superbase” 102.7 Kiis FM: Radio station based in Los Angeles California Taylor Swift: performing “The Man, Only the Young, ME!” Iheart Media: The largest radio and television network

Kettle One: Best selling vodka brand and company Kesha: performing “Praying, Vital Protein: Protein company that restores and boosts body’s natural Meghan Thee Stallion: performing “Hot Girl beauty. Summer” Activities: Karaoke Station: Jam out to your favorite songs by some of the Speakers: Throughout the conference there will be speakers speaking at the best female artist in the music industry, sponsored by 102.7 Kiis FM. main stage discussing different topics. Song Submission Station: The opportunity to have songs that Live Performances: It would not be a music conference without live guest have made reviewed by some of the best record label entertainment for artists that are killing it in the music industry at the moment. producers and songwriters in the music industry.

Photo & GIF Booths: Capture the experience in a virtual photo booth, Networking Opportunity: Get the opportunity to make connections sponsored by Spotify. with the speakers and the organizations that they work for.

Cocktail Station: Sponsored by Kettle One Vodka, enjoyed music theme Guitar Pick Making: Create a very personalized guitar pick to have cocktails all weekend as a keepsake, sponsored by iheartmedia.

Food & Beverage Station: Enjoy snacks and treats and personalized drinks all Vocal Warm Up Activity: Learn how artist warm up their voice, and weekend. their vocal warm up routine before a big performance.

Meet Up: Meet the incredible performers who will be performing at the event. #beyourownfemaleartist Campaign: Be a part of the campaign created to unite women in music, through a video project. Song Writing Station: The opportunity to get songs that you have written reviewed by song writing experts. Songs can be made up on the spot or brought from home. Mood Board: Friday Itinerary:

Conference Begins 1:30 p.m. Welcome Ceremony - from #beyourownfemaleartist team on the main stage

Speaker 2:15 p.m. Taylor Swift (Who I am) - Taylor Swift opens the conference with a session about her, her music the struggles that she has faced in the music industry and the things that she has overcome

Performance 4:30 p.m. Taylor Swift - kicks off the evening with a performance of songs that challenge the music industry and define who she is as an artist.

Meet Up 6:30 p.m. - 7:30 p.m. Taylor Swift - Meet Taylor Swift after she performs some of her hit songs Saturday Itinerary:

Speaker 10 a.m. The Power of Executives Panel - Sandra Alfoarei, Nicki Farag, Desiree Perez all three of these Performance 4:45pm Nicki Minaj & Meghan ladies hold high positions at their record labels and represent Thee Stallion talented artist. Learn about the discussions being held in the - Collaborative performance by two female executive offices and how these women are trying to shift the rappers

conversation. Meetup 6 p.m. - 7 p.m. Meghan Thee Stallion,

Performance 11:45 p.m. Dua Lipa Nicki Minaj - Dua Lipa performs some of her hit songs that are at the top of Speaker and Performance 6 p.m. Sexual the music charts Violence Stand Up for Yourself Activities and Food 1:00 p.m. - 3:00 p.m. - Kesha tells her story about sexual assault - stop by the many booths around the event within the music industry and performs her hit song, “Preyaing.” Speaker 3:15 p.m. Songwriting and Music Producing

- Julia Michaels and Ester Dean - Discuss their creative process with making a song. How vulnerability is a way to connect with an audience Sunday Itinerary:

Speaker 10 a.m. Body Image - Bebe Rexa Speaks on her struggles as a artist due to body image Networking Opportunity 5:30pm - Meet all the incredible speaker in the music Speaker 11:30 p.m. The Power of Media industry and get the opportunity to ask more - Rachel Whitney, Head of Editorial of Spotify Nashville in depth personal questions - Beata, Assistant Program Director and Music Director at 102.7 Kiis FM Performance 7 p.m. Lizzo - Discussion of the impact positive and negatives about media - Lizzo closes the conference with some of her grammy winning songs Activities and Food 1 p.m. - 3:30 p.m.

Speaker 3:45 p.m. The Comeback and Lessons Learned - Mandy Moore on her comeback to music this year - The lessons that she learned as a young female artist - How music impacts her life How Audience can Connect?

Each of these ideas strive to create a community for females who love music. The goal is for people to feel heard and creating connections with one another. Team:

Alyssa Arcos: Meghan Owens: - Strategist Ashley Robinson - Strategist - Designer - Research - Art Director and - Researcher organizer